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Savvy Singapore Decoding a digital nation

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Foreword ..................................................................................... 03

About the research................................................................ 04

Digital insights ................................................................. 05–07

Survey results in full ..................................................... 08–16• Digital economy:

infrastructure, Government and trust 10

Digital consumers ............................................................ 17–61• Digital consumers — device ownership and usage 18• Digital consumers — digital attitudes 24• Digital consumers — digital activities 29• Digital consumers — digital experiences 36• Digital consumers — social networking

and entertainment 42• Digital consumers — digital expenditure 48• Digital business — e-commerce and digital retail 52• Digital business — digital payments and banking 58

Digital at EY .............................................................................. 62

EY thought leadership ......................................................... 63

EY contacts ............................................................................... 64

Digital is no longer a “watch or wait-and-see” but a “catch-and-act-now” imperative. Organizations must be ever-vigilant of new developments and be ever-ready to reset their strategies. We conducted EY’s Asia-Pacific: Digital Nations 2016 survey to try to decode the “who, what, why and where” of Singaporean digital engagement.

Ranked number 1 by the World Economic Forum for “Network Readiness”, Singapore was judged to have the best digital business and innovation environment in the world. There is no question that businesses in Singapore have been successful at facilitating digital engagement and innovation. Whilst this is a great endorsement, a third of our respondents are yet to be convinced — showing that this is both a savvy, but also demanding nation!

Singaporeans are a truly connected people, with over 95% smartphone penetration and a quarter of respondents spending over 5 hours on their mobile phones. Digital technology is an integral part of daily life for the majority, with an average of 4 digital devices per person. Many also noted that they are “addicted” to their smartphones and feel that their social life would be “non-existent”

without them, suggesting that interpersonal relationships and methods of communication are being fundamentally impacted.

The Singapore Government is a leader around e-Government and is extremely proactive engaging digital technology to better serve Singapore, Singaporeans had a positive view around how they are being “governed” in a digital age. However, there are still challenges to address and high expectations to be met around affordability, privacy, information usage, transaction security and digital content. Whilst a bright outlook for the nation, Singapore has proven that it will not be complacent.

In response to the relentless pace of digital advances, businesses and Government agencies must rise to the challenge of leading-edge digital transformation. I hope you find this report and its insights a useful reference as you review your digital strategies.

In a world of digital disruption, many organizations are asking “What is my digital strategy?”

We think the better question is “Is your business strategy fit for a digital world?”

T he d ig ital cod eV alue, p erformance, trust

D riv ing v alu eHow can your organization drive more value from data provided by digitally active consumers?

C how Sang H oeEY A sean and M alaysia A d visory L ead er

J onathan R eesEY A sean A d visory D ig ital L ead er

F orew ord

Toward building a sustainable digital DNA for your organization, consider three pivots to navigate your transformation journey:

I m p rov ing p erf orm anceHow can your organization collaborate to cogenerate insights to improve performance?

Su staining tru stHow can your organization protect data to co-generate and sustain trust?

Savvy Sing ap ore: d ecod ing a d ig ital nation 3

A total of 1, 000 d ig itally active resp ond ents w ho:

1. Have access to the internet or internet-connected mobile device

2. Are aged 18 years to 69 years

3. Have resided in Singapore for at least a year

Respondents were drawn from a trusted online panel, selected randomly with quotas employed on the completed interviews to ensure adequate coverage of consumers across age, location and gender. Where relevant, data is weighted to ensure it is representative of the population.

• D ig ital consu m erIdentifying attitudes and behaviors in the digital world:• Highlighting key insights into how consumers

use digital devices, consume social media and entertainment

• Exploring consumer digital attitudes, experiences and expenditures

• D ig ital bu sinessExamining how businesses can improve their client’s digital experiences

• D ig ital G ov ernm entLooking at what else the Singaporean Government can do to advance Singaporeans’ aspirations to be a digital nation

This report is a summation of findings with themes and highlights, considering the implications for Singaporeans’ businesses. Where relevant, this report employed statistical analysis to search for gender and age differences in digital attitudes and behaviors. Where relevant and significant, we have called out differences.

Total 1 ,0 0 0 respondents nationwide Fieldwork: M ay 2 0 1 6Mode: 2 0 m inu tes online questionnaire

V isit digitalasiapacific.ey.com to further explore the research findings and to access survey results for other nations in Asia-Pacific.

A bout the research

T his survey focused on Sing ap oreans’ d ig ital eng ag ement, offering behavioral consumer insig hts to g uid e businesses and the Government in formulating their nex t d ig ital strateg ies.

W ho? W hat? H ow ?

Savvy Sing ap ore: d ecod ing a d ig ital nation4

D ig ital insig htsSing ap ore d ig ital snap shot

Sing ap oreans have a Smart T V .

3 3 %

Sing ap oreans have a

smartp hone.

9 5 % Are addicted to their smartphones and admit to spending

more time with them than friends or family.

Agree that Singapore digital economy is

“more advanced” than leading nations.

Think the cost of fixed internet and mobile data in Singapore is unreasonable.

Singaporeans worry about how

organizations collect, store and use data about them.

Bank or purchase goods online at least

weekly.

Start with online research when looking

at new products or services.

New ways of accessing

entertainment.

Listen or watch music on YouTube.

6 9 %

6 3 % access

unauthorized entertainment

content.

Stream TV or movie content.

5 3 %

Average monthly digital expenses (plans

and subscriptions).

Average annual digital hardware

expenses.

Singaporeans use a

smart watch.

O nly 9 % S$ 2 6 5 S$ 1 ,2 8 2

3 7 %

2 8 % – 3 4 %

5 2 % 8 1 %

6 6 %

8 3 %

C ond uct research online w hile they

are in store.

4 9 %

Think their social life would not exist

without a smartphone or tablet.

4 1 %

Use their smartphones or tablets in public places, with public transport the most

common location of use.

6 8 %

2 6 %

2 3 %Think they

spend too much on digital.

Up to

Spend more than five hours using

their mobile phone.


Singapore is a digitally savvy nation, with digital behavior ingrained to everyday life and high expectations of digital experiences.

D ig ital insig htsD ecod ing Sing ap ore’s d ig ital D N A

P erformanceV alue

T rust

D ig italconsu m er B usinessGovernment

Strength in Singapore’s digital infrastructure and maturity

Higher and visible cybersecurity

• Transparency• Privacy• Regulation

P rot

ect

Grow

Optimize

How will you operate in the digital market?

Are you digitizing both front- and back- end operations?

Do you have an agile innovation model?

Better affordability

• Lower internet cost• Lower moible data costs


In responding to the relentless pace of digital advances, businesses and government agencies must meet the challenges of leading smart transformations to co-create a better digital experience.

Digital banking is becoming regular behavior, but still growing whilst Singapore leads on uptake of ‘tap-and-go payments’.

E-commerce

B ank ing

H ig h-q uality d ig ital ex p eriences

D ig italconsu m er

Digitally savvy and active nation

High levels of device for activities beyond simple communication, devices are integral to every aspect of daily life.

High quality digital experiences are important to Singaporeans.

Online product research is almost universal.

Streaming has overtaken traditional music channels, but TV streaming is still developing.

Preference for customization and tailored experiences

Seamless, integrated omni-channel experiences

Retail and banking online interactions are prime to grow further.

E-commerce is well established in Singapore, residents are keen to conduct more purchases online and e-commerce is set to grow further.

Residents do not express a preference for e-commerce shopping, so there remains a strong role for physical retailers. There are opportunities for retailers to digitize the physical store experience to retain shoppers.

Mobile optimization key — reflecting shift to mobile first

Safe, secure and transparent — transactions and data management

Digitizing physical experiences, not just online

Responsive to customer feedback and queries via online channels

C o-creating a better d ig ital ex p erience: the Government, security and infrastructure


Survey results in full

T he state of Sing ap ore’s d ig ital land scap e

Ranked 1 stin the Network Readiness Index

9 5 %Use a smartphone.

8 1 %H om e internet access Percentage of Singaporeans with home internet access1

12.7hours

T im e sp ent on d ig ital d ev icesAverage* amount of claimed time spent on computers, mobile phones, TV, tablets and game consoles over a day2

4.0Access number of devices used Average number of digital devices used for work or personal use

T im e on a m obile Average3 amount of time spent per day on a mobile device

5 3 %E ntertainm entPercentage of Singaporeans who access TV or movies via streaming services

1 1 kterabytes

D ow nload of d ata v ia m obileNumber of terabytes downloaded (excluding video telephony) in Q1 — 20164

3 hrs12 mins

1. Data provided by internetworldstats.com2. Average calculated by assuming mid points in categorical data3. Includes the potential for multi or “second” screening4. IDA POI, Singapore

F ast f actsSing ap ore top s the g lobal N etw ork R ead iness I nd ex ( N R I ) ; alm ost all Singaporeans have a smartphone.


Digital economy — infrastructure, Government and trust

Sing ap ore number one in the w orld for netw ork read iness for the second year in a row

Creating ranking chart

Global network readiness rankings

1

10

12

14

16

17

18

32

Singapore

Japan

Republic of Korea

Hong Kong

Australia

New Zealand

Taiwan

Malaysia

The Network Readiness Index (NRI) is a global metric derived by the World Economic Forum to help assess and rank markets on their ability to exploit opportunities afforded through Information Technology (IT).

The index, based on four key drivers, shows that Singapore is the world leader, ranking first for the second year in a row. This is particularly impressive given its closest regional and pacific neighbors’ rankings.

Singapore was judged to have the best digital business and innovation environment in the world, driven by its forward-thinking government policies and regulatory systems. It was also ranked highest for strong economic and social impact of its digital environment.

The rating reflects the success of Singapore’s 10-year, Intelligent Nation master plan, which had the goal of reaching 90% broadband usage in homes and 100% computer ownership in homes with school-age children by 2015.


O verall, Sing ap ore ex cels, but there are w eak er areas w ithin d ig ital infrastructureThe biggest driver of Singapore’s position is its lead in the areas of environment, usage and impact.

The environment sub-index evaluates the political, regulatory, business and innovation environments, including assessing levels of software piracy, intellectual property protection and laws relating to ICT. Singapore was judged to have the best business and innovation environment in the world, indicating that businesses in Singapore have been successful and facilitating digital engagement and innovation.

The strong environment has no doubt led to positive economic and social impact, as reflected by the impact sub-index. Singapore ranked highest for this dimension and this reflects a society that had made significant improvements resulting from technological change and innovation. It shows that not only has Singapore created a culture of embracing technology, but has systems in place to ensure the benefits of that culture are achieved now, and in the future.

The only sub-category in the global index where Singapore was marked down was for “readiness,” which looks at infrastructure, digital content, affordability and skills.

N etw ork R ead iness I nd ex

D riv ers of the N etw ork R ead iness I nd ex

Ranked 1 st globally (no change since 2015)

E nv ironm ent The political, regulatory, business and innovation environments

U sag e Individual, business and Government usage

R ead iness Infrastructure, digital content, affordability and skills

I m p act Economic and social impact

Drivers Score

6.0 1st –

–

1st

16th

1st

6.0

6.1

6.1

World rank Since 2015

1

8

Source: World Economic Forum — The Global Information Technology Report 2016

Note: Score ranges from 1–7. Ranking in 2016 is out of 139 and in 2015 was out of 143.


Sing ap ore’s lead ing status is recog niz ed by it’s resid ents, w ho are informed and d emand ing d ig ital consumers

Attitudes to Singapore’s digital position

Base: Singapore (n = 1,000), Australia (n=1,500)

Q. In your opinion, how advanced is the Singaporean digital economy compared to the digital economies of other lead ing d ev elop ed cou ntries?

1 5 % 3 7 % 3 0 % 1 2 % 5 %

Agree ”less advance”

1 3 %

M uch more ad vanced A little more ad vanced A bout the same as other lead ing d evelop ed countries

A little less ad vanced M uch less ad vanced D on’t k now

About half of the population appreciate Singapore’s position as a m ore d ig itally ad v anced nationWe observe much less higher agreement by Singaporeans on its digital standing compared to how Australians regard the Australian digital economy.

Only 5% of Singaporeans could not make an assessment on their country’s relative digital standing, reflecting a society that is educated and aware of their position — a tech-savvy nation.

While the NRI positioned Singapore as the global leader in terms of embracing technology, there remains one-third of the population yet to be convinced. 30% think Singapore ranks about the same as other leading developed countries — one in eight think it is less advanced.

These results and the finding that 18% think that Singapore’s world-leading internet speed is still too slow indicates a highly demanding population of digital consumers.

Australia (AU): 18%

1 %

AU: 35%

AU “Don’t know”: 16%

M ore ad v anced5 2 %


F or some, afford ability remains an issue

While internet speed and access are judged fairly well by the majority, Singaporeans are divided over whether fixed internet access is affordable. A third found the cost reasonable, another third found it unreasonable (both 34%). This dissatisfaction is lower than observed for Australia.

Furthermore, in terms of affordability, our survey findings indicate that this does remain an issue and could hinder digital enterprise in Singapore. Just under half (44%) of respondents do not believe that the current cost of mobile data is reasonable. Here Singapore is not too dissimilar to Australia.

We may see perceptions change as Singapore’s ease of doing business (it was ranked first in the region by the World Bank Group) has enabled the entrance of a fourth Telco, MyRepublic. MyRepublic is meeting consumer’s needs by offering low-cost mobile data plans. The Government anticipates this will “bring about innovative and competitive services … and enhance mobile broadband services on a sustainable basis,” to the ultimate benefit of consumers.

The current cost of data used when roaming overseas for mobile devices (e.g., phones and tablets) is reasonable 5 5 % 1 8 %

The current cost of data used in Singapore for mobile devices (e.g., phones and tablets) is reasonable 4 4 % 2 8 %

The current cost of fixed internet access in Singapore (e.g., broadband) is reasonable 3 4 % 3 4 %

The current internet speed (via fixed internet access or mobile devices) in Singapore is reasonable 1 8 % 5 5 %

The current telephone network coverage in Singapore is reasonable

1 3 % 6 3 %

Base: Singapore (n = 1,000), Australia (n = 1,500)Q. To what extent do you agree or disagree with each of the following statements?Note: “Neither agree nor disagree” and “don’t know” not shown.

A g ree D isag ree

Australia (%)

4 8 / 2 5

5 5 / 2 0

6 1 / 1 0


Sing ap ore lead ing in eGovernment

The Singapore Government is modeling digital transformation, with a vision to be a leading eGovernment to better serve Singapore and Singaporeans in the knowledge-based economy. Specifically, as part of the Singapore eGovernment Action Plan, S$1.5b is being invested in:

• Pushing the envelope of electronic service delivery

• Building new capability and new capacity

• Innovating with infocomm technologies

• Anticipating to be proactive, sensing to be responsive

• Developing thought leadership on eGovernment

The Government’s progress in this regard was noted by respondents: 6 in 10 (59%) of Singaporeans agreed that the Government is effectively leveraging technology to improve public services. With one-third of the population “neutral” on the success of the Government in digitizing services, there remains work for the Singapore Government to do to be unequivocally leading.

The Next Gen NBN will help ensure Singapore has a world-class digital economy

The Government is doing a good job in using technology to improve the services it provides 8 % 5 9 %

4 7 %3 %

Base: Singapore (n = 1,000), Australia (n = 1,500)Q. To what extent do you agree or disagree with each of the following statements?Note: “Neither agree nor disagree” and “don’t know” not shown

A g ree D isag ree

NA

1 7 / 4 8

Australia (%)


‘‘ We are prepared to challenge our tried and tested ways of doing things to continually innovate and adapt business and operational processes, and to radically re-engineer and totally transform the way we do things.’’Singapore eGovernment Action Plan

A ttitud es to the Government and d ig ital economy

Singapore is currently home to more than half of Asia’s data centers. Given its strategic geographic location, world-leading connectivity, low risk of natural disasters and green credentials, this is expected to increase. This concentration of data centers is likely to make Singapore a particular target of cybercrime, requiring renewed focus on the cyber risk environment.

Singapore is aiming to become a more energy-efficient nation by developing sustainable data centers to support its digital economy in coming years. Already, the San Francisco-based real estate investment trust, Digital Realty Trust Inc. has chosen Singapore as the home of its eco-friendly Digital Loyang Way data center.

B eyond eG ov ernm ent and serv ices, the Sing ap ore G ov ernm ent is d oing a g ood j ob of g ov erning in a d ig ital ag e, bu t there are areas to ad d ressThe results, shown opposite, indicate that many Singaporeans are looking to their Government to regulate emerging digital social issues. Most revealing is Singaporeans’ privacy concerns, including how information given to organizations is stored and used, the overwhelming majority (75%) want the Government to impress greater controls and transparency.

In 2012, the Singapore Government enacted the Personal Data Protection Act (PDPA) to govern the “collection, use, disclosure and care of personal data.” As part of the PDPA, individuals can opt out of marketing and advertising calls and SMS. This may be helping to assuage some Singaporeans’ concerns, however, these results suggest that the Government, and organizations, need to take greater action to reassure consumers that their personal and financial information is safe, providing greater transparency choice and control. Self-selection should go beyond “I do not wish to receive marketing material” choices, and offer granular control over how personal information can be used.

While Singaporeans are largely aligned on the Government’s role in regulating organizations, personal privacy is a more polarizing issue. 43% call for the Government to take a more active role in monitoring online activity but 20% disagree.

Political and regulatory issues

Base: Singapore (n = 1,000)Q. To what extent do you agree or disagree with each of the following statements?Note: “Neither agree nor disagree” and “don’t know” not shown

A g ree D isag ree

Australia (%)

Governments could force organizations to be more transparent or upfront about how they use the consumer

information they capture3 % 7 5 % 4 / 7 9

I am concerned about the amount of cyberbullying (e.g., online harassment, trolling) in Singapore 8 % 5 7 % NA

The Government could take a more active role in monitoring the online activity of people 2 0 % 4 3 % 3 7 / 3 0

The Government is taking adequate action to protect against cyberbullying (e.g., online harassment, trolling) 1 5 % 4 1 % NA


Digital consumers

Digital consumers — device ownership and usage

H ig h sm artp hone ad op tion in Sing ap oreIn perhaps what is the most tangible indicator of Singapore’s digital economy, 95% of Singapore’s adult population has a smartphone. This level of smartphone penetration was the highest among any of the countries surveyed.

The majority of these smartphones operate on an Android system, reflecting the popularity and dominance of Android devices — more so than we observe in Australia.

Wearable fitness devices (18%) were also relatively more popular in Singapore than other countries, just above Australia (14%) and particularly higher than Malaysia (6%). This not only reflects an appetite for digital devices, but also differences in lifestyle preferences. It also represents Singapore as a prime location for opportunities in digital health products and ecosystems.

Another area where Singaporeans reported more devices were tablets, where 51% reported having tablets, e-readers or mini tablets. Significantly higher than Malaysia (33%) and New Zealand (44%), on par with Australia (49%).

D ig ital consumers: d evice ow nership

A p p le A nd roid O ther

Sm artp hone d ev ice p latf orm s

Base: Device usage: Singapore (n = 1,000)Q. Which of the following devices do you use whether at work or personal use?

Base: Use smartphone — Singapore (n = 962), Australia (n = 1,222) Q. Thinking about each of the following mobile devices that you use, what type of operating platform are they?

A smartphone 9 5 %

Portable laptop or notebook computer 7 6 %

Personal or desktop computer 6 0 %

Tablet, e-reader or mini tablet 5 1 %

Smart TV with internet access 3 3 %

Another type of mobile phone 1 0 %

TV set top box which enables internet connectivity 1 9 %

Smart watch 9 %

Wearable fitness device 1 8 %

Action camera in a head mount or harness 7 %

A game console with internet access 1 4 %

3D printer 4 %

Smart glasses 2 %

3 7 % 6 2 %Singapore 1 %

4 4 % 5 0 %Australia 5 %

D ev ice u sag e


D ig ital consumers: d evice ow nership — ap p eal of future d evices

D ig ital health d ev ices p otentially the new big thingWith rapid advances in wearable devices, we found that more than half (81%) of Singaporeans found health devices that digitally monitor internal organs appealing. The interest was much higher than the hyped trend of 3D printers or smart watches, and higher even than the current trend of wearable fitness devices (67% find these appealing). Perhaps it is a reflection of a nation highly engaged in long-term health monitoring.

Looking at the appeal of health devices across generations, showed no significant differences — Singaporeans of all ages could see a benefit in applying digital technology to monitoring health. This again reinforces the significant opportunity presented in the health market within Singapore.

3D printers are the next big device that excites Singaporeans. Strong appeal peaks at 16% among 18–34 year olds, with a low of 6% among 55–69 year olds. Unlike digital health devices that were preceded by wearable fitness devices, such as the FitBit, 3D printers may be still quite new and abstract technology, making it difficult to understand the everyday, practical benefits.

Health digital devices that monitor your internal organs, such as your

blood pressure and respiratory system1 7 % 3 7 % 2 8 % 5 %1 4 % 5 3 %

3D printer 1 1 % 2 4 % 3 1 % 2 6 % 8 % 3 5 %

Smart watch 3 0 %1 1 % 2 6 %2 8 % 5 % 4 1 %

Smart glasses 9 % 2 6 % 2 6 % 3 2 % 7 % 3 5 %

Wearable fitness device 7 % 2 7 % 3 3 % 2 6 % 6 % 3 4 %

Action camera in a head mount or harness 6 % 2 1 % 2 5 % 4 1 % 8 % 2 6 %

V ery ap p ealing F airly ap p ealing A little ap p ealing N ot at all ap p ealing D on’t k now

Base: Do not use device: Health digital device (asked of all, n = 1,000), 3D printer (n = 965), Smart watch (n = 902), Smart glasses (n = 982), Wearable fitness device (n = 820), Action camera (n = 927)Q. How appealing would each of the following digital devices be to you?

D ev ice ap p ealV ery or fairly

ap p ealing


H alf of the typ ical d ay sp ent on d ev icesOn average, Singaporeans spend over half the day (12.7 hours) using their digital devices, much of that time is spent in using a mobile phone (3.2 hours).

One-fourth of Singaporeans are using their mobile devices for over 5 hours a day, much higher than the usage in Australia, where only 12% are using devices for more than 5 hours per day.

Singaporeans are not quite as addicted to their devices as neighboring Malaysia who spend an extra hour per day on their devices (13.7 hours per day), 4.2 hours of which on a mobile device. Over one-third of Malaysians also spend more than 5 hours a day on their mobile, compared to one-quarter of Singaporeans doing the same.

D ig ital consumers: d evice usag e

Base: Singapore (n = 1,000), Australia (n = 1,500), Malaysia (n = 1,018), New Zealand (n=759)Q. Yesterday, how much time did you spend doing each of the following activities?

Sp end more than 5 hrs a d ay on d evice

A verag e time sp ent on d evices over a d ay

T otal averag e time sp ent on d evices— hours p er d ay

Using a mobile phone 3.2

Sing ap ore 12.7

2 6 %

2 6 %

Using a laptop or notebook computer 2.9

A ustralia 10.4

2 7 %

1 2 %

Using a personal or desktop computer 2.2

M alaysia 13.7

N ew Z ealand 8.8

1 8 %

3 8 %

8 %

Watching TV/movies via traditional TV (no internet connection) 2.1 1 1 %

Using a tablet, e-reader or mini tablet 1.1 6 %

Watching TV/movies via a TV with an Internet connection 0.9

Playing games on a game console 0.3

5 %

5 %


Sp end more than5 hrs a d ay on a mobile p hone


M obiles are m ore than j u st p hones, bu t are still p red om inantly com m u nication and netw ork ing d ev icesThe evolving functionality of smartphones is resulting in decreased use for traditional phone activities, such as calls and texts. In Singapore, just 1 out of 10 uses of a mobile phone is to make a call, their original purpose.

Mobile phones are now also used for broader activities, such as social media, surfing the web and playing games. Highlighting the changing utility of mobile phones from communication towards entertainment and retail devices.

However, communication still remains a core value of mobile phones — 48% of time is spent either texting, calling or on social media (a communication platform).

M obile p hone u sag e (proportion of time spent on each activity over a day)

T ex ting

2 1 %

T op activ ities

Social med ia

1 6 %

Base: Smartphone users (n = 962), Other type of mobile phone users (n = 92)Q. Approximately, how much of the total time that you used your mobile phone yesterday was to access/ d o each of the f ollow ing activ ities?

Web surfing

1 6 %

C alls

1 1 %Games

1 1 %

T rad itional activ ities

( e. g . , calling and tex ting )

3 2 %

N ontrad itional activ ities

(e.g., apps, surfing, media, g ames, social med ia)

6 8 %



Public locations are hot spots for Sing ap orean d ev ice u seOf the 11 places examined for regular use of devices, it was public places that were most popular in Singapore (68%), contrasting with Australia (43%) where private domains were top.

Key locations for device use in Singapore include public transport (59%), in bed (38%), shopping centers (30%) and outside (28%).

The use of smartphones and tablets on public transport was the highest of any country measured, and while this may be influenced but the importance of public transport in Singapore, it still reflects a nation with appetite for information and entertainment “on the go.” It also represents a significant opportunity in terms of media and ad serving. To engage and entertain the captive audience on public transport, there is an opportunity for advertisers to digitize out of home to stand out and offer a digitally rich experience to consumers — e.g., integrating virtual reality experiences, QR code scans and free downloads.

The use in shopping centers also offers great opportunities for retailers in Singapore to enhance and modernize the retail experience, beyond e-commerce.

• Use of beacon technology to serve relevant content or offers

• Apps to enhance the center experience — store maps, exclusive offers

• Offering entertainment downloads or engagement experiences — for those less interested in the shopping experience

• Digitally enhanced in store shopping experiences

Base: Singapore (n = 1,000), Australia (n = 1,500), Malaysia (n = 1,018)Q. Where and when do you use a smartphone or tablet?

L ocations sm artp hone/ tablets u sed reg u larly

Socializing

1 5 %

Driving

3 %

Shoppingcenter

3 0 %

Eating out

2 3 %

Outside

2 8 %

Publictransport

5 9 %

Bathroom/toilet

2 3 %

Eating athome

1 9 %

In bed

3 8 %

WatchingTV

2 5 %

At venue

1 3 %

Sing ap ore

Australia

M alaysia

5 9 %

3 5 %

4 4 %

4 3 %

6 0 %

6 8 %P ublic transp ort

W atching T V

In bed

T op sm artp hone or tablet u selocation

U se in any p u blic locations


Digital consumers — digital attitudes

D ig ital consumers: d evice attitud es

Base: Smartphone/tablet users Singapore (n = 974), Australia (n = 1,297)Q. To what extent do you agree or disagree with each of the following?

A g ree D isag ree

Attitudes and behavior among smartphone/tablet usersSingaporeans are highly device- centric u sers and d ig itally eng ag edWith Singaporeans spending over half the day collectively on their devices, it was unsurprising to find that three out of four smartphone and tablet users check their device immediately upon waking up (78%), and just before sleep (76%).

From a social and lifestyle perspective, 41% Singaporean smartphone and tablet users feel their social lives are reliant on their device and one in three (38%) admit they spend more time on their devices than talking with their partner. These are the highest levels of any country surveyed.

This may have driven the perceived level of addiction to smartphones and tablets with 37% agreeing they are addicted, again higher than any other country surveyed. Overall delivering a picture of a nation that is not only device-centric and digitally reliant, but one that is beginning to behave digital first.

I check my smartphone or tablet when Iwake up in the morning 1 0 % 7 8 % 6 6 %

I check my smartphone or tablet just beforeI go to sleep 1 2 % 7 6 % 5 9 %

I often multi-task (do other things as well)while using a smartphone or tablet 1 1 % 6 5 % 6 9 %

My social life would be nonexistent without asmartphone or tablet

3 4 % 4 1 % 2 4 %

I regularly switch off or get away from my 2 7 % 4 0 %smartphone or tablet to have some downtime

43%

I spend more time on my smartphone or tablet 3 3 % 3 8 %than I do talking with my partner or friends

2 3 %

3 3 % 3 7 %I’m addicted to my smartphone or tablet 3 1 %

Australia ( ag ree)



Base: Smartphone/tablet users Singapore (n = 974), Australia (n = 1,297)Q. What impact do smartphones and tablets have on each of the following aspects of your life?

P ositive imp act N eg ative imp act

I m p act of sm artp hones and tablets am ong sm artp hone/ tablet u sersSm artp hones and tablets essential f or u sers bu siness and hom e, bu t bad f or sleepThree out of four (73%) Singaporean smartphone and tablet users believed that smartphones and tablets had a positive impact on communication with family and friends.

The majority of Singaporeans also reported that smartphones and tablets had a positive impact on completing personal tasks (68%), their social life (63%) and their business networking (57%). Demonstrating again, Singaporeans digital engagement and that devices are essential equipment for Singaporeans working and home lives.

Even so, some Singaporeans indicated that these devices have a negative impact on lifestyle areas. One in four (27%) Singaporean smartphone/tablet users indicated that smartphones and tablets have a negative impact on sleep, and considering that many check their devices upon waking and before bed, this data underscores health and well-being advice that these devices make it more difficult to get to sleep.

Singaporean smartphone and tablet users also reported the highest figures for the negative impact on work-life balance (13% negative), almost twice as high as Malaysia (7%). It shows that while “on the go,” devices may have an overall net positive benefit, there were still parts of the community for whom “always on, always connected” is a struggle.

Communication with family and friends 6 % 7 3 % 7 3 %

Your ability to complete personal tasks or errands 6 % 6 8 % 5 9 %

Your ability to multi-task 5 % 6 7 % NA

Your sense of being in control 8 % 5 4 % 5 3 %

Your social life 6 3 %6 % 5 2 %

Your sense of belonging 5 0 %8 % 4 1 %

8 % 5 9 %Your work productivity NA

1 3 % 4 7 %Your work-life balance 3 7 %

5 % 5 7 %Your business networking 3 8 %

1 4 % 3 6 %Your stress levels 2 9 %

6 % 5 5 %Your happiness 4 8 %

2 7 % 3 1 %Your sleep 1 8 %

Australia ( p ostiv e im p act)


Australia ( ag ree)


Base: Singapore (n = 1,000), Australia (n = 1,500)Q. To what extent do you agree or disagree with each of the following?

A g ree D isag ree

Attitudes to digital engagementSingaporeans are digitally confident and sav v yContinuing the theme of Singaporeans’ high digital engagement, the survey shows a high reliance on search engines — four out of five people consider them an important part of their lives, much higher than Australians.

The majority of residents are also confident using digital devices, and we see low levels of people struggling with device evolution or more complex topics, such as cloud services. Overall, a digitally savvy and confident nation, more so than we observe in Australia.

This doesn’t mean that navigating the digital space is always easy for Singaporeans, 40% agree that keeping up with all the information is often overwhelming. Reflecting a need to ensure simple and seamless digital experiences, that make the consumer journey an easy one.

Search engines have become an important part of my life 3 % 8 2 % 7 3 %

I feel confident using, purchasing and managing digital devices 8 % 6 1 % 6 3 %

I often feel overwhelmed keeping up with all of the information at my fingertips

via my smartphone or tablet2 7 % 4 0 % 2 4 %

I love to find new apps or websites 3 9 %1 9 % 3 4 %

2 7 % 3 2 %I struggle to keep up with the rapid increase in digital device capabilities

4 0 %

4 3 % 2 8 %I don’t really understand what cloud services are

4 0 %


D ig ital consumers’ callouts: d evice usag e and attitud es

1 3 hou rs and5 4 m inu tes

1 in 2 ( 5 0 % )

T hree q u arters( 7 3 % )

H alf ( 5 2 % )

is the averag e amount of time g en Y sp end on d ig ital d evices in a day. This is significantly more than g en X ( 12 hours and 4 2 minutes) and B aby B oomers ( 11 hours and

12 minutes) .

O f 18 - to 3 4 -year-old smartp hone/tablet users ad mit to being

ad d icted to their d evices, hig her than 3 5 - to 5 4 -year-old s ( 3 3 % ) and

5 5 - to 69-year-old s ( 27% ) .

O f 18 - to 3 4 -year-old s feel confident using, purchasing and

manag ing d ig ital d evices, comp ared w ith 61% of 3 5 - to 5 4 -year-old s and

4 7% of 5 5 - to 69-year-old s.

O f 18 - to 3 4 -year-old s love to find new apps or websites,

( comp ared w ith 3 5 – to 5 4 -year-old s: 3 9% and 5 5 – to 69-year-old s: 25 % ) .


Digital consumers — digital activities

D ig ital consumers: d ig ital activities

O nline behav ior is both d iv erse and f req u entBy far, the most frequent online activity for digital devices is for social media and networking — with 98% of Singaporeans performing these tasks daily.

Internet-connected devices are also essential research tools for Singaporeans, with 96% using them weekly for this purpose.

The least established area is the use of internet-connected devices for goods and services, but this is only relative to the popularity of the other activities. With two-thirds of Singaporeans using their devices for goods and services, it is certainly now an established mode of access to service providers and retailers.

Research/knowledge

Entertainment and recreation 6 1 %

9 6 %

9 6 %

8 1 % 9 8 %

8 9 %

Social/networking 9 8 % 1 0 0 % 1 0 0 %

Goods and services consumption

(including banking)2 0 % 9 4 %6 6 %

Base: Singapore (n = 1,000)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ? Note: “Never” not shown.

F req u ency of activ ities d one online

A t least d aily W eek ly or more often A t least monthly

Savvy Sing ap ore: d ecod ing a d ig ital nation3 0

T he internet u sed to p rov id e d irectionEighty-five percent of Singaporeans used the internet tofind places or for accessing online maps at least once amonth, more than any other country surveyed, includingNew Zealand (82%), Malaysia (73%) and Australia (54%).In contrast, the results showed that many Singaporeanshave yet to engage in online education, such as onlinecourses, with 46% having accessed these types of onlinesites every month or more. This was the lowest of allcountries surveyed, including Malaysia (59%). Given thatSingapore and Malaysia share similar levels of digitalbehavior, this difference may be indicative of the level ofdemand and awareness for online education services.

T he internet as a g atew ay to nig htlif eand entertainm entThe most popular monthly online activity in respectto entertainment and recreation was searching forinformation on restaurant/bars (77% monthly ormore often). Not only was this the most frequentrecreation-related activity conducted online in Singapore,but it was also significantly higher than Malaysia(61%) and New Zealand (56%). The popularity ofaccessing entertainment information online was furthersupported by the finding that two out of three (67%)Singaporeans used the internet to find things to do orbuy entertainment tickets on at least a monthly basis.This was also significantly higher than Malaysia (61%) andNew Zealand (56%), and may be representative of greaterengagement from a business and consumer perspective.

Finding places or using online maps 2 2 % 8 5 %

Researching products and services 2 7 % 8 5 %

News and sport updates 5 3 % 8 3 %

Finding lifestyle information 2 0 % 8 0 %

Work or business purposes 5 7 % 7 8 %

Education 1 2 % 4 6 %

F req u ency of activ ities d one online: research/ k now led g e

D ig ital consumers: d ig ital activities

D aily u se f or research: 8 1 %

Search for information on restaurants/bars

Reading blogs or online communities

Streaming and downloading music, podcasts, TV, or film

Finding things to do/Buying entertainment ticketsGame apps on smartphone/tablets

Games on computer/gaming consoles

1 1 %

2 4 %

2 4 %

1 1 %

2 9 %

1 9 %

7 7 %

7 2 %

6 7 %

6 7 %

6 1 %

4 9 %

F req u ency of activ ities d one online: entertainm ent and recreation

D aily u se f or entertainm ent: 6 1 %

Base: Singapore (n = 1,000)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ?

Savvy Sing ap ore: d ecod ing a d ig ital nation 3 1

T he internet as a social lif e essentialNinety-eight percent of Singaporeans are using the internet every day for social purposes, with 71% active daily on social media and four out of five (79%) of Singaporeans using online messaging services every day.

Social networking uses are much higher in Singapore compared to Australia, where only 78% are active on social networks monthly, (90% Singapore) and only half of Australians (51%) use online message and calling monthly (versus 91% in Singapore).

These figures not only indicate how digitally connected Singaporeans are, but also show how essential devices and mobile data are to connecting with each other.

E stablished bu t still room to g row f or e-commerceWhile e-commerce is not the most prevalent online activity for Singaporeans, weekly incidences of online goods and services consumption in Singapore is on par with Malaysia (66%) and just behind Australia (72%). New Zealand actually sets the bar with 9 out of 10 (89%) residents using the internet at least weekly for goods and services, and one-third (35%) on a daily basis (compared to 20% of Singaporeans).

In all countries, including Singapore, banking is the main service under taken online — although e-commerce is well established in Singapore with one-third to nearly half of Singaporeans shopping online for goods.

Banking and finance

Grocery shopping

Purchase meals

Buy clothesBuy other online retail products

Buy beauty or health products

Downloading e-books

1 2 %

3 %

4 %

2 %

4 %

2 %

3 %

8 9 %

4 7 %

4 3 %

4 0 %

3 9 %

3 7 %

2 6 %

Base: Singapore (n = 1,000)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ?

F req u ency of activ ities d one online: g ood s and serv ices consu m p tion

A t least d aily M onthly or more often

D ig ital consumers: d evice activities

D aily u se f or g ood s and serv ices: 2 0 %

W eek ly u se: 6 6 %

Reading personal emails 9 0 % 9 9 %

Online messaging and calling 7 9 % 9 1 %

Social media/networks 7 1 % 9 0 %

F req u ency of activ ities d one online: social/ netw ork ing

A t least d aily M onthly or more often D aily u se f or social: 9 8 %


Gen Y’s w ere more lik ely to und ertak e a rang e of online activities on a d aily basis, includ ing using :

• Social m ed ia ( 8 3 % )

• Stream ing or d ow nload ing m u sic ( 4 2 % )

• Sm artp hone/ tablet g am es ( 3 7 % )

• F ind ing p laces u sing online m ap s ( 2 8 % )

• E d u cation ( 2 1 % )

• B u ying entertainm ent tick ets ( 1 7 % )

• Searching f or restau rant or bar inf orm ation ( 1 7 % )

M ales w ere more lik ely to g o online for new s and sp ort up d ates d aily.

( 6 0 % v ersu s 4 5 % f or f em ales)W hereas females w ere tw ice as lik ely to g o online for

lifestyle information on a d aily basis.

( 2 6 % v ersu s 1 4 % f or m ales)

B aby B oomers in comp arison w ere the least lik ely to eng ag e in any of those activities on a d aily basis, esp ecially check ing social med ia ( 5 8 % ) .

T here w ere no other significant differences betw een Sing ap orean males and females in terms of d aily activities d one online.

D ig ital callout: activities d one online


D ev ices u sed f or research/ k now led g e

D ev ices u sed f or entertainm ent and recreation

Education (194)

3 5 %

5 9 %

1 5 %

3 1 %

Finding things to do/buying tickets (226)

3 2 %

5 7 %

1 8 %

5 5 %

Finding lifestyle information (259)

4 0 %

5 1 %

1 7 %

4 7 %

Gambling (31)

2 9 %

1 7 %

1 9 %

2 7 %

Finding places or using online maps (280)

2 7 %

4 0 %

1 6 %

7 4 %

Streaming music, podcasts, TV, or film (224)

3 1 %

5 2 %

2 2 %

3 9 %

News and sport updates (243)

3 3 %

4 7 %

2 5 %

6 1 %

Searching for information on restaurants/bars (216)

3 2 %

5 3 %

2 1 %

6 5 %

Researching products and services (267)

4 2 %

5 8 %

2 1 %

4 6 %

Reading blogs or online communities (225)

3 1 %

5 0 %

2 1 %

4 5 %

Work or business purposes (205)

4 7 %

5 2 %

9 %

4 2 %

Desktop Laptop or notebook Tablet or mini tablet Smartphone

Base: Singapore (n = 1,000)Q. Thinking about the activities you do online, please tell us what devices you use when you undertake each of the following.

D ig ital consumers: d ig ital activities D evice used for activities


D ev ices u sed f or social netw ork ing

Online messaging and calling (236)

1 4 %

2 2 %

1 1 %

8 4 %

Reading personal emails (292)

4 1 %

5 9 %

1 9 %

6 5 %

Social media/ networks (291)

3 2 %

3 8 %

2 5 %

7 5 %

Desktop Laptop or notebook Tablet or mini tablet Smartphone

Base: Singapore (n = 1,000)Q. Thinking about the activities you do online, please tell us what devices you use when you undertake each of the following.

D ig ital consumers: d ig ital activities D evice used for activities

D ev ices u sed f or g ood s and serv ices consu m p tion

Banking and finance (275)

3 3 %

6 1 %

1 1 %

4 1 %

Buying beauty or health products (192)

4 4 %

5 0 %

1 7 %

2 7 %

Buying clothes (192)

3 1 %

6 1 %

1 9 %

2 3 %

Buying other online retail products (194)

3 8 %

5 5 %

1 7 %

2 8 %

Downloading e-books (155)

1 6 %

3 5 %

4 1 %

3 2 %

Grocery shopping (187)

3 2 %

4 8 %

2 0 %

3 1 %

Purchasing meals (e.g., takeaway/delivery) (191)

3 3 %

4 0 %

2 1 %

4 3 %


Digital consumers — digital experiences

A g ree D isag ree

D ig ital consumers: d ig ital ex p eriences

Organizations’ digital presence are becoming increasingly important for Singaporeans. Forty-three percent of Singaporeans judge an organization by its digital presence, and the majority agree that a poor digital experience will result in loss of custom.

The stakes have never been higher for Singapore business to get digital right, but this doesn’t mean that customers require an app; only 22% agreed that they are disappointed if a company doesn’t have an app. Instead, organizations should be looking at how they offer a high-quality and seamless online experience that is symbiotic to any physical presence.

Australia ( ag ree)

D ig ital ex p eriences

Organizations that fail to offer consumers a high-quality digital experience run the risk of losing me as a customer 1 2 % 5 4 % 4 5 %

I judge a company by their online presence 1 8 % 4 3 % NA

I am disappointed if a company doesn’t have an app 3 6 % 2 2 % NA



Note: Figures calculated by subtracting the % of “worst” responses from the % of “best” responses for each industry sector.

B est ex p erience

Social media seen as the ‘best’ for d ig ital ex p erienceOur industry index, given here, contrasts views on the “best” and the “worst” digital experiences.

We found that in Singapore, social media was rated as the “best” industry for digital experience, well ahead of the second-placed industry — entertainment (including TV, films, and media) and the third-placed industry — travel. This finding is also in line with other nations, where social media consistently ranks highest (New Zealand — +43%, Malaysia — 51%).

In line with the earlier findings showing the strength of Singapore economy and the Government adopting digital, we see the Government fairing relatively well. The Singapore Government’s success in digital is most evident when compared against government digital experiences in Australia (-29%), New Zealand (-24%) and Malaysia (-33%%)

Industries primed for improvement in their digital experience include insurance, real estate and utilities.

Gambling – 1 9 %

Dating services – 1 6 %

Utilities – 1 5 %

Real estate – 1 5 %

Insurance – 1 5 %

Automotive – 7 %

Groceries – 6 %Investment, superannuation and

pension/retirement savings – 7 %

Magazines – 5 %

Education – 5 %

Government – 4 %

Beauty and health products -3%

Telecommunications + 1 %

Clothes and footwear + 1 %

Health, fitness and sport + 2 %

Restaurants + 4 %

Hotels + 6 %

Newspapers + 8 %

Computer/console games + 9 %

Lifestyle + 1 0 %

Financial services + 1 2 %

Music + 1 5 %

Travel + 2 4 %

Entertainment, TV, films and media + 3 6 %

Social media + 4 3 %

W orst ex p erience

Base: Singapore (n = 1,000)

Q. Overall, which of the following industry sectors or categ ories d o you think of f er the best/ w orst d ig ital ex p eriences?

D ig ital consumers: d ig ital ex p eriences O verall ind ustry ind ex ( “ best” rating minus “ w orst” rating )


Australia ( v ery

im p ortant)

D ig ital consumers: d ig ital ex p eriences Imp ortant factors in p rovid ing hig h-q uality d ig ital ex p eriences

K ey f actors ind icativ e of a d ig itally eng ag ed cu ltu reDespite being tech-savvy, Singaporeans remain cognisant of the risks inherent to always being digitally connected. They still rated the most important factor of a high-quality digital experience as having safe and secure transactions (98% very or fairly important). This was consistently the most important factor across all countries surveyed.

Delivering a high-quality experience in Singapore requires some components consistent to all nations — surveyed-secure transactions, safe personal information storage, being responsive to customer queries and ensuring an easy-to-navigate website.

Most interesting is the relative importance Singaporeans place on a customized and mobile-optimized experience, compared to other nations. This finding reflects the shift towards a “mobile first” mentality that appears to be occurring in Asia. It should signal the value of investing in mobile based digital experiences as well as customer and marketing analytics to tailor experiences.

Base: Singapore (n = 1,000), Australia (n = 1,500)Q. How important are each of the following for organizations that wish to provide high-quality d ig ital ex p eriences?

C u stom iz ation

E ase/ conv enience

Saf ety and secu rity

R eal tim e/ liv e u p d ates and assistance

V ery imp ortant V ery/ fairly imp ortant

Being responsive to online customer queries and feedback 6 1 % 9 5 % 6 3 %

A website that is optimized for viewing and using on a mobile phone 4 6 % 8 8 % 3 0 %

Tailoring of any digital advertising and promotion to your interests or characteristics

Developing dedicated apps for common needs 3 8 % 8 2 % 1 9 %

2 4 % 6 7 % 1 7 %Integrating websites with social media

or other networks 2 2 % 6 5 % 1 4 %

Having your information seamlessly integrated across all point of contact 4 6 % 8 8 %

A website that is easy to navigate 6 9 % 9 6 % 7 5 %

Safe and secure transactions 8 2 % 9 8 %

Providing online order tracking or live updates 5 0 % 9 1 %

Having an easy process for buying goods and services 5 1 % 9 5 % 5 8 %

Secure storage of personal details 7 3 % 9 4 %

Access to “live” assistance online or by phone 3 5 % 7 8 %

Having contact information that is easy to find 5 6 % 9 5 % 6 6 %Having general or product information that is

easy to find 5 2 % 9 4 % 6 4 %

Enabling ordering and purchasing to be handled online 4 3 % 8 9 % 4 7 %

Having the same experience online as you would in-store or vice versa 4 0 % 8 7 % 4 0 %

NA

8 5 %


D ig ital consumers: d ig ital ex p eriencesEx p ectations of org aniz ations and d ig ital concerns


A g ree D isag ree

D ig ital concerns

The most important factor of a digital experience was having safe and secure transactions (82% very important). Not only was this the most important factor in all countries surveyed, but it also shows that many Singaporeans were still cognisant of the risks inherent in online shopping. Despite Singaporeans being digitally active, the importance of safe and secure transactions shows that Government and organizations alike need to implement online security measures, monitor potential attacks and provide reassurance to the broader public.

Further supporting this is that while delivering a high-quality digital experience is important, ultimately Singaporeans are more concerned about what data organizations can see and how it is.

This is an interesting consideration for organizations looking to personalize experiences and tailor media serving — while Singaporeans are more interested than other nations in these activities, ultimately, they still highly value privacy and security — organizations need to be very transparent in how they use data and ensure they reassure consumers about security.

1 6 % 4 5 %I worry about what health information organizations can

access (such as data from wearable fitness devices or smartphones)

NA

Organizations should be more transparent or upfront about how they use the consumer information they capture 8 1 %1 % 7 8 %

4 % 7 2 %I worry about what personal information organizations can access (such as my location or messages)

6 4 %

6 % 6 6 %I worry about what information organizations can access about my digital behavior (such as what I do online)

NA

Australia ( ag ree)


5 8 %of males ag ree that org aniz ations failing to offer

hig h-q uality d ig ital ex p eriences risk losing them as a customer ( comp ared to 4 9% of females) .

1 8 to 3 4 year old sare the most lik ely ag e g roup to j ud g e a comp any by their online p resence are the most lik ely ag e g roup to j ud g e a comp any by their online p resence ( 5 8 % ag ree comp ared to 3 8 % of 3 5 -5 4 year old s and 3 2% of 5 5 -69 year old s) .

D ig ital call out: d ig ital ex p eriences

These findings underscore the imp ortance of a hig h-q uality ex p erience, p articularly for brand s or p rod ucts targ eting young males.


Digital consumers — social networking and entertainment

WhatsApp the big mover in the social m ed ia battleg rou ndNinety-six percent of Singaporeans reported that they are currently using WhatsApp, the highest of any social media platform included. This figure beats those seen for Facebook; we can also see momentum in WhatsApp usage. Two out of three Singaporeans reported they were using WhatsApp more frequently than a year prior, indicating that WhatsApp will continue to grow and establish itself as one of the dominant social media platforms in Singapore. The most common function of WhatsApp was communication with family and friends (84% cited that function for WhatsApp).

Notably, there was little difference observed in current usage between age groups. 18–34 year olds lead the way — recording a significantly higher usage (98% currently use WhatsApp) compared with 35–54 year olds and 55–69 year olds (both 94%). It suggests that the social media platform had universal appeal, perhaps due to its simplicity and ease of use.

We can also observe that Singaporeans are much more active across all social media platforms compared to Australia.

D ig ital consumers: social netw ork ing and entertainmentA w areness and usag e of social netw ork ing

C urrently using any social med ia

9 9 %

L ink ed In use among those emp loyed

5 4 %

Social m ed ia u sag e

Base: Singapore (n = 1,000), Australia (n = 1,500)Q. How would you describe your awareness and usage of the following social media networks compared to 1 2 m onths ag o?

WhatsApp 6 7 % 9 6 %

Facebook 4 4 % 9 2 %

Google+ 1 8 % 6 2 %

Instagram 1 7 % 5 4 %

Linkedin 1 0 % 4 9 %

Twitter 7 % 3 9 %

LINE 7 % 3 8 %

WeChat 1 1 % 3 8 %

Pinterest 3 % 2 8 %

Viber 3 % 2 5 %

Snapchat 2 0 %5 %

Flickr 1 8 %1 %

Meetup 1 3 %1 %

MySpace 1 1 %1 %

Periscope 9 %0 %

Tumblr 2 1 %3 %

U sing more freq uently than 12 months ag o C urrently using

Tinder 1 0 %1 %

NA

7 9 %

4 7 %

2 7 %

3 6 %

2 9 %

Australia ( cu rrently

u sing )


59% of employed males currently use LinkedIn, compared

with 47% of employed females.

Among 18–34 year olds, Instagram was the third-most popular social media platform.

7 in 10 (72%) 18-34 year olds are currently using Instagram,

with 32% using it more frequently than they were 12 months ago.

59% 47%

Digital callout: awareness and use of social media

Savvy Singapore: decoding a digital nation44

TV shows

Movies

Music

Games

Published e-books

5 1 %

5 1 %

4 8 %

3 8 %

3 0 %

4 4 %

4 5 %

4 5 %

5 6 %

6 3 %

4 %

5 %

7 %

7 %

7 %

Base: Singapore (n = 1,000)Q. How would you describe your usage of sites or programs to download/stream unauthorized content com p ared to you r u sag e 1 2 m onths ag o?

Downloading/streaming unauthorized files

Currently downloading/streaming unauthorized files

Stop p ed using

W asn’t using 12 months ag o/ never used these p rog rams

C urrently accessing any

unauthoriz ed content: 63 %

U nau thoriz ed d ow nload ing / stream ing of T V and m ov ies p rev alentAlmost two-thirds (63%) of the Singaporeans surveyed were currently downloading or streaming unauthorized content. TV, movies and music are the most common media for piracy.

While Singaporeans were more likely to be accessing content illegally compared to New Zealand (58%) and Australia (46%), levels are not nearly as high as those observed in Malaysia (83%). This may be due to freer availability and access to legal content in Singapore, or a representation of more attitudinal barriers to downloading/streaming unauthorized content, such as a normative resistance to pirating, or fears around cybersecurity.

Regardless, piracy is still a challenge for media producers and distributors in Singapore. Understanding and examining the reasons (including accessibility and type of content), how other nations are tackling globalization of content and the challenges presented by a connected world, will be key to tackling continued piracy.

The likelihood of pirating TV and movies decreased with age; piracy is likely driven by socio-economic factors of a younger population, as well as being more media-savvy and alert.

D ig ital consumers: social netw ork ing and entertainment Downloading/streaming unauthorized files


D ig ital consumers: social netw ork ing and entertainment N ew w ays of accessing entertainment

Streaming of T V movies is established , but still has p otential to further challeng e trad itional channel

When looking at authorized access to media content — when it comes to TV shows and movies — the traditional channels (including going to the cinemas, watching free-to-air TV, pay TV subscription, and buying or hiring physical DVDs) are still dominating in Singapore. 90% of Singaporeans reported using traditional services — almost twice as popular as streaming services (53% use streaming providers like Netflix).

Despite Singapore being a more digitally savvy nation, streaming of movies and TV shows is similar to those observed in Malaysia (57% using streaming services). This may more be a function of the availability and maturity of streaming services in the Singapore market, than the appetite for services.

Accessing TV shows and movies

Base: Singapore (n = 1,000)Q. Which of the following do you use to access TV Shows and movies?

Streaming/download

Traditional

5 3 %

9 0 %

F ree to air T V ( 6 0 % )

Go to the cinema ( 5 9 % )

Subscrip tion to p ay T V ( 3 9 % )

Stream freely on a TV Channel site or app 3 8 %

Download unauthorized files through a site or program 1 5 %

Subscription to streaming providers 9 %


D ig ital consumers: social netw ork ing and entertainment N ew w ays of accessing entertainment

A different picture of media consumption emerges when looking at music, where streaming (86%) has overtaken traditional channels (68%).

We also see the dominance of streaming music over physical purchases or listening to radio (traditional channels) in Malaysia (streaming: 93%) and New Zealand (83%). Although in Australia there remains much more of a balance between old and new ways of accessing content (Streaming: 66%).

While use of streaming services is the most common way of accessing music in Singapore, this is driven by accessing free music content on YouTube (69%) versus paid streaming services, which are still establishing (streaming subscription services — 20%, e.g., Spotify, Apple Music).

Accessing music

Base: Singapore (n = 1,000)Q. Which of the following do you use to acquire or listen to music?

Streaming

Traditional

8 6 %

6 8 %

Listen to a music channel/program on the TV 2 5 %

Streaming subscription service (e.g., Spotify, Apple Music) 2 0 %

Buy a physical CD in-store 2 0 %

L isten to the rad io online ( 3 6 % )

C ar rad io/ stereo ( 3 8 % )

W atching YouT ube ( 6 9 % )


Digital consumers — digital expenditure

A ttitud es to d ig ital ex p end iture

M aj ority of Sing ap oreans com f ortable w ith their d ig ital ex p end itu reTwo out of three Singaporeans (64%) felt they spent “the right amount” on digital devices and experiences, with that amount being, on average, S$1,265.76 on up-front purchases and S$188.81 on monthly purchases.

For monthly expenditure, those who felt they spent too much (23%) reported spending significantly more on three key areas: smartphone/mobile phone bills ( S$87.91), home phone and internet bills ( S$66.92), and entertainment subscriptions to services, such as Pay TV, music, or movie streaming ( S$34.03). These costs not only reflect staple digital access expenses, i.e., phone and internet access, but also discretionary purchases, like Netflix or Spotify. There were no demographic differences between those who felt they spent too much, too little or the right amount, suggesting attitudes to the digital environment drive expenditure.

Attitudes to digital expenditure

Average spend (S$) across differing attitudes to expenditure

Sp end too little

S$773.84Up-front/once-off

Sp end j u st the rig ht am ou nt

S$188.81 S$289.83

Sp end too m u ch

1 3 %

6 4 %

2 3 %

M onthly S$135.18

S$1,265.76 S$1,630.70

Base: Singapore (n = 1,000)

Q. Which of the following statements best apply to you?


A verag e up -front/ once-off ex p end iture

Sing ap oreans are the big g est sp end ers on once-off digital, but are they really?When assessing how much Singaporeans spent on up-front or once-off items, computers, including hardware and software, was the single biggest item (S$448.50), followed by smartphones (S$319.61). Considering the reported positive impact that smartphones and the broader internet had on daily lifestyle, it was interesting to find that Singaporeans spent more on these kinds of purchases than neighboring Malaysians (S$226.97 on computers and S$229.42 on smartphones). Indeed, the results showed that Singaporeans also outspent Malaysians on Smart TVs (S$142.92 versus S$70.12), tablets (S$113.36 versus S$57.40) and wearable fitness devices (S$22.91 versus S$12.56).

While these results show that Singaporeans typically spent twice as much as Malaysians did on up-front digital purchases, these do not account for differences in wage earnings. Data from the International Labour Organization has shown that, on average, Singaporeans earn to 2.7 times more than Malaysians. When considering “real expenditure,” i.e., expenditure incorporating earnings, it suggests that Singaporeans may not invest as heavily.

Base: Spend among total Singaporean sample (n = 1,000)Q. In the past 12 months, approximately, how much have you personally paid up-front (once-off fee) for your … ? (Amounts quoted are in S$).Note: All amounts quoted are in Singapore dollars (S$). References to Malaysian spend are captured in Malaysian ringgit and converted into S$ using a conversion rate of 0.34.

Average up-front/once-off expenditure

Smartphone(s)/mobile phone(s) such as buying a phone

Computer(s) such as buying a laptop, software

Smart TV (internet-connected, with streaming apps/functionality)

Tablet(s), e-reader(s) or mini tablet(s) such as buying a tablet

TV with only free-to-air access

Game console(s) such as buying a console

Personal training and fitness wearable device(s) or Smart watch such as buying a fitness band

TV set-top box

Action camera in a head mount or harness such as buying an wearable action camera

Other once-off digital costs

S$448.50

S$319.61

S$142.92

S$113.36

S$78.78

S$23.78

S$22.91

S$16.57

S$15.04

S$100.47


Average monthly expenditure

A verag e monthly ex p end iture

Sing ap oreans sp end big on sm artp hone/ m obile p hone billsReflecting the positive benefits received from mobile phones and tablets, smartphone/mobile phone bills were the largest average monthly expenditure among Singaporeans (S$64.04). Not only was this the largest single expense, but it was also more than double that of New Zealand (S$27.23) and Malaysia (S$28.16) costs. This data reflects the perceived high costs of data and digital connections observed earlier in the study.

Base: Spend among total Singaporean sample (n = 1,000)Q. On average, approximately how much do you personally spend on the following per month? (Amounts quoted are in S$).Note: All amounts quoted are in Singapore dollars (S$). References to Malaysian spend are captured in Malaysian ringgit and converted into S$ using a conversion rate of 0.34.

Home phone or home internet plan such as broadband bills

Smartphone(s)/mobile phone(s) such as phone bills, not including apps

Smartphone or tablet apps such as one-off purchases and subscription services

PayTV/Cable, music or TV/movie streaming such as monthly subscriptions

Computer(s) such as data plans for a laptop

Tablet(s), e-reader(s) or mini tablet(s) such as data plans and e-books, not including apps

Game console(s) such as buying games and subscriptions

Other regular digital costs

S$64.04

S$48.39

S$25.77

S$23.53

S$14.35

S$7.15

S$4.75

S$16.41


Digital business — e-commerce and digital retail

D ig ital business: e-commerce and d ig ital retail

U se of d ig ital d ev ices f or online g ood s and serv ices is w ell established , p resenting either a p otential challeng e or op p ortu nity f or p hysical bank s and retailersWhile e-commerce is not the most prevalent online activity for Singaporeans, weekly incidences of online goods and services consumption in Singapore is on par with Malaysia (66%) and just behind Australia (72%) in all countries; this is predominantly driven by frequency of online banking and finance transactions.

New Zealand actually sets the bar with nine out of ten (89%) using the internet at least weekly for goods and services, compared to 66% of Singaporeans. With one-third (35%) of New Zealanders doing so on a daily basis, compared to only 20% of Singaporeans.


Australia

Base: Singapore (n = 1,000), Australia (1,500), Malaysia (1,018) and New Zealand (759)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ?

W eek ly or more oftenM onthly or more often

A t least d aily

Singapore

2 0 %

6 6 %

9 4 %

Malaysia

9 2 %

6 6 %

2 6 %

New Zealand

3 5 %

8 9 %

9 7 %

9 1 %

7 2 %

NA


Australia N ew Z ealand M alaysia

D ig ital business: e-commerce and d ig ital retail T here remains op p ortunity for omni-channel retail g row th

In all countries, including Singapore, frequency of online banking and finance transactions is the key activity under “goods and services.”

E-commerce is well established in Singapore with one-third to almost half of Singaporeans shopping online. Singaporeans are active online shoppers, more so than seen in Australia, Malaysia or New Zealand across groceries, clothes, beauty and meals.

It is worth considering why Singapore has so readily engaged with e-commerce, despite proximity and availability of stores.

These statistics are a heady call to existing and physical retailers to ensure they are offering a quality online digital experience, and an opportunity to understand why Singapore is looking online. Customer research is pivotal for retailers to ensure they genuinely understand, and do not assume, what customers want and where the market is heading.


M onthly or more often

2 8 % 2 7 % 3 9 %

NA 3 7 % 3 7 %

2 9 % 3 2 % 3 4 %

NA 3 1 % 3 6 %

2 6 % 2 5 % 3 5 %

NA 2 0 % 3 1 %

8 8 % 9 4 % 8 6 %


Banking and finance

4 7 %Grocery shopping

Purchase meals

Buy clothes

Buy other online retail products

Buy beauty or health products

Downloading e-books

8 9 %

4 3 %

4 0 %

3 9 %

3 7 %

2 6 %

M onthly or more often

Base: Singapore (n = 1,000), Australia (1,500), Malaysia (1,018) and New Zealand (759)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ?

D ig ital business: e-commerce and d ig ital retail

E-commerce is set to increase, challeng ing p hysical retailersWhile the ultimate size of the e-commerce market in Singapore may be limited by its smaller population (versus Malaysia or Australia), the Singaporean online retail market still has significant opportunities for adoption and growth. Over half (55%) of the Singaporeans surveyed called for more online retailers, similar levels are observed in Malaysia (51%).

The potential growth of e-commerce platforms in Singapore has already been recognized by Chinese tech giant, Alibaba, which is investing around US$1 million in Lazada, a locally headquartered e-commerce platform. The transaction, which will bring brands and distributors on Alibaba’s platform access to the Southeast Asian market, will further build momentum in online shopping.

However — as online retail is set to grow, these findings suggest e-commerce is still maturing and that Singaporeans not ready yet to let go of in-store, physical shopping experiences. Only one-third of Singaporeans currently prefer to shop only online, with similar levels preferring to conduct transactions online. Even fewer Singaporeans show a preference for communication via social media.

Base: Singapore (n = 1,000)Q. To what extent do you agree or disagree with each of the following? Note: ‘Neither agree nor disagree’ and ‘don’t know’ not shown

D isag ree A g ree

Attitudes to digital shopping

I’d rather conduct transactions, such as ordering and purchasing, over the internet than by phone or face-to-face

I would like to be able to purchase from more retailers online

2 4 %

I prefer to communicate with an organization via social media than any other method of communication

I prefer to shop online for most things

3 8 %

5 5 %

3 7 %

2 9 %

1 2 %

3 0 %

3 6 %


Around half of Singaporean consumers expect a high-quality digital experience as an entry to purchase (54%) and judge a company by their online presence (43%). Add to this that 83% of consumers start their journey on the internet, then we can see the importance of search engine optimization and a digital strategy. An optimized, high-quality digital experience is an increasingly a key business success metric to ensuring consumers first experience of the brand, which is increasingly likely to be a digital experience, is a good one.

Digital experiences, even in retail, are not only about online shopping and e-commerce. For many, the physical shopper journey is becoming a more digitally integrated one; aside from often starting their research online, almost half of Singaporean shoppers (49%) are also doing digital research while in store.

Our findings suggest that there is significant opportunity, in Singapore, in merging bricks and mortar with the digital experience. As the Singaporean digital-savvy market matures further, integrating digital for a seamless, omni-channel experience is key.

Base: Singapore (n = 1,000), Australia (1,500)Q. To what extent do you agree or disagree with each of the following?Note: ‘Neither agree nor disagree’ and ‘don’t know’ not shown

D isag ree A g ree

Attitudes to digital shopping

I’ll often conduct online research for a product, while I am in store or at the point of purchase 4 9 %

If I’m looking for a new product/service, I’ll typically look on the internet to start my research 8 3 %

D ig ital business: e-commerce and d ig ital retail Integ rating d ig ital for a seamless, omni-channel ex p erience is k ey

2 3 %

D ig ital ex p eriences

I judge a company by their online presence

Organizations that fail to offer consumers a high-quality digital experience run the risk of losing me as a customer 5 4 %1 2 %

4 3 %1 8 %

8 1 %

3 2 %

4 5 %

Australia ( ag ree)

4 %

NA


D ig ital business: e-commerce and d ig ital retail T he future of retail

Existing Singaporean companies, particularly physical stores, must look beyond and build seamless shopping experiences for consumers, who want to use multiple digital devices across various touch points. To ensure the customer experience is seamless and memorable, companies need to present consistent information.

Rather than having a break point at the street level, retailers need to close the loop with in-store technologies and new fulfillment models to extend and enhance the digital experience in-store:

T ablets

Tablets untether management and associates, put information at employees’ fingertips and help to capture sales by ordering out-of-stock products online.

Artificial Intelligence (AI) and robotics

Use of AI and robotics in stock management and retrieval.

D ig ital shelv es

Digital shelves can display product information, prices and promotions which adapt based on the proximity and interests of shoppers. Displays could include QR scan codes or digital display for accessing further product information and reviews.

E lectronic labeling

Digital could enable electronic labeling in stores. These could connect shopper’s smartphone and retailer’s computer systems, allowing retailers to change prices dynamically. This is particularly relevant with perishable food, where it could automatically become less expensive as its use-by date approaches. Benefits also include the ability for retailers to monitor and adapt to customers’ behavior, interests or needs in real time.

I nteractiv e screens and 3 D

Interactive screens and 3D or virtual reality displays provide shoppers with dynamic interactive content, including videos. This is finding traction in connected fitting rooms too.

Mobile check-out

More stores may choose to integrate “mobile check-out’, with apps that allow customers to scan products on their own phones as they place goods in their baskets, immediately allowing them to see offers and giving customers a running total of spend, on their device.


Digital business — digital payments and banking

Frequency of activities done online: banking and finance

Singapore

Australia

Malaysia

New Zealand

A t least w eek ly M onthly or more often

D ig ital business: d ig ital p ayments and bank ing

D ig ital bank ing now bu siness as u su al, bu t scop e f or im p rov em ent Nine out of 10 Singaporeans (89%) reported that they engaged in online banking and finance activities at least once a month. This reflects that online banking has become an established part of life. This usage is broadly in line with those observed in Malaysia (86%) and Australia (88%). Interestingly, we see uptake of digital banking and payments leading in New Zealand (94%).

However, we see that digital banking and payments are not yet quite as ingrained in everyday life in Singapore compared to AU or NZ. Around half of Singaporeans are using the internet for banking at least weekly (47%), compared with 66% in Australia and 85% in New Zealand.

Given that Singaporeans tend to be more digitally active and engaged, banks in New Zealand may be offering a better digital experience — which encourages frequent use.

There is certainly opportunity here for Singapore to look toward these Asia-Pacific nations to understand the differences in digital experience and consumer behavior in banking and finance.

Base: Singapore (n = 1,000), Australia (1,500)Q. How often do you use the internet for each of the following activities (whether accessed via a mobile d ev ice, ap p , a d esk top com p u ter or Sm art T V ) ?

8 9 %

4 7 %

8 8 %

6 6 %

9 4 %

8 5 %

5 4 %

8 6 %


D ig ital business: d ig ital p ayments and bank ing

8 8 %

Online banking through your bank’s app

Payment by tapping your credit card or EFTPOS card

Online banking through your bank’s website

Payment using a non-bank mobile app when physically

purchasing the item or service

Payment by tapping your mobile phone when physically purchasing the item or service

O nline bank ing established , Sing ap ore lead s u p tak e of d ig ital p aym entsNine in 10 Singaporeans are banking through financial institutions’ apps or websites (88%), making it part of everyday life for most Singaporeans. Use of banking apps is now almost universal, with similar levels of regular or occasional use as other nations surveyed. Banking app use surpasses website access, making them the main digital interaction point for banking customers.

Looking to digital payment methods, Singapore leads the nations surveyed, with strong uptake of tap and pay in particular. Mobile phone tap payments are quickly emerging (29%), though not as much as observed in Malaysia (42%).

We’ve seen payment providers, banks and telcos collaborating to drive digital payment technology forward. For example, SingTel and Standard Chartered Bank have the “Dash” mobile money service, combining mobile payments, banking and shopping into a single app. OCBC now has its Pay Anyone feature available. It provides instant money transfers via Facebook, email or SMS within Singapore.

Singapore is also seeing the rapid take-up of digital wallet platforms, such as MasterPass, which used Singapore as a launch pad for its Southeast Asian activities. Now the major banks are working with the Apple Pay e-wallet system, Singapore is one step closer to becoming a cashless nation.

Payment methods

Base: Singapore (n = 1,000), Australia (1,500), Malaysia (1,018) and New Zealand (759)Q. How frequently do you use the following payment methods when making a purchase or paying a bill … ?

5 2 %

4 2 %

3 0 %

1 7 %

7 % 2 1 %

4 9 %

4 0 %

3 6 %

3 6 % 1 2 %

2 2 %

3 0 %

3 4 %

7 1 %

7 8 %

7 0 %

6 6 %

2 9 %

Australia N ew Z ealand M alaysia

R eg ularly/ occasionally

8 7 % 9 3 % 8 9 %

5 5 % 5 8 % 6 9 %

6 3 % 5 4 % 5 8 %

7 3 % 6 5 % 4 3 %

2 1 % 1 7 % 4 2 %


R eg ularly N everO ccasionally

D ig ital callout: p ayment method s

25- to 34 year old s

A d op tion among this ag e g roup in Sing ap ore is hig h, p articularly in usag e of p ayment throug h tap p ing their card , comp ared w ith other countries.

w ere the most lik ely ag e g roup to reg ularly/occasionally use mod ern forms of p ayments, such as 8 7% using online bank ing via the bank ’s ap p and 8 6% p aying by tap p ing their card .

T his d ifference w as on p ar w ith all countries surveyed , as males w ere more lik ely to use their p hone “ tap and p ay, ” comp ared w ith their female counterp arts.

A third ( 3 3 % )

of males reg ularly/occasionally mak e a p ayment by tap p ing their mobile p hone w hen mak ing a p hysical p urchase, comp ared w ith 24 % of females.


EY’s teams of digital consultants deliver world- class business transformation globally and locally. Our digital capability is embedded across all of our services supporting a whole-of-business recommendation. Our data-driven insights, along with our global experience and networks, support us to deliver results in digital business transformation.

Our solutions help organizations to drive business transformation, elevate customer experience and engagement, and identify demand for and test new products and services.

Understanding the intersection of business, risk and digital is fundamental to EY’s digital experience and capability.

D ig ital at EYE nterp rise strateg yWe help our clients to rethink their business strategy and operating model for a digital age.

D ig ital tru stWe scan the digital risk horizon and help our clients build agility to respond to digital risks.

D ig ital ex p erience transf orm ationWe analyze the world of the customer, and then design and implement new experiences.

I ncu bation and innov ationWe establish an end-to-end innovation capability to incubate new ideas and business models.

D ig ital op erationsWe align, optimize and automate operations and supply chain to deliver on the promise of digital.

62 Savvy Sing ap ore: d ecod ing a d ig ital nation

EY thoug ht lead ership

Cybersecurity and the Internet of Things

March 2015

Can privacy really be protected anymore?

February 2016

When shoppers demand a seamless experience, what can digital shelves offer?

June 2015

Megatrends 2016: The upside of disruption

May 2016

Consumerization and the digital enterprise

June 2015

Internet of Things: Unlocking possibilities

June 2016

Creating trust in the digital world

November 2015

Designing Data Science

June 2016

Path to cyber resilience:Sense, resist, reactEY’s 19th Global Information Security Survey 2016-17

1004166 D7407 GISS 2016_0912.indd 1 09/12/2016 12:43:59

Path to cyber resilience: Sense, resist, react

November 2016


EY contacts

Alex HutchisonEY A sean A d visory D ig ital D irectorEmail: [email protected]: +65 6309 6387

C how Sang H oeEY A sean A d visory D ig ital L ead erEmail: [email protected]: +603 7495 8696

J onathan R eesEY A sean A d visory D ig ital L ead erEmail: [email protected]: +65 6309 8680


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Savvy Singapore: Decoding a digital nation - EYFILE/ey-savvy-singapore-decoding-a-digital-nation.pdfSavvy Singapore Decoding a digital nation. ... whilst Singapore leads on uptake