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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

The 2025 Philippine General Election was a campaign unfolding on two fronts: While candidates went around the country on campaign trails, a significant and equally intense effort was simultaneously underway online. A mix of satire, outrage, and hope converged in real-time through the 245,000 election-related posts, which had a potential reach of 5.9 billion. 

With more than 29 million engagement actions during this campaign period from April 15 to May 14, 2025, online feeds played a role in the election that was as significant as that of in-person rallies. 

The most visible content during the election period was satirical: Humorous posts associated with the #Bonggos hashtag reached over 12 million. These posts were characterised by memes and comedic formats that revolved around current Philippine Senator Bong Go. Although many of these posts were intended for laughs, the attention highlights how any kind of publicity can drive visibility; as a whole, he led all senatorial candidates with a total of 19,784 posts about himself.

Humor, in this case, served as a way for Philippine social media users to express their personal views. These come in many shapes and forms: sometimes extremely critical, and other times light-hearted, but consistently influential in extending reach and driving engagement. 

On the other hand, there was also a ​​more traditional political discourse that revolved around the potential return of ex-President Rodrigo Duterte, Ferdinand Marcos Jr.’s presidency, and concerns about electoral integrity, all of which generated significant online chatter. This mix of satirical and serious conversation characterises the way Filipinos engage with politics across digital platforms.

Beyond all the heated debates, funny memes, and trending topics, the general election period marked a moment where the Philippines’ younger social media demographic rallied together with a shared message. Filipinos encouraged each other across social media to be informed about the candidates, understand relevant issues, and simply to vote. Top hashtags like #Halalan2025, #yourvoice2025, and #bilangpilipino2025 served as rallying cries for people to come together and make a difference. 

Advocacy organisations, everyday citizens, and even some of the candidates themselves did their best to make the process feel less intimidating and more empowering. These keyphrases constantly reminded people that a little bit of effort to vote can go a long way and translate into tangible real-world impact. In a system where people typically feel that a single vote doesn’t make a difference, the viral nature of these hashtags helped turn participation into something people believe could be powerful.

The Digital Campaign Trail: From the Streets to the Feeds

Once dominated by traditional forms of advertising, such as print ads and broadcast media, today’s political battles in the Philippines are increasingly won through news feeds. During the election period, social media penetration continues to drive high-impact engagement, especially towards the country’s highly active online population. Political posts surged across platforms such as X, Facebook, and Reddit, with some candidates turning to TikTok to tap into viral trends that connect with and relate to younger voters.

Using Meltwater’s social intelligence platform, we were able to map how candidate visibility online closely aligned with voter behaviour. The results speak for themselves: those who dominated engagement, measured by post volume, reach, and interactions, were the same names that secured Senate seats in the 2025 election.

A distinct pattern can be seen in the bubble chart, which plots candidates according to Engagement Actions versus Estimated Reach: Bam Aquino, Bong Go, Imee Marcos, and Kiko Pangilinan were the front-runners on social media. Each of them secured a seat through their online platforms, demonstrating that their online momentum could be an indicator of actual results rather than just noise.

Our data reveal that corruption, education, and public safety were the most discussed issues during the recent Philippine General Election. Not only were they trending buzzwords for this campaign period, but they also defined the discourse of the top-performing candidates.

Bam Aquino’s strong showing in the polls, which even he admitted was unexpected, is one of the clearest examples of how social media engagement can align with real-world results. He credits much of his popularity to youth voters, which makes sense given that millennials and Gen Z are the most active demographics on Philippine social media.

His alignment with anti-corruption reform and education, two of the most talked-about issues during the campaign season, helped drive his visibility. His online presence grew steadily, whether it was through natural discussions or issue-based content. As his candidate-leading 3.96 million engagement actions increased across platforms, so did his momentum heading into Election Day.

In addition to gauging popularity, Meltwater’s social listening platform allows you to learn where audiences are active and which narratives are going viral.

The 2025 Philippine General Election underscored the growing significance of internet engagement and demonstrated the potential for social media to influence public opinion. Those that showed up where it mattered, aligned with the key issues, and engaged in the relevant conversations were the ones who came out on top.

Online chatter, whether in the form of a meme, a hashtag, or a trending topic, sparked curiosity and helped mobilize a generation of voters. When analyzed, this engagement can reveal patterns and insights that may help to gauge public sentiment and inform public strategy. This analysis is not just a message for politicians, but for anyone trying to connect with an audience. The same insights that may help shape election outcomes can guide brands, institutions, and communicators to know when to act, where to engage, and how to make their message resonate.

In a fast-moving digital landscape, real-time social intelligence is not just helpful. It is a valuable tool for gaining an edge. Because, as this election showed, social media is a critical arena for shaping narratives and gaining support, though it is not the only factor that determines the final outcome.

Want to uncover similar insights for your industry or next campaign? Contact us today to learn more about Meltwater's social intelligence solutions.

Philippine Election 2025: Digital Insights & Social Media Impact

Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Singapore) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.

When it comes to digital connectivity, few countries punch above their weight like Singapore. This highly urbanised country has a mobile penetration rate of 179%, with 10.5 million mobile connections—an increase of 617,000 from last year—across a population of 5.85 million. Singaporeans benefit from one of the world’s most dependable and user-friendly mobile networks, backed by 5G rollouts and government-supported infrastructure.

There are now 5.61 million internet users, up by 129,000 from the previous year, bringing internet penetration to 95.8%. Social media usage also rose slightly to 5.16 million user identities—30,000 more than the year before.

These numbers reflect how deeply digital services are part of routines. Whether it’s using a QR code to buy kopi, booking dinner through a food app, chatting with neighbours on WhatsApp, or watching hawker centre reviews on TikTok, Singaporeans navigate the online world with ease—often in any of the country’s four official languages.

This level of connectedness shapes how people interact, consume news, shop, and express themselves. For marketers, it means reaching a digitally fluent population that’s always online, quick to respond, and highly engaged.

Social media usage statistics in Singapore

Digital marketing statistics in Singapore

What's ahead for social media in Singapore in 2025?

A highly educated, urbanised, and tech-savvy population defines Singapore. There are 5.85 million people in the country, with men making up 51.7% and women 48.3%. The median age is 36.2, reflecting a mature, working-age population with significant buying power and a consistent online presence.

With 8,595.5 individuals per square kilometre and 100% urbanisation, Singapore is densely populated and efficiently planned. These conditions support strong digital infrastructure and reliable service delivery, aided by national policies that prioritise smart city development.

The country’s educational attainment also stands out: 98% of individuals aged 15 and above are literate, including 96% of women and 99% of men. Singapore’s adults are digitally comfortable, well-educated, and mature enough to engage actively in online communities.

Adults of working age make up a significant share of Singapore’s population, with a large portion falling within the 25–39 age bracket. Below are the five largest age groups in the country:

Singapore’s mid-range age profile reflects a steady, economically active population. With most citizens in their prime working years, the country is well-positioned for digital adoption across both personal and professional contexts. 

The digitally mature audience plays a larger role in shaping online trends, interactions, and content habits than younger populations elsewhere. For brands, this means reaching consumers who are both financially capable and tech-savvy.

Internet usage in Singapore reflects near-universal access. The number of internet users rose by 2.4% or 129,000 citizens over the past year, reaching 5.61 million (95.8% of the total population), indicating a continued growth in proportion to population size (up 1.7% year-on-year).

Among them, 94.6% access the web via mobile phones, with most Singaporeans going online while on the move. Mobile devices are central to living, powering everything from communication to cashless payments—contributing to a thriving ecommerce environment. Despite continued digital activity, average daily internet use declined slightly. Singaporeans now spend 6 hours and 33 minutes online each day, a drop of 4%, or about 16 minutes fewer than the year before.

Every day, the typical Singaporean spends 6 hours and 33 minutes online, with equal time spent on mobile phones and desktops or tablets. Mobile usage accounts for exactly 50% of total daily internet time, with both device types averaging 3 hours and 17 minutes.

This even split reflects a well-rounded digital lifestyle. Singaporeans reply to work messages on WhatsApp and Slack during the day, use desktops for work tasks, and switch to their phones for commuting, payments, or casual browsing. In a country with strong online systems and easy device access, moving between platforms throughout a normal work day is second nature.

Now let's look at the main reasons Singaporeans use the internet. 66.1% go online to find information—whether it’s checking train and bus schedules, comparing prices on Carousell, or reading financial tips on Seedly. At a national level, the National Library Board’s S.U.R.E. campaign promotes information literacy by encouraging users to evaluate what they read online.

58.7% use the internet to stay updated on news and current events. Some follow mainstream news outlets on social media, while others turn to forums like Reddit’s r/singapore for more casual, local discussion. This reflects a culture that values being informed, both about what's happening at home and abroad.

55.2% go online to figure out how to do things. Platforms like TikTok offer bite-sized how-tos on everything from cooking to fixing appliances and navigating CPF payments. This DIY approach highlights the population’s independence and digital literacy.

54.2% watch videos, TV shows, or movies online. Platforms like YouTube and Netflix are popular for their wide content selection, offering a convenient way to unwind or catch up on shows during free time.

Lastly, 53.9% of users go online to stay in touch. Messaging apps like WhatsApp and Telegram are used for everything from casual conversations to work chats. In a fast-paced, work-heavy environment, digital tools help Singaporeans maintain close personal and professional connections.

These social media statistics show that social networks and messaging apps are the most widely used platforms among Singaporeans. 97% of internet users use chat and messaging applications, and 95.9% engage with social networks—highlighting just how conversational and socially active Singaporeans are online.

Coming in third, 87.1% of users visit search engines. Search plays a central role in how Singaporeans navigate the internet, whether it's to look up information or explore unfamiliar topics. As we’ll see later in this report, this behaviour also shapes how Singaporeans research brands, products, and services before making purchase decisions.

For marketers, one thing is clear: search visibility is critical. Whether through organic results or paid ads, appearing in the right searches for the right audience is a key part of success in Singapore’s digital space. We’ll explore this in the digital marketing section to examine how brand discovery is closely tied to search behaviour—and how businesses are using it to reach the audiences that matter most.

Singapore’s social media usage shows a slight year-on-year increase in account creation. In January 2025, there are 5.16 million social media user identities—88.2% of the total population. Among internet users, 92% are active on social media, and among those aged 18 and above, the figure is 91.8%.

Singaporeans spend an average of 2 hours and 2 minutes on social media each day, down 8.4% from the previous year (a drop of 11 minutes). While slightly below the global average of 2 hours and 21 minutes, this time is still significant and reflects a balanced mix of communication and content consumption across platforms like WhatsApp and TikTok.

The gender split leans slightly male, with 52.4% of users being men and 47.6% women. As we’ll explore in later sections, brands trying to engage Singapore’s digitally fluent audience must focus on speed, relevance, and trust. Interestingly, while influencer marketing is growing, it demands a nuanced approach here compared to neighboring markets—a sign that Singaporeans are highly selective about the content and endorsements they follow, often preferring authenticity and relevance over pure reach.

Meta platforms like Facebook, Instagram, and Messenger are most used by Singaporeans aged 25 to 44, reflecting the country’s digitally skilled and economically active population.

The largest segment of Meta’s adult audience is in the 25–34 age range, with 15% female and 16% male. Many in this group are building careers, saving up to start families, or managing household expenses. Singaporeans love to use Instagram to document events and hobbies, and use WhatsApp to coordinate everything from family gatherings to work meetings. Furthermore, platforms like Reddit and X are also common for staying updated and engaging in interest-based communities.

Among those aged 35–44, 11.7% of both women and men remain active on Meta apps. While Instagram still plays a role, this group of Singaporeans also turns to TikTok for content like restaurant recommendations or home improvement ideas. 

In the 18–24 bracket, 7.9% are female and 6.7% male. Though increasingly drawn to TikTok, this group still uses Instagram for aesthetics, storytelling, and staying on trend.

For those aged 45–54, 7.3% are female and 7% male. This demographic primarily uses social media to stay connected with children and manage family schedules.

In the 55–64 range, 4.5% are female and 4.3% male. These users stay online to read news, connect with relatives overseas, and participate in group chats; among users aged 65 and above, usage is nearly even, with 3.9% male and 3.8% female.

With 68.9% of Meta’s adult users falling between 18 and 44, marketers aiming for real impact must tailor content to this core segment—prioritising relevance, trust, and local nuance in every campaign.

While social media serves many functions for Singaporeans, three primary reasons stand out.

The top reason 48.5% of Singaporeans use social media —keeping in touch with friends and family—reflects how important digital communication is. 

Next, 40.6% use social media to fill spare time. It’s a go-to activity during commutes, short breaks, or while relaxing at a café in Haji Lane. In Singapore’s fast-paced, work-centric environment, this habit isn’t about deep engagement—it’s simply a way to unwind without switching off completely.

Lastly, 35.3% go online to read news stories. With a practical approach to daily life, Singaporeans place high value on staying informed—whether about current affairs, social issues, or anything that could affect their day-to-day routines.

Together, these patterns show that social media in Singapore isn’t just a pastime—it’s a tool for staying connected, informed, and balanced throughout the day.

The most popular social networking platforms in Singapore reflect a preference for easy, low-effort ways to stay connected and engaged.

WhatsApp, used by 80.1%, highlights how central direct messaging is to daily communication in Singapore. Facebook, at 71.9%, remains relevant for reconnecting with acquaintances and staying updated on community, workplace, or group-related news. Its feed continues to serve as a go-to for the latest updates from your social circles.

Instagram, used by 62.6%, offers a space for casual browsing—whether it’s following your favourite celebrities, checking out content from favourite brands, or watching entertaining reels. As explored earlier in this report, Instagram serves various uses for Singaporeans. And of course, TikTok, with 56.6% usage, delivers short, easily consumable entertainment—perfect for quick breaks throughout the day.

The social media platforms Singaporeans spend the most time on are TikTok and YouTube. On average, users spend 34 hours and 29 minutes per month on TikTok, followed by 29 hours and 45 minutes on YouTube.

This significant and consistent engagement highlights how deeply video-first content is embedded in Singaporeans' daily routines, serving as a primary source for relaxation, entertainment, and learning. Far from being mere downtime distractions, these platforms are integral to how Singaporeans manage their day. For businesses, this translates into continuous opportunities for connection and interaction, as Singaporeans are frequently on their mobile devices, actively seeking information on both search engines and social media platforms throughout the day.

Social media plays a pivotal role in how Singaporeans research brands, underscoring the critical need for effective digital marketing strategies. A significant 63.1% of internet users turn to social media platforms for brand research, with 34.5% relying solely on social networks for this purpose.

This deep integration of social media into consumer habits means platforms are often the initial stage in the purchase journey for Singaporeans. They serve as a primary hub for brand discovery, influencing buying decisions from the very beginning.

With 10.5 million active cellular mobile connections, or 179% of the population, Singapore has among the world's highest mobile use rates. 

With almost everything in Singapore being powered by smartphone connection, from QR payments to public transit to signing into accounts with ease. The number of mobile connections increased by 617,000, or 6.3%, in the last year.

The increase in mobile connections in Singapore has been steady and sustained, with numbers climbing every month over the past two years. Mobile connections rose from 9.33 million in January 2023 to 10.5 million in January 2025, a trend driven by rising adoption rates, better devices, and the widespread use of multiple SIM cards. This consistent growth has outpaced the country’s relatively stable population, thanks to Singapore’s strong government-backed digital infrastructure and mobile-first services. There are no signs of this slowing down—Singaporeans continue to add more devices into their routines, whether for work, convenience, or simply staying connected on-the-go. We'll touch on this again later when we discuss the country's e-commerce habits, especially around electronics.

The expansion of online shopping in Singapore has followed the rise of the country’s rapidly improving mobile network infrastructure. E-commerce in Singapore has grown, particularly on mobile devices, as more citizens become comfortable using their phones for daily tasks.

In 2024, 3.49 million Singaporeans purchased consumer goods online—an 8% increase from the previous year, adding 260,000 new online buyers. This group spent $5.04 billion USD, up 13.8% year-on-year, or $610 million more than the year before. The average annual spend per shopper also rose by 5.4%, or $74 USD, bringing the 2024 total to $1,445. Confidence in online transactions has increased, along with both the frequency and value of purchases.

One reason for the growth of e-commerce in Singapore is mobile phone usage; in 2024, mobile transactions accounted for 70.1% of total consumer goods e-commerce spending, representing a 1.1% rise in mobile-attributed share. In addition, this indicates that smartphones aren't just for texting or social media in Singapore; it's also one of the main ways people do shopping.

Finally, the share of online consumer goods purchases reached 12.2% of total retail spending, up 8.7% year-on-year. Singapore’s e-commerce growth is clear, with mobile culture playing a central role in its rise.

A clear trend is emerging from Singaporean consumers’ search and purchasing habits: online shopping revolves around three key categories—electronics, fashion, and food.

Electronics led the way with an estimated $1.11 billion USD in online sales in 2024. This aligns with Singapore’s top Google Shopping searches, which included queries in the tech category like Oppo, Samsung, Apple, iPad, and iPhone 15. When it comes to smartphones, wearables, and portable setups, tech-savvy Singaporeans are prioritising convenience and performance in their daily routines.

Fashion followed with $1.05 billion USD in online sales. Brands like Adidas, Crocs, and New Balance reflect a strong appetite for style and lifestyle-driven purchases—especially with the ease of access to deals, free returns, and cross-border shopping options.

In third is food, with $680 million USD in online spending, pointing to a shift in how people shop for groceries. The inclusion of NTUC, one of Singapore’s largest supermarket cooperatives, among the top 10 Google Shopping searches signals a rising demand for online grocery convenience. With faster delivery and better digital experiences, more Singaporeans are shopping for everything from snacks and pantry staples to curated products and household essentials—all from their phones, without stepping outside.

This mobile-first lifestyle is shaping the way people search, browse, and buy. These three categories now account for a significant share of Singapore’s e-commerce spending. And with NTUC gaining ground, the next section will look at how online grocery shopping is becoming a regular part of everyday life in Singapore.

Online grocery shopping in Singapore increased by 7.6%, or 110,000 users, in 2024, reaching 1.56 million individuals. The average yearly value of online grocery orders was $930 million USD, with a 13.4% year-on-year increase of $110 million, and an average annual user spend of $600 USD.

NTUC’s presence among Singapore’s top Google shopping queries suggests that online grocery platforms are becoming essential to daily life. As one of the country’s largest and most dependable grocery providers, NTUC plays a key role in this ecosystem. Its digital platforms allow Singaporeans to access fresh food and household staples with just a few clicks—reinforcing the shift toward online grocery shopping as a regular routine rather than a backup option.

Free delivery and discounts are the two most important purchase drivers for Singaporeans when making an online purchase. Most recently, 54.3% of online shoppers said that free shipping would entice them to complete a purchase, while 42.6% said that discounts and coupons would be a primary deciding factor.

To further use them as a case study of what works in Singaporean ecommerce, NTUC FairPrice reflects this emphasis on affordability and accessibility in its business operations. In order to meet the needs and expectations of online buyers, NTUC has implemented a combination of many user-first policies.

For Singaporeans with hectic schedules, FairPrice's new "fulfilment-from-store" approach means they may have their orders delivered the very same day (or even two hours later) to addresses within five kilometres of its stores. Scan & Go, contactless payments, loyalty point monitoring in real-time, and quick digital checkouts are just a few ways the FairPrice app streamlines the process.

Social Media Statistics in Singapore [Updated 2025]

Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Hong Kong) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.

The digital environment of Hong Kong exemplifies the city’s tradition-meets-innovation spirit, on full display from the neon-lit streets of Central to the tranquil serenity of the Big Buddha. With its high internet and mobile penetration rates and fully urban population, the city continues to lead in digital connectivity and social engagement across Asia.

In January 2025, Hong Kong’s total population stands at 7.4 million, down slightly from the previous year. Despite this, the city’s digital ecosystem remains strong. With a 235% mobile penetration rate—equating to each resident having multiple mobile connections—Hong Kong boasts a robust mobile infrastructure. In addition, 7.1 million people, or 96% of the population, are connected to the internet. Meanwhile, 83.1% of the population, or 6.15 million user identities, actively participate in social media.

From Hong Kong’s historic “Ding Ding” trams and bustling street markets to the iconic Star Ferry, there’s no shortage of spots to people-watch. But you’re just as likely to see residents and tourists live-streaming from Harbourfront Shared Spaces or snapping photos for social media. Understanding how people connect, share, and consume content in this city is key to reaching Hong Kong’s mobile-first population.

Using these statistics as a starting point, we’ll explore how this one-of-a-kind metropolis is shaping the region’s digital future—and how marketers, brands, and communicators can effectively connect with Hong Kong’s audience in 2025.

General social media statistics in Hong Kong

Social media usage statistics in Hong Kong

Digital marketing statistics in Hong Kong

What's ahead for social media in Hong Kong in 2025?

With a year-on-year reduction of 0.5%, or 36,000 fewer individuals, the city's total population stands at 7.4 million in January 2025. Despite this slight decline, Hong Kong remains densely populated, with 6,729.8 people per square kilometer. The city is also known for its notoriously compact living spaces—some so small and costly they’ve earned the nickname “coffin homes,” where everything one needs is crammed into a room no larger than a coffin.

The city's aging population is reflected in its median age of 47.4 years. This places Hong Kong above many Western nations and among the oldest populations globally, ranking just behind Japan (49.8) and Italy (48.2). The gender breakdown reveals a slight majority of women, at 55% female and 45% male. An interesting aspect of Hong Kong’s gender demographics, with potential implications for digital literacy, is the literacy gap: 96.9% of men are literate compared to 89.6% of women.

Hong Kong’s age distribution reveals a population that skews noticeably older, with most of its residents concentrated in age groups above 40. Because of this, marketers and communicators should no longer assume that younger audiences dominate the online space—at least not in Hong Kong, where the situation is quite different.

Top 5 Age Groups by Population in Hong Kong (Feb 2025):

Age 60–64: 623,000 (8.4% of the population)

These figures show that the largest demographic is between the ages of 40 and 69—a group often overlooked in digital campaigns. But in Hong Kong, these individuals are highly likely to see your ads, click through your content, and engage with your brand.

Are these same age groups also the most active on social media, or is there a gap between access and actual engagement? In the next section, we’ll explore how this demographic profile aligns with usage patterns across Hong Kong’s top platforms.

Heading into 2025, 7.1 million individuals, or 96% of Hong Kong's population, regularly use the internet. Residents spend an average of 5 hours and 30 minutes online each day, slightly below the global average of 6 hours and 38 minutes. However, this figure is trending downward, with a 0.5% decrease from last year.

Despite the dip in usage, Hong Kong remains a highly mobile-driven market. A significant 93.7% of internet users access the web via their mobile phones.

With a mobile penetration rate of 235% and 96% of the population online, Hong Kong’s digital infrastructure is deeply embedded in daily life. Most people own multiple devices, and the widespread availability of high-speed internet allows residents of all ages to engage actively with social media, digital marketing, and online content.

The highly active and fast-paced lifestyle of Hong Kong's internet users in 2025 reflects the city’s dynamic culture. 55.9% of users regularly watch videos, TV shows, or movies—whether it’s catching the latest TVB dramas on MyTV SUPER or tuning in to global hits on Netflix. This strong engagement with streaming highlights the city's appetite for diverse entertainment options.

55.7% of users go online to stay connected with friends and family, relying on messaging apps like WhatsApp and WeChat. These platforms are essential in helping people maintain close relationships despite their packed schedules.

Another 55.5% turn to the internet for general browsing or to pass the time—whether they’re riding the MTR home from work or queuing at a cha chaan teng with a view of Harbour City. Beyond just killing time, this habit helps users stay entertained and in the loop throughout the day.

54.7% of users rely on the internet to find information, making it an essential part of everyday life. From checking traffic updates to discovering the latest restaurants in Central, Hongkongers use online tools to navigate the city efficiently. Similarly, 50% of users are online to stay updated with news and current events—proof that the internet remains a vital source for staying informed.

These digital habits show how deeply embedded the internet is in Hongkongers’ daily routines and highlight the importance of making relevant, accessible content available to this always-connected population.

As one of the most chronically online cities in the world, Hong Kong’s population turns to the internet in 2025 for three main things: communication, information, and commerce.

Chat and messaging applications lead the way, with 95.7% of users relying on them. Closely following are social networks, used by 93.1% of internet users. From Xiaohongshu’s user-generated content to YouTube’s endless stream of videos, these platforms are central to how Hongkongers express themselves, discover trends, and stay informed.

Whether it’s checking the latest headlines or doing a quick Google search, 84.2% of users depend on search engines and web portals for instant access to information. At the same time, 71% continue to use email, likely for work and formal communication.

Rounding out the top five, 69.3% of Hongkongers visit shopping, auction, and classifieds sites. With platforms like Taobao and secondhand marketplace Carousell on the rise, the city’s appetite for online commerce shows no signs of slowing down.

While internet usage in Hong Kong remains stable and consistent, social media usage is on a slight decline. Even though nearly everyone in the city is online, only 83.1% of the population has a linked social media account. This figure—6.15 million—is down 4.8% from the previous year, or about 310,000 fewer identities. Meanwhile, the average time spent on social media has dropped to 1 hour and 42 minutes per day, an 8% decrease year-on-year.

This places Hong Kong near the bottom of global rankings for total social media use. In contrast, users in the Philippines and Indonesia spend over three hours daily on social platforms. Among Hong Kong’s adult users (aged 18+), 85.5% are active on social media; of all user identities, 54.1% are women, while 45.9% are men.

According to Meta's ad audience statistics, digital advertising in Hong Kong still targets a younger demographic, despite the city’s population being mostly older and nearly everyone having access to the internet.

Here’s how Meta’s adult ad audience breaks down by age:

Users in the 18–24 age group make up 8.2% female and 5.4% male. While Gen Z is present, they don’t dominate the space the way they do in markets with longer social media usage.

The majority of users are in the 25–34 age group, with 16.8% female and 12.1% male. These millennials can be best engaged on Meta platforms, making them a key target for marketers and communicators in Hong Kong.

Those aged 35–44 follow, with 15% female and 10.8% male. Although their engagement is slightly lower than the group before them, they still represent a substantial portion of the audience.

Among users aged 45–54, the numbers taper to 7.8% female and 6.8% male; meanwhile, the 55–64 age group accounts for 4.3% female and 4.4% male. Remember that this age range makes up a large share of Hong Kong’s overall population and internet users—but not its social media audience, making it a challenge to engage this group with campaigns that rely solely on social platforms.

Lastly, users aged 65 and above account for 4.4% female and 4.1% male.

Millennials form the bulk of Hong Kong's ad-targeted demographic. The gap between the targeted audiences and the actual online population highlights the importance of more suitable social media monitoring and listening to better understand who users really are and how they behave online.

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