AnyMind Group, a Tokyo-listed BPaaS company, has unveiled its Singapore Digital Landscape 2025 report. The report offers a deep dive into how consumers in the city-state are interacting with digital content, advertising formats, and e-commerce platforms. It reveals a digital ecosystem where traditional marketing funnels no longer hold, and consumer behaviour is increasingly shaped by trust, timing, and high-impact formats.
Based on proprietary data from AnyMind’s platforms (AnyTag, AnyDigital, POKKT, and AnyX) and a survey of 1,255 consumers across the region, the study finds Singaporean audiences are significantly more responsive to influencer-driven content, video advertising, and in-game marketing than their regional counterparts.
The data reveals that Singaporeans are 62 per cent more likely to respond to influencer-sponsored content than the regional average. Short-form videos led by influencers outperform static or long-form formats, with 49 per cent greater engagement rates. Interactive ads and in-game placements also perform strongly, with 45 per cent and 32 per cent higher engagement, respectively.
The report underscores a fundamental shift in how Singaporeans move through the marketing funnel. Rather than following a linear path from awareness to purchase, consumers today operate in what AnyMind describes as an “orbital” journey.
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Search and word-of-mouth remain the most effective channels for conversion in Singapore, signalling a dual emphasis on credibility and discovery. However, for consumers in the consideration phase, product demo videos and tutorials are particularly effective, highlighting the role of educational content in driving intent.
Notably, the report notes that the optimal timing for ad placement is three days before a consumer makes a purchase, emphasising the importance of strategic planning in media spend.
Toh Yi Hui, Country Manager for Singapore at AnyMind Group, noted: “Fragmented touchpoints, rising content expectations, and smarter consumers mean the old playbook no longer applies. There is a need to focus on building continuous, trust-based relationships.”
While the spotlight here is on Singapore, the report is part of a broader regional series covering Indonesia, Malaysia, the Philippines, Thailand, Vietnam, India, and the Middle East.
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