Smartphones in Singapore: a Whitepaper Release

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Smartphones in Singapore: A Whitepaper Release

A Whitepaper published by Blackbox Research Pte Ltd
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About the You Know Anot monthly sentiment meter
Every month, Blackbox interviews more than 700 Singaporeans over the age of 18. The survey is conducted online. Results are weighted to reflect current national demographics (Citizens/PRs only).

www.linkedin.com/company/blackbox-research

About the Company
Blackbox is a leading independent research company based in
Singapore. The company conducts both consumer and stakeholder research and specialises in looking at community issues and trends.

• Smartphones in Singapore • May 2012

Smartphones in
Singapore
Executive Summary
The rise of smartphones in the last 4 years has been swift and closely watched; not only by telecom companies, but also consumer brands who are interested in knowing where their customers are. Technology and innovation surrounding the smartphone ecosystem have proliferated to create an incredibly sophisticated 3G mobile landscape. Singapore is a uniquely poised within this vibrant scene. W ith a mobile penetration rate at a massive 148.9% of which three-quarters are 3G subscriptions1, it is no wonder our population has earned a reputation for being one of the most mobile-savvy in the Southeast Asia region. As the world stands on the brink of high-speed 4G data, what does smartphone use look like amongst Singaporeans? And what do Singaporeans expect of their 3G network services? We spoke to 500 Singaporeans in a nationally representative study to find out what Singapore smartphone users think.

Our topline findings include:


Smartphone penetration amongst Singaporeans now stands at 88% Distribution amongst age groups is relatively consistent even amongst older netizens



The iPhone is a Singapore market giant at 73% share.



Amongst smartphone users, SingTel maintains dominance, followed by StarHub and M1 respectively.
For smartphone service features, M1 is a big winner for customer service, while StarHub suffers poorer ratings across the board.



Time allocated to Wi-Fi versus 3G is nearly split right down the middle with Wi-Fi taking 45% and 3G taking 55% of usage time.

References
1
IDA Statistics Release for Jan-Jun 2012.
http://www.ida.gov.sg/Publications/20120402113400.aspx [Accessed April 2012] 2
SingTel Annual Report.
http://info.singtel.com/about-us/investor-relations/annual-reports [Accessed April 2012] Fieldwork notes:
Fieldwork was carried out online amongst 500 Singaporeans over the age of 18 during February 2012 in our monthly sentiment meter omnibus survey. Data is weighted for representativeness.

Published by Blackbox Research • www.blackbox.com.sg • @BlackboxR • social@blackbox.com.sg • +65 6323 1351

• Smartphones in Singapore • May 2012

Singaporean smartphone ownership
Smartphone adoption is increasing at
breakneck speed – SingTel has reported in its
2011 Annual Report2 that 60% of new phones
sold by them are smartphones.
Reflecting this trend, the majority or 88% of
Singaporeans in our study owned
smartphones.

Of Singaporeans own
smartphones
It was interesting to note that while those aged
25-39 years had the highest levels of
smartphone ownership at 92%, ownership
levels were relatively consistent across age
brackets. Those aged 55 and above were not
far behind at 83% smartphone ownership.

Smartphone ownership spiked when it came to
the affluent, and those in high-level corporate
positions.

iPhone (iOS)
82% HDB 5-room /
Exec Condo

77% Female

Android-based
23% Aged 55 and
above

Others

23% HDB 1-3
room

Smartphone types
Amongst Singaporean smartphone owners, the
iPhone is a...
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