The Singapore Digital Landscape 2025 report by AnyMind Group unveils significant insights into the evolving digital consumer behaviours in Singapore. The report, based on data from AnyMind’s platforms and local research by InQognito Insights, highlights that 54% of Singaporeans engage most with influencer-led short videos when discovering new brands, underscoring the growing influence of creator-driven content.
The study, which surveyed 1,255 consumers across the region, including Singapore, examines interactions across the marketing funnel—awareness, consideration, and conversion. It reveals that Singaporean audiences are 62% more likely to respond to sponsored influencer content. Additionally, they are 49% more likely to engage with influencer-led short videos, 45% with interactive ads, and 32% with in-game advertising.
Video ads, particularly product demos and tutorials, are most effective during the consideration stage, whilst strategic ad placement three days before a purchase significantly boosts conversions. Word of Mouth and Search remain pivotal in driving sales, highlighting the importance of trust and intent.
Toh Yi Hui, Country Manager of AnyMind Group in Singapore, noted, “Singapore’s brand-to-consumer landscape is evolving rapidly… It’s time for marketers to rethink the marketing funnel in today’s modern era.”
The report is part of a broader series covering Southeast Asia and the Middle East, aiming to equip marketers with insights for success in a digital-first world.
