Surprisingly, most smartphone users in Singapore click on mobile ads

Yahoo and Mindshare did a findings of their joint study titled “Creating Brand Connections across Devices” for the Singapore market. Surprisingly (to me), 70% of Smartphone users in Singapore actually click on Mobile Ads. Before this finding, I always thought that users are used to the ads and will skip them automatically.


Press Release

70% of smartphone users in Singapore choose to click on mobile ads

– Yahoo-Mindshare mobile report deep dives into user behavior on smart devices and their role in the consumers’ path-to-purchase –

– 87% of the surveyed users use their mobile devices for conducting pre-purchase research –

Singapore, December 4, 2014 – Yahoo and Mindshare today announced the findings of their joint study titled “Creating Brand Connections across Devices” for the Singapore market.

This report is based on research about user behavior across devices- smart phones, tablets and PCs, highlights cross-device usage, time spent on mobile devices, top daily activities, genres of content consumed, and emerging trends on mobile video, gaming and entertainment. The findings of the study will enable brand marketers to make create informed cross-device marketing campaigns in the device proliferated Singapore.

In addition it also deep dives into the role mobile devices play in the consumer’s path to purchase, bringing into focus the effectiveness and potential of mobile advertising. Building on the findings, the study suggests some key enablers for brands to unlock the potential of mobile advertising by aligning it to user expectations.

Commenting on the study, David Jeffs, Head of Insights, India & South-East Asia, Yahoo said, “Singaporeans are among the most gadget-savvy people in the world, with an average user spending a whopping 3.7 hours a day on mobile devices for personal use. Yahoo and Mindshare conducted this study to gain deeper insights into user behavior, and the findings show that the mobile platform presents a clear opportunity for brands to educate and engage the connected consumer. The mobile is playing an increasingly important role in building meaningful brand experiences with consumers.”

Deepika Nikhilender, Leader, Business Planning, Mindshare Asia Pacific said, “Today brands need to optimize their campaigns keeping in view mobility and cross-device engagement. Users want mobile advertising to be relevant to the way they use the devices. The smart device is playing a key role in the path to purchase in a consumer journey. Brands need to evolve creative and innovative strategies to leverage this phenomenon and change behavior, as this device grows in its influence in the last mile.”

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This year’s study covers Malaysia, Singapore and Taiwan, building upon learnings garnered last year from the same study conducted in emerging Asian markets; namely India, Indonesia and China. In this year’s study there is increased focus on the role mobile plays in the consumer’s path to purchase.

As the title suggests, this study offers insights that can help a brand develop a more informed mobile strategy to effectively meet their marketing goals.

Key Findings from Yahoo Mindshare mobile study from Singapore:

1. Top 5 needs from Singapore users that are fulfilled by mobile devices:

a) Leisure activity: 72%

b) Catch up on news: 62%

c) Stay in touch: 61%

d) Morning Ritual: 60%

e) Entertainment: 38%

These findings show that brands have a great opportunity to connect with their target audiences, as consumers tend to be open and receptive during these mobile device usage occasions.

2. Communication and Content Consumption followed by Entertainment and Gaming are the top daily activities for Singaporean smartphone and tablet users.

3. Users in Singapore are avid readers of Local news followed by Breaking/International. Female users tend to prefer content on Celebrity Gossip and Beauty, whereas male users preferences’ skew towards Sports and Business news.

4. On average a Singapore smartphone user reads or watches over 6 different genres of content throughout the day. 

5. Video content consumption is hugely popular on mobile devices:

a) Short and snappy bite-sized 3 to 5 mins video content is a popular watch for users in the mornings, while long form video content is preferred later in the day.

b) Almost a third (35%) of users, have watched at least one video on their smart phones of over 20 minutes in duration.

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c) Women users prefer to watch TV shows and Comedy videos while men consume more Sports and Local News.

6. Gaming, Chatting/IM and Creating alarms, notes and reminders are most popular smartphone activity via apps amongst Singaporean users.

7. While smartphone usage remains consistent through the day, the ‘prime time’ of 8 pm to 11 pm is device-stacked with PC and tablets also being used. This offers brands with opportunities to integrate their campaigns across multiple screens.

8. During the ‘prime time’ of 8 pm to 11 pm, users are found connected and engaging in the following activities:

a) IM / Chatting

b) Social Networking

c) Play Games

d) Reading content

9. A phenomenal 87% of the surveyed users use their mobile devices for conducting pre-purchase research. This implies a paradigm shift in terms of information flow, showing that users are actively engaging with brands on their mobile devices even before buying the product.

10. 81% of the surveyed users in Singapore did pre purchase research on their mobile devices on Consumer Electronic products; followed by researching on Fashion (clothes and shoes) at 74% and 67% on Financial Services.

11. Mobile devices are increasingly being used in the entire consumer journey of the brand especially in the path to purchase i.e. from pre-purchase to in-store and post purchase.

a) 81% users researched about Consumer Electronics before the actual purchase

b) 74% did in-store purchase like researching, comparing prices, checking availability of Consumer Electronics

c) 46% continue to engage with a brand after the purchase, with activities like sharing photos/ video of the product they bought, recommendations, writing a review etc.

12. m-commerce seems on the rise with 72% for banking transactions and 74% for
making some form of online purchase.

13. Mobile advertising is seeing positive engagement with 70% of the users intentionally click on the mobile ads

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14. What does a mobile user in Singapore expect from the ‘ideal’ mobile advertisement:

a) Promotions/ discount coupons: 61%

b) Rewards via ad interactions: 36%

c) Teach something new: 29%

d) Keep me up to date: 28%

e) Be fun/ provide a short break: 23%

– ends –

About Yahoo:

Yahoo is focused on making the world’s daily habits inspiring and entertaining. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom ( or the Company’s blog (

About Mindshare:

Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. For more information, please visit: