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Singapore Polytechnic

SINGAPORE YOUTH AND SOCIAL MEDIA

By

Second Year Media and Communication Students

School of Communication, Arts & Social Sciences Singapore Polytechnic 8 December 2009

Copyright © 2011 Singapore Polytechnic, Diploma in Media and Communication, Centre for Social Media. All rights reserved. Rights and permission requests should be addressed to: fang_ruiting_pam@sp.edu.sg

Contents Page 1: Introduction ……………………………...…………………page 3 2: Methodology .........................................................................page 3 3: Usage of Social Media Tools.................................................page 4 4: Security & Privacy ................................................................page 15 5: General Attitudes ………………………...…………….…..page 22

Copyright © 2011 Singapore Polytechnic, Diploma in Media and Communication, Centre for Social Media. All rights reserved. Rights and permission requests should be addressed to: fang_ruiting_pam@sp.edu.sg

1. Introduction
Research Objective The Singapore Youth and Social Media survey aimed to find out about Singapore Youth’s usage patterns, security and privacy and general attitudes towards social media.

2. Methodology
The Singapore Youth and Social Media survey was administered on a representative cross-section of 800 Singapore youth aged between 15 and 34* years old. Face-toface survey interviews were carried out by teams of second year Media and Communication students working in groups of between 4 and 6 people at high human traffic areas including HDB town centres, bus terminals, MRT stations, shopping centres and the central business district. Student surveyors were instructed to avoid places which had homogeneous people groups such as institutions of higher learning, offices, factories and schools to better ensure a representative sample. * The National Youth Council has defined youth as those between 15 to 34 years old. AGE GROUP 15 – 19 20 – 24 25 – 29 30 – 34 TOTAL TOTAL M F

103 88 98 106 395

98 87 104 116 405

201 175 202 222 800

(The above quota sample is derived from statistics found in the Yearbook of Statistics Singapore 2009, Singapore Residents by Age Group And Sex, End June 2008) The survey was administered from June to July 2009. Completed survey questionnaires were compiled, tabulated and analysed quantitatively using the SPSS statistical package. Please note that due to rounding off, figures may not add up to 100%. Unless otherwise stated, the 800 respondents answered all the questions. Respondents were asked a screener question of whether they used social media before they were surveyed. The results were cross-tabulated according to age and gender. Only significant findings are discussed in this report. Copyright © 2011 Singapore Polytechnic, Diploma in Media and Communication, Centre for Social Media. All rights reserved. Rights and permission requests should be addressed to: fang_ruiting_pam@sp.edu.sg

3. Usage of Social Media
In this section, respondents were asked a series of questions in relation to their usage of social media sites such as Facebook, Twitter, Youtube and etc.

Social media sites that youth go to on a regular basis
Daily Facebook Twitter Friendster MySpace Wikipedia Bebo Plurk Hi5 Blogs YouTube Flickr Last.fm 64% 9% 6% 5% 17% 1% 1% 1% 30% 35% 11% 16% Weekly 24% 8% 9% 4% 31% 1% 1% 1% 25% 36% 19% 19% Monthly 6% 3% 12% 5% 17% 2% 2% 3% 10% 13% 18% 12% Rarely 4% 8% 36% 16% 16% 6% 6% 12% 22% 8% 25% 17% Don’t go 4% 72% 38% 71% 19% 90% 90% 84% 13% 8% 27% 37%

It can be seen that respondents go to Facebook most regularly with 64% of respondents going to it daily and 24% of respondents going to it weekly. This is followed by Youtube with 35% of the respondents going to it daily and a similar number (36%) going to it weekly. 30% of the respondents go to blogs daily and 25% of the respondents go to blogs weekly.

Copyright © 2011 Singapore Polytechnic, Diploma in Media and...
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