Singaporeans are 62% more likely to respond to influencer content

AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has released the Singapore Digital Landscape 2025 report, a focused analysis of consumer behaviors and marketing performance within Singapore’s continuously evolving digital economy.

This report utilizes hypotheses derived through first-party data collected through AnyMind’s proprietary platforms: AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital advertising), and AnyX (e-commerce). Through InQognito Insights, the hypotheses formed the basis of a survey posed to a panel of 1,255 consumers across the region, including Singapore, to capture local behaviors across key digital channels.

The study analyzes consumer-to-brand interactions across the awareness, consideration, and conversion stages of the marketing funnel, and evaluates performance across key formats, including video, mobile, in-game advertising, and influencer-driven content. It increasingly shows that the traditional linear marketing funnel is no longer relevant in today’s digital consumer journey.

Key insights gleaned about Singaporean consumers from the report include:

• Singapore audiences are 62% more likely to respond to sponsored influencer content.
• Singaporean audiences are significantly more responsive to high-impact formats: they are 49% more likely to engage with influencer-led short videos, 45% more likely with interactive ads, and 32% more likely with in-game advertising.
• Video ads perform best among ad formats for consumers in the consideration stage, with product demos and tutorial-style content proving most effective at capturing consumer interest and driving intent.
• Singaporean consumers respond best to ads placed 3 days before making a purchase, highlighting the importance of strategic timing in driving conversions.
• Word of Mouth and Search are the clear channels for driving sales in Singapore, proving that trust and intent continue to be the dual engines of conversion.

“Singapore’s brand-to-consumer landscape is evolving rapidly – fragmented touchpoints, rising content expectations, and smarter consumers mean the old playbook no longer applies. It’s time for marketers to rethink the marketing funnel in today’s modern era, where the consumer journey is not linear but rather orbital, and there is a need to focus on building continuous, trust-based relationships,” said Toh Yi Hui, Country Manager, Singapore, AnyMind Group.

The Singapore Digital Landscape 2025 report is an extension of the Southeast Asia Digital Landscape 2025 report and part of a broader series that includes companion insights for Indonesia, Malaysia, the Philippines, Thailand, Vietnam, India and the Middle East. These reports aim to equip marketers with the insights needed to succeed in a connected, digital-first world.