Singapore

There were 3,658,400 internet users in Singapore (representing 77.2% of the population) in June 2011, according to Internet World Stats. This represented 0.4% of the Asian population. (Internet World Stats, August 2011)

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The average internet user in Singapore spent 10.5 hours viewing video in April 2010, consuming 130 videos for a period of 4.9 minutes per video on average. The demographic composition of online video viewers revealed that users age 15-24 were the most engaged demographic segment, averaging 192 videos per viewer during the month and consuming more than 15 hours of video content. People age 55 and older also showed heavy engagement with online video, averaging 12 hours of consumption and 155 videos per viewer in April. Although users age 25-44 represented the highest%age of unique video viewers, they spend less time viewing video and watch fewer videos per viewer than the younger and older age segments.

In April, internet users in Singapore watched nearly 320 million videos, with Google Sites ranking as the top video property with 204 million videos, representing 63.8% of all videos viewed online. YouTube.com accounted for more than 99% of all videos viewed at the Google property. Facebook.com ranked second with 10.2 million videos viewed (3.2% market share), followed closely by Tudou Sites with 4.5 million videos (1.4% market share).

In Singapore, 2.5 million unique viewers watched an average of 130 videos per viewer during the month. Google Sites attracted the largest video audience with 2.1 million viewers during the month (99 videos per viewer), followed by Facebook.com with more than 1 million viewers (9.7 videos per viewer) and Microsoft Sites with 403, 000 viewers (6.7 videos per viewer). (comScore, June 2010)

Searches and Search Engines

Experian Hitwise revealed the top search engines sites in Singapore for the 24 weeks ending May 22 2010, ranked by volume of searches.

Top search engines for the industry "All Categories" in Singapore, for the 24 weeks ending May 22 2010 by volume of searches:
1. www.google.com.sg: 66.33%
2. www.google.com: 15.58%
3. sg.search.yahoo.com: 11.14%
4. www.bing.com: 2.24%
5. search.yahoo.com: 2.21%
(Experian Hitwise, May 2010)

The Singapore Tourism Board has developed a new mobile app to help visitors customise their visit. The YourSingapore app will be launched in the second half of 2011 and it will allow visitors to access information about the city, including current events, merchant privileges, and other activities and places of interest in the area. The app will also enable individuals to share their holiday experience through social media platforms like Facebook, Twitter and foursquare.

The app will be offered as a free download on the iPhone and Android platforms with zero data charges if visitors purchase the YourSingapore-StarHub tourist prepaid card or surf via StarHub's Wi-Fi hotspots. (http://www.stbpassport.com, May 2011)

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Experian Hitwise revealed the most popular travel websites in Singapore for the week ending December 11 2010 in the categories Agencies; Destinations and Accommodation and Airlines.

Top Agencies websites in Singapore for the week ending December 11 2010 by % of visits:
1. Yahoo! Singapore Travel (sg.travel.yahoo.com): 48.28%
2. ZUJI Singapore (www.zuji.com): 4.78%
3. Asiatravel.com (www.asiatravel.com): 3.77%

Top Destinations and Accommodation websites in Singapore for the week ending December 11 2010 by % of visits:
1. TripAdvisor (www.tripadvisor.com): 6.34%
2. Agoda.com (www.agoda.com): 5.68%
3. Booking.com (www.booking.com): 3.05%

Top Airlines websites in Singapore for the week ending December 11 2010 by % of visits:
1. Tiger Airways (www.tigerairways.com): 26.26%
2. Singapore Airlines (www.singaporeair.com): 15.75%
3. Jetstar (www.jetstar.com): 14.28%

(tnooz - talking travel tech, December 2010)

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Nearly 1.2 million people in Singapore (or more than 40% of the country's online population) visited a travel site in January 2010, according to a comScore study on visitation to online travel sites in Singapore. This marks an all-time high for the travel category and represents a 44% increase compared to the previous year.

A demographic analysis of visitors to travel sites revealed that 25-44 year olds account for 53.5% of visitors to these destinations, with visitors age 45-54 composing 19.5% and 15-24 year olds accounting for 17.5% of traffic. This demographic breakdown suggests, perhaps unsurprisingly, that many visitors to travel sites are working professionals who utilize these sites for business travel, on a global, regional and local basis. Females accounted for a slightly larger proportion of visitors to travel sites, representing 51.9% of visitors compared to 48.1% males.

Demographic composition of visitors to travel sites in Singapore in January 2010 (Total Singapore Age 15+ - Home/Work locations*):
- 15-24: 17.5%
- 25-34: 25.7%
- 35-44: 27.8%
- 45-54: 19.5%
- 55+: 9.6%

- Males: 48.1%
- Females: 51.9%

*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

comScore indicates that in January 2010, 3 out of 5 travel category visitors browsed 2 or more sites in the category, which suggests that consumers are being very diligent in comparing prices prior to purchase. Consumers are clearly being more cost-conscious these days, which is creating a more competitive environment among online travel agents and suppliers as they vie for consumer loyalty and share of wallet.

The study also shows that each of the top 10 most-visited travel destinations posted double or triple-digit gains. Online mapping and travel guide site Streetdirectory was the most visited travel destination with 475,000 unique visitors (up 33% from the previous year). Nearly half of the top 10 positions were occupied by regional and local airline brands, including Tiger Airways with 197,000 visitors in January (+99%), Qantas Airlines with 166,000 visitors (+122%), Singapore Airlines with 145,000 visitors (+29%) and AirAsia.com with 137,000 visitors (+132%).

Most visited travel sites by unique visitors in Singapore, January 2010 (TOTAL Singapore Age 15+ - Home/Work location):
TOTAL INTERNET: TOTAL AUDIENCE: 2,800,000 (+12% compared to January 2009)
TRAVEL CATEGORY: 1,155,000 (+44%)
1. Streetdirectory: 475,000 (+33%)
2. Tiger Airlines: 197,000 (+99%)
3. Qantas Airlines: 166,000 (+122%)
4. Expedia Inc.: 159,000 (+100%)
5. Singapore Airlines: 145,000 (+29%)
6. AIRASIA.COM: 137,000 (+132%)
7. Priceline.com Inc.: 112,000 (+167%)
8. SBSTRANSIT.COM.SG: 101,000 (+22%)
9. ASIATRAVEL.COM: 88,000 (+204%) 
10. TravelAdNetwork: 83,000 (+26%)
(comScore, March 2010)