More Internet mobile devices like smartphones and tablets has led to a growth of consumption of media content across many screens. Looking at Singapore, Nielsen’s latest Media Index Report 2012 reveals an upswing in digital media consumption. 42.7% of Singaporeans aged 15+ have watched videos, movies or television programmes online – this is up 2.3% points on last year. 35.7% have accessed news and current affairs/read e-newsletters online – up 4.3% points from last year. These are based on an average monthly basis.
Rebecca Tan, Managing Director of Nielsen’s Media business in Singapore and Malaysia, said, “As new technologies continue to emerge, consumers are becoming more and more demanding of anywhere, anytime access to media via an ever-expanding array of devices and screens.”
Printed newspapers remain a staple read for the majority of adult population in Singapore with 68.4% having read a hardcopy newspaper on an average daily basis. But this figure is 2.3% points down. Digital editions climbed 1.6%. The Straits Times maintains its hold as the most-read English title with print and online readership combining to give 34.3%.
Women’s magazines have retained their readers and many have gone digital. Tan says this will help them maintain relevance to young readers and offer an alternative platform to connect with readers.
Terrestrial TV in Singapore still attracts nine in ten television viewers. The Chinese language Channel 8 still has the highest viewership (62.3%). Turning to cable, 43.8% of adults in Singapore watch cable TV every week.
Radio, Internet, Cinema and public transport/outdoor are generally remaining steady according to the Index.