Social Media Users Worldwide Reach 5 Billion, but Misinformation Worries Remain in Singapore

SINGAPORE — Social media users globally have crossed the 5 billion mark, marking a major milestone in digital engagement, according to the Digital 2024 report by Meltwater and We Are Social. However, the report also underscores a rising concern in Singapore: the spread of misinformation.

While 62.3% of the world’s population now actively uses social media, 65.2% of adults in Singapore report difficulty distinguishing true information from fake, compared to a global average of 55.8%. This trend highlights the importance of enhanced digital literacy to help users navigate potentially misleading content.

Social Media Use and Screen Time in Singapore
Singaporeans aged 16 to 64 spend an average of 2 hours and 14 minutes daily on social media, slightly below the global average of 2 hours and 23 minutes. Total daily internet usage among Singaporeans is around 6 hours and 49 minutes, just above the global average of 6 hours and 40 minutes. Despite these numbers, social media use in Singapore is notably high, with 85% of the population actively participating on various platforms, well above the global average.

Privacy and Digital Engagement Concerns
The report also shows that 35.9% of Singaporean internet users are concerned about data privacy, surpassing the global average of 31.2%. Additionally, 43.7% of Singaporeans visit social platforms without the primary intent of engaging with brands, slightly below the global rate of 48.9%.

Key Global Insights from Digital 2024
The report reveals year-on-year social media growth of 5.6%, with the typical user spending over 2 hours daily across 6.7 platforms. Instagram was identified as the world’s favorite social media app among users aged 16 to 64, edging out WhatsApp.

Global digital ad spending also grew by 10% to nearly $720 billion in 2023, with social ad spending increasing by 9.3% to $207 billion.

Alexandra Saab Bjertnæs, Meltwater’s Chief Strategy Officer, and Nathan McDonald, co-founder of We Are Social, emphasize the importance of brands understanding platform-specific trends to foster authentic and culturally relevant engagement.

As social media expands, so does the challenge of misinformation. The report encourages users to navigate digital spaces responsibly, verifying information before sharing.