Singaporeans demand trust online as misinformation shapes digital behaviour

Singaporeans are increasingly demanding trust and transparency online, with concerns over misinformation shaping digital behaviour, according to Meltwater and We Are Social’s “Digital 2026: Singapore” report.

The study draws from the agencies’ proprietary media, social, and consumer intelligence data, analysing online habits, digital adoption, and eCommerce patterns across Singapore. The report shows that 71.1% of Singaporeans are concerned about misinformation, highlighting a broader cultural shift toward discernment and accountability in digital spaces.

Singapore remains one of the world’s most digitally advanced societies, with 98.4% of the population online and 90.6% active on social media. Yet citizens are engaging more intentionally, prioritising authenticity, privacy, and transparency in the content they consume.

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On average, Singaporeans spend six hours 44 minutes per week on social media, five hours 38 minutes on short online videos, and five hours 18 minutes on streaming TV, demonstrating strong engagement balanced by selective consumption.

Beyond misinformation, 36.8% of Singaporeans regularly decline cookies, and 34.4% worry about how companies use their data. The report highlighted that Singaporeans are taking a more active role online, carefully evaluating the spaces they engage with and managing the content they see and share.

AI-driven discovery tools are also influencing behaviour, shaping what people read, watch, and buy. Platforms such as ChatGPT are becoming part of daily routines, yet high digital literacy means users expect transparency and ethical use.

eCommerce continues to anchor Singapore’s digital economy, with 4.7 million shoppers spending roughly SG$7.65 billion annually, up nearly SG$1 billion from 2025. Mobile devices now account for over 70% of purchases, with fashion, electronics, and food topping the list. Cross-border and subscription-based buying are also growing, reflecting the increasing role of discovery, community, and content in purchase journeys.

These trends peak during major events such as Singles Day (11.11), when engagement begins weeks in advance. Meltwater noted Shopee leads in reach, while TikTok Shop drives engagement through creator-led content and livestreams. Singapore mirrors these trends but with a measured approach, where credibility and verified information remain key to conversions.

The findings highlight a broader shift across Asia: digital growth is no longer defined by time spent online but by trust between audiences and brands. Singapore’s digital citizens demonstrate that fast-paced innovation and ethical responsibility can coexist, setting a benchmark for transparency, ethics, and human connection in the digital era.

“Meltwater’s data shows that Singapore’s digital landscape is evolving through both technology and behaviour. People here are informed, intentional, and selective about what they engage with, and AI is influencing how we create and connect," said Mimrah Mahmood, APAC VP of Meltwater.

He added, "Singapore demonstrates that progress is strongest when innovation is guided by discernment. The opportunity now is to apply intelligence with integrity and use technology to build authentic human connections."

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