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Going abroad: the digital habits of the people of Indonesia and Singapore

In this article, I will try to open a series of publications about digital habits, one of the important success factors that you definitely need to consider when planning marketing in Asia.

A digital habit is not one short action, but a complex one. It includes:

  • device preferences — smartphones or computers;
  • operating systems;
  • types of online activity - using social networks, watching videos, online shopping;
  • formats of the consumed content. 

Southeast Asia is a region with an active growth of Internet users and a rapid digitalization of the economy. The spread of the Internet is increasing here every year, and mobile devices are the main tool for millions of people to get online. According to recent studies, the level of Internet penetration in many Southeast Asian countries has exceeded 75%. This creates favorable conditions for the growth of online commerce, which has been gaining momentum in recent years. Online shopping, digital payments and content consumption on mobile platforms have become an integral part of life in Southeast Asia.

A screenshot from the researchStatista.com , which clearly shows the spread of the Internet in Southeast Asia as of January 2024.

Ignoring the digital habits of Southeast Asian residents when entering these markets will be a mistake. It will be more difficult for you to attract and retain customers if you do not understand what types of content users consume. It is easy to find cases of global brands that such mistakes have led to failure.

Singapore is one of the most digitally advanced regions in Southeast Asia. This country can easily be called mobile. 

  • The share of PC and mobile device users.

According to the latest data, 99% of Singapore's homes have Internet access. PCs and laptops remain popular among residents for work and study, mobile devices are more popular in everyday life and entertainment.

  • Popular platforms

Among mobile device users, the Android system is the leader, accounting for about 68% of users, while macOS holds approximately 31%. 

  • The development of the mobile Internet

With the spread of 5G technologies, mobile Internet in Singapore has become even more accessible and faster. Smartphones are owned by almost all residents between the ages of 18 and 59. But even after 60 years there is life: 89% of older people use phones there. However, they have low engagement in the session. Naturally, this has an impact on user behavior: many people prefer mobile applications to access social networks, video services and online purchases, as it is faster and more convenient than using a PC.

Singapore residents spend a lot of time on the Internet, especially on mobile phones. This is due to the active integration of digital technologies into everyday life, be it work, entertainment or shopping.

1. Time spent on the Internet

The average user in Singapore spends about 7 hours a day on the Internet. Instagram Facebook, WhatsApp and TikTok are among the popular platforms that dominate the list of used applications.

2. Internet Consumption Habits

Social networks are the main channel for contacting friends, getting news and entertainment. Instagram Facebook and Whatsapp are used for personal communication, while Facebook and Instagram are used for viewing and creating content. 

3. Content Formats

Video content, especially short videos, is trending now. YouTube remains a key platform where users watch both entertainment and educational videos. In addition, interest in podcasts and interactive content continues to grow, making Singapore an important market for those involved in the production of diverse multimedia content.

Singaporeans are heavily involved online, which can both bring success to brands and sink them quickly (in the case of a reputational scandal)

1. Interaction with brands

Singaporeans are "community-minded." If they see a discussion or a stream of rave reviews in the comments, they will definitely join. And it doesn't matter what it is: a discussion about fashion or a queue of hearts. Instagram and Facebook remain the main platforms for marketing and rapid promotion. In YouTube and TikTok, you need to try harder with production, but short videos often prove effective for quickly attracting the attention of the audience.

2. Sustainable behaviors

Users in Singapore love short videos that can be viewed on the go. This means that it is dynamic, exciting content. They actively respond to video reviews and recommendations from bloggers, which is important to consider when developing marketing strategies. Interactive content is also of great interest, especially if it offers a personalized experience for the user, but it also needs to be given more attention than classic content.

To be successful in Singapore, brands need to actively use mobile channels, provide convenient access to products and services through mobile applications, and develop content that will be adapted to mobile devices and the preferences of the local audience.

Devices

Indonesia, the largest country in Southeast Asia by population, is a dynamic digital market with a rapidly growing audience of Internet users. In recent years, smartphones have become the main device for accessing the Internet, especially among the younger generation.

1. Internet penetration and the spread of smartphones

The Internet penetration rate in Indonesia is 66.5%, which shows a significant increase compared to previous years. Most of the population uses mobile phones to access the Internet, which is explained by the relatively low cost of smartphones and the widespread use of mobile Internet.

2. Popular platforms

The Android operating system dominates the Indonesian market, covering about 88% of mobile device users. iOS occupies a much smaller share, about 11.7%, and is mainly used in large cities and among a more affluent audience. The proportion of PC users remains small, as most people prefer mobile devices for everyday tasks.

3. The difference in digital behavior between urban and rural regions

In large cities such as Jakarta and Surabaya, the level of Internet penetration and the use of digital technologies is significantly higher. At the same time, rural regions are experiencing slower infrastructure development, which affects access to the Internet and digital services. However, the growth of the mobile Internet is gradually closing this gap, providing an opportunity for a wider range of users to connect to the network.

The online activity of Indonesians has increased significantly due to the availability of smartphones and mobile Internet. Most of the population uses the Internet for communication, entertainment and shopping.

1. Online platforms popular among Indonesians

Instagram Facebook, TikTok and Telegram are actively used by Indonesians on social networks and messengers. WhatsApp is the most popular messenger due to its simplicity and convenience, and TikTok is rapidly gaining popularity among young people by providing a platform with interesting content.

2. The impact of mobile technology on everyday life

Mobile devices occupy an important place in the lives of Indonesians. It is the phones that help the locals to read the news, relax, discuss gossip and chat. Most users spend about 7-8 hours a day on the Internet. This has significantly changed the way Indonesians consume content and make purchases.

3. Features of online trading and financial services

Online commerce is developing rapidly in Indonesia due to the growth of mobile technology. Tokopedia, Shopee, Lazada and Bukalapak platforms are the main online retailers. Financial technologies such as mobile payments and e-wallets are also being actively introduced, especially in cities. This simplifies the shopping process and makes financial transactions accessible to a wide audience.

Indonesians demonstrate unique preferences in content consumption, which is related to the cultural and linguistic characteristics of the country. If you are going to invest in Southeast Asian marketing, you must definitely adapt your strategies to successfully interact with the local audience.

1. Content formats preferred by Indonesians

Unlike Singapore, where short videos are popular, Indonesians prefer long video formats, especially on platforms such as YouTube. Localized content adapted to the local language and cultural realities is in great demand. This applies to both entertainment and educational videos.2. The influence of local culture and language

Indonesian culture and the country's multilingualism play an important role in the selection of content. Indonesians prefer content in local languages, such as Bahasa Indonesia, and expect companies to take local specifics into account when creating advertising and media products. This is important for companies that want to build successful communication with the Indonesian audience.3. Adapting brands to the Indonesian market

Popular strategies include collaborations with local influencers, the creation of localized content and the launch of campaigns adapted to the cultural and religious characteristics of the country. For example, during Ramadan, many companies launch special promotions that help draw attention to their products and services. In general, you should put influencer marketing in a separate tactical unit, because when working with opinion leaders, it can bring you up to 40% success

  • Conduct in-depth marketing research. Understanding market trends, audience needs, and competition helps minimize risks and identify the most promising areas.
  • Take into account cultural peculiarities. As the examples of Singapore and Indonesia have shown, users' digital habits and preferences vary by country. Localize content and adapt communication with the audience to local realities.
  • Use the data to adapt the strategy. Regular collection and analysis of customer feedback allows you to quickly adjust products and marketing campaigns, ensuring their relevance and success in a new market.
  • Be flexible in choosing channels and content formats. Explore which platforms and content formats are most popular in the target market, and adapt your efforts to these preferences for maximum efficiency.
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Егор Болконский

Oct. 7, 2024 15:28

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Almas Urazbekov · Oct. 19, 2024 07:48

Спасибо за анализ данного региона и их привычек...

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Balzhan I · Oct. 13, 2024 10:52

классная и полезная статья

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Balzhan I · Oct. 13, 2024 10:52

андроид рулит в индо👍🏻

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