New Media in Singapore
Newspapers, magazines, tv spots. The head-lock that traditional media has on advertisers and marketers is loosening. While just a few years ago, Internet marketing was laughed off as a non-valid threat in Singapore, public consumption of the new media is catching up fast and closing in on the gap.
In the recent years, the Internet started to decentralize and redefine news. We obtain our dose of information daily from various sources. So many, in fact that it is no longer possible (at least very difficult) for traditional media to control or decide what gets shown to the public, at what frequency. The new rule of the day is: if you’re not going to report it, someone else will. Anyone with a camera on their mobile phones or access to a blog had become an aggregator of news. Information overflow? No longer a concern with the rise of social networks. Think about the last time you learnt of some breaking news over Facebook before hearing about it on the news. And its happening more frequently isn’t it?
Since new media is about mass participation and not huge marketing budgets, this means that as long as small businesses are savvy enough, there may effectively be no barriers to entry.
Is your organisation an active participant in new media?
Internet Usage Statistics in Asia
Singapore is unranked with 2,700,000 users but if we’re looking at penetration rates, Singapore is 5th after Japan, South Korea, Hong Kong and Malaysia.
Penetration rates:
- Japan – 73.8%
- South Korea – 70.7%
- Hong Kong – 69.5%
- Malaysia – 59%
- Singapore – 58.6%
Penetration rates are calculated using the number of internet users in a country divided by the population of that country. That means that 1 in every 2 persons in Singapore is an Internet user. Pretty encouraging stats if you are marketing to a local audience, no?
