Learn about the local population with our unique set of insights and market data gathered in Singapore.

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Main Takeaways

Market Overview Singapore

In July 2022, Standard Insights surveyed more than one thousand Singaporean people to learn more about their global consumption, opinion, habits, and perception of different brands and topics. The survey was conducted in the local language, and people responded via social media. You can find more information about the sample and methodology at the end of the report.
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Internet Coverage

92% of the total Singaporean population has access to the internet.

Mobile Ownership

147% of the total population has mobile cellular connections - 8.70 million connections.

Median Age

The median age of the Singaporean population is 43.2 years old.

Social Media

In Singapore, a total of 89.5% of the population uses social media.

Generic Insights

The most recent findings on general topics such as the Singaporean people's overall attitude, their view of the economy, new challenges facing the nation, their use of the internet and social media, their primary source of information, and their streaming service subscription.

Covid-19 Impact

The latest insights into the Singaporean people's primary concerns about the COVID-19 outbreak, including the impact on their family income, employment and education, their family's health, and their perception of how long it will take to resolve the crisis.

Industry Focus

An examination of the Singaporean people's various outlooks, perceptions, and consumption in different market industries such as the automotive, food & beverage, retail, banking & insurance, and travel & tourism industries.

Brand Preferences

A look at the brand preferences of the Singaporean population, including their favorite coffee shops, beer brands, banks, insurance companies, and mobile network operators.

Main Takeaways


More Singaporeans (23.43%) perceive poverty as the biggest challenge that the nation should address.


Around 2 in 5 respondents believe it will take more than a year to fully resolve the effects of COVID-19 in Singapore.


76.38% spent more time online in the past few months, with many saying they spend about 3-5 hours online per day.


Instagram (40.22%) is the most used social media platform in Singapore, followed by Facebook, and TikTok.


59.23% are subscribed to at least one streaming platform. Netflix is the most popular which is owned by 89.10%.


More Singaporeans (82.66%) depend on public transportation as their primary mode of transportation.


Singaporeans' beverage of choice is coffee (54.98%), with Starbucks (18.45%) being the most popular coffee chain.


91.14% have visited a mall in the last three months or more. The median frequency of shopping is once every quarter.


Among the various banks in the country, the Developmental Bank of Singapore (DBS) is the most favored with 71.41%.


Method of Collection

Quantitative research with an online survey approach. The survey questions start once the respondents click on our ads survey promotion.

Type of Research: Quantitative

The survey can be completed in an average time of 9 minutes. A desktop or mobile device can be used to complete the information.

Quality Certification

  • Removal of fraudulent and inconsistent answers
  • Exclusion of professional survey takers
  • Insertion of “trap questions” into our surveys
  • Human control
  • Removal of respondents answering too fast the survey
  • Learn more about our methodology 

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