Singapore Gen Z and millennials: Five trends in the new digital landscape

Creating experiences virtually is important in engaging Singapore’s millennials and Gen Z audiences who are spending up to a third of their day online seeking information and entertainment, a new report says, 

That is one of the key trends uncovered by Navigating Social Media in a Post-Pandemic World, from SGAG and TrendWatching. 

Why it matters

Brands can play a big part in consumers’ digital social lives by engaging them in ways that meaningfully address their current needs and expectations. Understanding content and engagement trends provides brands and marketers with opportunities in a transformed digitised world.

Key insights

• During COVID-19, 77% of consumers in Singapore spent more time on social media, with highest growth in adoption for TikTok.
  
• Online audiences do not want to spend too much effort in consuming content online; the future of video is to go short.
• With decreasing attention spans, brands will have to create content that is utilitarian, relatable and personal.
• Content that is relatable, humorous or aligned to social causes is more likely to garner engagement from online audiences.
• Sponsored content can be polarising but there are ways to engage and retain audiences.

Background

The report is based on feedback from over 600 Singapore-based respondents aged 15–45 from SGAG’s in-house research panel, as well as qualitative insights from HEPMIL Creators’ Network, supported by TrendWatching’s insights and data.

Sourced from SGAG