Experian global analysis reveals Singaporeans spend the most time on Facebook

Singaporeans spend twice as long on Facebook than people living in Brazil

Experian global analysis reveals Singaporeans spend the most time on Facebook

Singaporeans spend twice as long on Facebook than people living in Brazil

Facebook in Asia Pacific more popular than in markets like UK, US, France and Brazil

Singapore, 27 September 2011 – An international analysis on the use of social networks by Experian®, the global information services company, reveals time spent on and share of visits to various online channels, share of and traffic drivers to and from these sites.  Singaporeans emerged as the global leaders for the longest time spent on Facebook, with an average of 38 minutes and 46 seconds spent per session (Table 1). Local interest in the social networking site also continued to increase between August 2010 and August 2011 (Table 2).

Asia Pacific also showed dominance over other global geographies, with users spending a total average time of 116 mins 5 secs on Facebook per session. This is in comparison to a total average time of 82 mins and 31 secs per session spent by users in UK, US, France and Brazil.

Table 1


Average time spent on Facebook in August 2011

(Per session)


38 mins 46 sec

New Zealand

30 mins 31 sec


26 mins 27 sec


25 mins 33 sec


20 mins 46 sec


21 mins 53 sec


20 mins 21 sec


18 mins 19 sec

Understanding the average time spent on Facebook illustrates the need for brands to be present on social networks.  By knowing the average time spent on Facebook by a social network user in Singapore, will for example, mean that brands can increase the likelihood of capturing an individual's attention by rolling out digital marketing campaigns through Facebook.  This underscores the need for local marketers to ensure they are putting investments for campaigns towards the right online platforms.

Graeme Beardsell, Chief Customer Development & Marketing Officer for Experian Asia Pacific commented: “Understanding how long people spend on Facebook in different countries is vital for any brand on the social network.  With Facebook still finding its feet in the emerging Asian markets like India, lower session times are to be expected.  However, that doesn’t mean brands should ignore Facebook in those countries, with market share for the platform in India increasing by 88 per cent year on year, with its influence and dominance set to grow as Internet penetration in the country continues to rise.”

Experian further reveals that Facebook has managed to sustain its popularity with Singapore Internet users despite the emergence of Google+ this year. The social networking site managed to increase share of visits by 0.39% between August 2010 and August 2011 (Table 2). This could indicate saturation in numbers of local users accessing the site. However, the longer time spent by Singaporeans on Facebook could represent the opportunity for better engagement over the social networking platform as compared to other channels.

Singapore Internet users also showed more interest in YouTube, evidenced by a 3.24% increase in share of visits between August 2010 and August 2011. This could represent YouTube being a potential competitor to Facebook for the local marketing dollar (Table 2).

“For brands in Singapore and Asia Pacific looking to capture consumer attention by running digital marketing campaigns through Facebook, knowledge of behaviour is critical to developing targeted campaigns that will resonate with local audiences. While Facebook continues its local dominance, brands should not underestimate the importance of video in the form of YouTube when looking to achieve deeper engagement with their audience. It is only with intelligent actionable customer information that brands can market forward while ensuring continued loyalty from customers.”

Table 2


Visits Share August 2011

Visits Share August 2010










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Not Applicable



Not Ranked

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About Experian Hitwise

Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million Web sites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail.

Experian Hitwise (FTS:EXPN), www.experianplc.com , operates in the United States, the United Kingdom, Australia, New Zealand, Hong Kong, Singapore, Canada, France and Brazil. More information about Experian Hitwise is available at www.hitwise.com/sg

About Experian

Experian is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision-making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc. is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was US$4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit http://www.experianplc.com .

For further information about Experian Singapore, visit http://www.experian.com.sg