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Digital media consumption on the rise in Singapore – Nielsen

Veronica C. Silva | Nov. 8, 2011
Consumers are using multiple screens – smartphones, tablets, PCs – to access digital media.

The proliferation of multiple devices from which information can be accessed has led to the rise of digital media consumption, according to the latest Nielsen Media Index Report.

Nielsen's survey of almost 5,000 respondents from Singapore revealed that consumption of digital media, including Internet content and digital newspapers is on the rise. In contrast, consumption of TV, and print newspapers and magazines saw a "slight decline."

The study, which was conducted between July 2010 to June 2011, revealed that more than one-third (36.1 percent) of respondents said they watched videos, movies or television online in the past week. Those who read newspapers online represented 16.6 percent of respondents.

Internet penetration in Singapore is still on the rise despite it nearing saturation levels, the study noted. Social media is also on the rise with almost two in five (38.4 percent) saying that they accessed social networking sites in the past week.

Smartphones and tablets

"Consumers in Singapore are demonstrating a high propensity to purchase connected mobile devices, especially smartphones and tablets, which translates to attention online," said Rebecca Tan, managing director, Nielsen's Media Client Service team, Singapore. "Hence digital media, and particularly social media, present enormous opportunities for all stakeholders, from publishers to advertisers to agencies, and the key to tapping into these opportunities is to understand the key drivers behind consumers' digital media habits and attitudes."

On consumption of online daily newspapers, the study noted increases in consumption of digital editions of local daily newspapers with The Straits Times and Today as some of the most popular digital newspapers consumed online. Some 12.4 percent of Singapore's adult population now read at least one of the eight local daily newspapers' digital editions.

"Internet capable mobile devices offer the convenience of media 'anywhere, anytime' via the Web and increasingly via apps," said Tan. "The appeal of accessing media on the go is seeing a growing number of consumers in Singapore accessing media, such as newspapers, via online channels."

Traditional media

But print newspaper publishers should not be alarmed as print newspapers are still read by Singapore's adult population, albeit at a slower pace.  Seven in 10 (70.7 percent) of respondents said they have read a Singaporean daily newspaper "yesterday," down by 1.8 percent from the past week.

More than four in ten (44.8 percent) read English dailies with The Straits Times being the most-read English title, with readership at 34.2 percent. Today is the second most read with 15.2 percent and The New Paper with 11.4 percent.

The study also noted that for traditional media such as cinema, radio, and out-of-home, consumer consumption "remained stable."

"In recent years there has been a growing number of platforms and an increasing amount of content vying for consumers' attention," said Tan. "Moving ahead, with the Next-Generation Broadband network promising faster local broadband speeds, we can expect more local content offerings leveraging on this infrastructure."

Respondents were aged 15 and above.


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