Google Singapore and Kantar TNS released new research on the way Singaporeans watch YouTube, and how businesses can tap into these insights to get audiences to sit up and pay attention to their ads.
The survey of 1,035 Singaporeans aged 16 to 60 revealed that 65% agreed it was easier to find interesting content on YouTube than on TV. The older demographics are also heavy viewers — with YouTube reaching 87% of Internet users aged 35 to 60 years old at least once a month. Here are three key trends of Singaporeans’ YouTube consumption behaviour the past year:
Trend #1: Singaporeans watch videos on the go
With Singapore home to the fastest mobile network speeds in APAC, the convenience of mobile has driven watch-time growth, with more than 60% of YouTube watch-time in Singapore coming from mobile devices. Mobile watch-time has also increased by 35% over the past year -affirming Singapore’s status as a mobile-first nation.
Trend #2: What do Singaporeans look for?
About 45% of Singaporean Internet users prefer YouTube to regular TV. The study also boasts that 60% of users also find more content they want to watch on YouTube compared to TV.
What are Singaporeans looking for on YouTube? Music videos, videos by local creators - and a lot of TV content. Popular TV content among Singaporeans include Adele’s Carpool Karaoke on The Late Late Show with James Corden and Episode 1 of SING CHINA! - both of which were featured on Singapore’s 2016 YouTube Rewind list of top 10 trending non-music videos.
Trend #3: Singaporeans look for great bargains
Singaporeans use YouTube to help them “try before they buy.” Three out of five users find YouTube useful to search for products and 41% 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.
The popularity of online video is at an all-time high, as people around the world consume 1 billion hours of YouTube content everyday - an equivalent of 100,000 years worth of YouTube videos. Singapore mirrors this trend with a rise in creator activity - the hours of YouTube content uploads from Singapore has doubled compared to the previous year.
Joanna Flint, country director of Google Singapore, said, “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.”