Sign in or 
Share this
Singapore: Traditional Media
1. Advertising Expenditure
Businesses Pumping more Money into Mainstream Media vs. Social Media
Singapore's advertising expenditure totalled nearly S$1.9 billion in 2006, with at least 78.5% spending on mainstream media (39.4% TV; 39.1% Newspapers). A stronger growth in advertising dollars on TV (5.5%) has also been seen over the papers (3.3%). Top advertising category spenders, like alcoholic beverages and electrical household appliances even increased their expenses by up to 52% on television. The highest increase among all media was Magazines (25%). [Source: Today Online]
2. Media Consumption Trends
Traditional media still preferred for brand managers.
Exact figures and statistics could not be found but media consumption patterns seem to suggest that while Singaporeans spend on the most time on the Internet (47%) followed by TV (29%), brand managers are still spending the bulk of their advertising budget on TV (42%) and other traditional media channels instead of the internet. This contrast underlines the great inertia companies face in leaving their 'comfort zone'. [Source - Ian McKee (CEO of Vocanic)]
Mainstream media still preferred for news and views, while Singapore's political blogs have limited reach.
Despite the growth of socio-political blogs in Singapore in terms of numbers and the quality of posts, the mainstream media still dominates in terms of reach as Singaporeans still largely rely on traditional media such as newspapers for the latest news. Presently, local newspapers such as The Straits Times are still relatively popular - with a circulation of around 400 000 and a readership of roughly 1.3 million. In a poll conducted in 2005 and 2006, 69% of Singaporeans expressed confidence in the local mainstream media.
The writers of blogs such as The Wayang Party Club and The Online Citizen feels that the limited reach is due to the lack of awareness on the part of Singaporeans as to the presence of such blogs. The sites are also run by unpaid volunteers, leading to a lack of resource materials for reference. Additionally, issues are usually not generally perceived as being a significant nationwide conversation unless it has been mentioned in mainstream media such as The Straits Times and Channel NewsAsia. [Source - The Straits Times, March 5 2009, Page B4 - Excerpt available here.]
Singapore's youth remain as voracious consumers of mass media - both traditional and digital.
In Young Asian's Survey conducted by Synovate - a market research organization - in 2008, the level of Singapore youths' media consumption are found to be generally higher than their regional counterparts, comprising countries like Japan, China, Malaysia and Vietnam. However, the media consumption of youth here still lags behind other countries such as South Korea, Taiwan and Hong Kong.
A comparison of media consumption habits, pitted against that of youth in the region is as shown below.
Figure 2.1 - Media consumption patterns of Singaporean youths.
3. Technological Barriers
As mentioned above, Singapore is ranked at 3rd place among the World for its NRI. Given its small land mass and high internet penetration rates, there is technically no technological barrier affecting its social media scene at all. Unlike other bigger countries such as Japan or China, which can be divided into rural and urban regions, Singapore is very evenly urbanised and has stable technological infrastructures.
Businesses Pumping more Money into Mainstream Media vs. Social Media
Singapore's advertising expenditure totalled nearly S$1.9 billion in 2006, with at least 78.5% spending on mainstream media (39.4% TV; 39.1% Newspapers). A stronger growth in advertising dollars on TV (5.5%) has also been seen over the papers (3.3%). Top advertising category spenders, like alcoholic beverages and electrical household appliances even increased their expenses by up to 52% on television. The highest increase among all media was Magazines (25%). [Source: Today Online]
2. Media Consumption Trends
Traditional media still preferred for brand managers.
Exact figures and statistics could not be found but media consumption patterns seem to suggest that while Singaporeans spend on the most time on the Internet (47%) followed by TV (29%), brand managers are still spending the bulk of their advertising budget on TV (42%) and other traditional media channels instead of the internet. This contrast underlines the great inertia companies face in leaving their 'comfort zone'. [Source - Ian McKee (CEO of Vocanic)]
Mainstream media still preferred for news and views, while Singapore's political blogs have limited reach.
Despite the growth of socio-political blogs in Singapore in terms of numbers and the quality of posts, the mainstream media still dominates in terms of reach as Singaporeans still largely rely on traditional media such as newspapers for the latest news. Presently, local newspapers such as The Straits Times are still relatively popular - with a circulation of around 400 000 and a readership of roughly 1.3 million. In a poll conducted in 2005 and 2006, 69% of Singaporeans expressed confidence in the local mainstream media.
The writers of blogs such as The Wayang Party Club and The Online Citizen feels that the limited reach is due to the lack of awareness on the part of Singaporeans as to the presence of such blogs. The sites are also run by unpaid volunteers, leading to a lack of resource materials for reference. Additionally, issues are usually not generally perceived as being a significant nationwide conversation unless it has been mentioned in mainstream media such as The Straits Times and Channel NewsAsia. [Source - The Straits Times, March 5 2009, Page B4 - Excerpt available here.]
Singapore's youth remain as voracious consumers of mass media - both traditional and digital.
In Young Asian's Survey conducted by Synovate - a market research organization - in 2008, the level of Singapore youths' media consumption are found to be generally higher than their regional counterparts, comprising countries like Japan, China, Malaysia and Vietnam. However, the media consumption of youth here still lags behind other countries such as South Korea, Taiwan and Hong Kong.
A comparison of media consumption habits, pitted against that of youth in the region is as shown below.
Figure 2.1 - Media consumption patterns of Singaporean youths.
3. Technological Barriers
As mentioned above, Singapore is ranked at 3rd place among the World for its NRI. Given its small land mass and high internet penetration rates, there is technically no technological barrier affecting its social media scene at all. Unlike other bigger countries such as Japan or China, which can be divided into rural and urban regions, Singapore is very evenly urbanised and has stable technological infrastructures.
brendalogy |
Latest page update: made by brendalogy
, Apr 7 2009, 1:28 PM EDT
(about this update
About This Update
Edited by brendalogy
1 image deleted view changes - complete history) |
|
Keyword tags:
None
More Info: links to this page
|
There are no threads for this page.
Be the first to start a new thread.
