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About 78% Singaporeans pick YouTube for watching videos: Study

About four out of five Singapore’s internet users choose YouTube to watch videos over other platforms, a research by Google Singapore and Kantar TNS highlights. These figures come in after YouTube released figures in early March that people watch over 1 billion hours of content on the platform everyday.

Mobile is the preferred medium for Singaporeans as more than 60 per cent of YouTube watchtime in Singapore comes from mobile devices. The watchtime on mobile has also increased by 35 per cent over the past year which shows Singapore’s status as a mobile-first nation.

YouTube Consumer Insights Infographic_4

Preferred over TV?
The survey found that 65 per cent of Singaporeans said it was easier to find interesting content on YouTube than on TV. The younger group aged 16 to 34 led these figures as they prefer it over TV, but the older demographics are also heavy viewers, the survey found, with YouTube reaching 87 per cent of Internet users aged 35 to 60 years old at least once a month.

YouTube Consumer Insights Infographic_3

Forty-five per cent of Singaporean Internet users prefer YouTube to regular TV. The report also found that 60 per cent of users also find more content they want to watch on YouTube compared to TV, with six in 10 agreeing that they visit YouTube for one video and end up looking at others.

Commenting on the findings, Jenny Powell, Director, Kantar TNS said, “With more than 4 million Singaporeans on YouTube every month, YouTube is the top destination for online video content in Singapore. Aside from Singaporean’s love of mobile, YouTube’s popularity can be attributed to the variety of premium content available with 65 per cent of Internet users agreeing it is easier to find more interesting content on YouTube compared to TV.”

YouTube Consumer Insights Infographic_5

Music videos, videos by local creators,  and a lot of TV content are the popular searches for Singaporeans on the platform. Adele’s Carpool Karaoke on The Late Late Show with James Corden and Episode 1 of SING CHINA! were among the featured non-music videos on Singapore’s 2016 YouTube Rewind list.

Howie Lau, Chief Marketing Officer, StarHub said, “In the past year, we are seeing each of our customers use about 3.7GB of data every month, with the bulk of it utilised on online video streaming. We’ve made a shift to include online video as part of our brand building efforts and the insights released by YouTube reaffirms our approach of reaching out to our consumers where they are spending most of their time today – online and on mobile. With more than four million Singaporeans on YouTube, we’ve seen great success with our video ads from long form skippable ads to bumpers, with our Majulah Moms video taking the top spot in Singapore’s YouTube Ads Leaderboard for the second half of 2016.”

Shopping, ads & more
Another trend that stood out for Singaporeans on YouTube was that they use the platform to shop and find bargains as it helps them to ‘try before they buy’.

YouTube Consumer Insights Infographic_6

The research found that three out of five users find YouTube useful to search for products and 41 per cent are influenced by YouTube on which brand to buy. Singaporeans are also fine with ads on YouTube – with users almost twice as likely to find YouTube ads less intrusive than TV ads.

YouTube Consumer Insights Infographic_7

Recent research from Google and Ipsos also found that attention to paid advertising on YouTube is 84 per cent higher than advertising on TV. Coupled with the fact that 95 per cent of video ads on YouTube are played with sound on, ensuring brands’ messages reach their audiences as intended.

Joanna Flint, Country Director of Google Singapore, commented, “YouTube is popular with Singaporeans of all ages – who come to YouTube for entertainment, education, shopping and much more. With Singaporeans using YouTube to search for products, businesses looking to grow should use YouTube to tell their story and build their brands.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.