Social Media Statistics in Singapore and the Metrics That Matter
By Novatise · 6 min read · Updated 26 October 2026
Around nine in ten people in Singapore use social media. DataReportal’s Digital 2026 report counts 5.33 million active social media user identities in October 2025, equal to 90.6% of the population. Every figure on this page comes from that one named source, and we link to it, so you can check each number and its caveats.
Key social media statistics for Singapore
Source: DataReportal, Digital 2026: Singapore (Kepios, We Are Social and Meltwater), published November 2025 with data to late 2025.
| Measure (late 2025) | Figure |
|---|---|
| Internet users | 5.78 million (98.4%) |
| Social media user identities | 5.33 million (90.6%) |
| YouTube ad reach | 5.33 million |
| LinkedIn members | 5.10 million |
| Facebook ad reach | 3.80 million (64.6%) |
| TikTok ad reach, adults 18+ | 3.80 million |
| Instagram ad reach | 3.35 million (57.0%) |
| Messenger ad reach | 1.75 million |
Percentages are of the total population. The report also notes growth between late 2024 and late 2025 in social media identities (+3.3%), Facebook ad reach (+5.6%), Instagram (+9.8%), TikTok (+11.5%) and LinkedIn (+8.5%).
How to read these numbers
- Ad reach is not active users. Platform ad-tool figures show how many people advertisers can target, which can differ from actual monthly use.
- Identities are not people. One person can have several accounts, so “user identities” may overstate unique users.
- LinkedIn counts registered members, not active users, so it is not directly comparable with other platforms.
- Platforms revise their data. Avoid comparing with figures from earlier years’ reports; use the change figures the report publishes.
The metrics your business should track instead
National statistics tell you where the audience is. Your own metrics tell you whether social media is working for you:
- Reach and frequency within your target audience, not overall.
- Engagement rate on posts and videos, especially saves, shares and comments.
- Click-through rate to your website or landing page.
- Leads and cost per lead by platform and campaign.
- Conversion rate and cost per customer, tracked through to sales in your CRM.
- Response time to messages and comments.
For how to put this into practice, read our Facebook marketing in Singapore guide and how we automate short-form video.
Frequently asked questions
DataReportal’s Digital 2026 report counts 5.33 million active social media user identities in Singapore in October 2025, equal to 90.6% of the population. Identities may not all be unique individuals.
Meta’s advertising tools, as reported by DataReportal, put Facebook’s ad reach in Singapore at 3.80 million in late 2025, about 64.6% of the population.