YouGov | What The World Thinks

Singapore: do households expect finances to improve or worsen in 2023?

Which employment sectors in Singapore are respondents most bullish – and bearish – about their future household finances?

APAC Biggest Brand Movers – January 2023

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

What distinguishes online-first shoppers from the average consumer in APAC?

What traits do online-first shoppers in APAC share?

How are Singaporeans planning to spend Valentine’s in 2023?

How many are planning to celebrate with a romantic partner – and with what kind of activities and gifts?

Two in five S’pore adults report decrease in disposable income, also expect decline in next year

Amid these turbulent times, consumers are seen to place higher importance on insurance and savings, followed by future proofing and money management

Data privacy: how concerned are consumers in APAC – and does it affect the devices they buy?

Here’s how data privacy concerns in APAC vary across generations and markets – and influence consumer electronics purchases.

Do people in S’pore see Valentine’s Day as a ‘proper’ special occasion, or is it too commercialised?

Across the world, people have a cynical view of the celebration

What are APAC’s top New Year Resolutions for 2023?

In 2023, this is what denizens of APAC most want to achieve.

APAC Biggest Brand Movers – December 2022

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

Singapore’s Most Talked-About Brands: December 2022

Which brands in Singapore saw the largest spike in consumers who are talking about them in December?

Charles & Keith’s luxury controversy – How has its recent actions reshaped consumer perceptions?

How has the controversy over Charles & Keith’s luxury status – and its recent actions – impacted the brand?

New Year of the Rabbit: are attitudes towards meat-eating and plant-based substitutes changing?

What proportion of Singaporeans are trying to eat less meat and switch to plant-based alternatives?

Data privacy & sustainability see increase in importance among electronics shoppers in S'pore

Brands are met with a further challenge of the perceived higher cost of sustainability, as majority think environmentally products are more expensive

Majority of Singaporeans positive about country and government performance: YouGov

Cost of living and housing affordability emerged as the areas which citizens would like the government to place greater focus on

A third of S’pore adults expect to spend less on Christmas because of the rising cost of living

Gifts, festive gatherings, outings, and staycations set to see the biggest cutbacks

Local banks dominate YouGov’s Bank and Payment Brand Rankings 2022 in S’pore

Digital bank Revolut, targeted mostly at travellers, recognised as most improved brand of the year

Most global consumers to stick with current media habits: YouGov report

In Singapore, digital media, streaming video and interacting with social media are set to see the biggest increase in consumption over the next year

Minding the metaverse: Part 4 – Pull and push factors for consumers in Singapore

What are the top factors that encourage and deter consumers in Australia and Singapore from entering the metaverse?

Minding the metaverse: Part 2 – Interest and potential usage in Australia and Singapore

How interested are consumers in entering the metaverse – and what are they most keen on doing there?

Minding the metaverse: Part 1 – Consumer awareness and perception in Australia and Singapore

How do awareness and perceptions of the metaverse – and associated brands – vary among Australia and Singapore consumers?

How are consumers in APAC discovering new brands?

Here are the most common channels through which consumers in APAC are learning about new brands.

Singapore Airlines tops YouGov’s 2022 Best Brand Rankings for fifth year running

YouGov’s latest rankings reveal the brands with the best brand health, according to residents

What are Black Friday shoppers in S'pore looking to purchase? Personal care, electronics and apparel

When it comes to marketing, online ads hold highest recall among shoppers, followed by app notifications and ads

Three in ten S’pore adults say stigmas around mental illnesses are declining

A majority also think it is important for people to talk about mental health

How brand conscious are consumers in Southeast Asia?

To what extent do consumers in Southeast Asia make purchase decisions based on retail brand?

Hong Kong & Singapore’s Advertisers of the Month: Sep 2022

Data from YouGov BrandIndex shows that awareness of Apple's advertisements rose by over 10 percentage points in September.

Booking.com tops YouGov’s travel brand rankings in S’pore

YouGov’s latest rankings reveal the most considered brands among responsible travellers

APAC Biggest Brand Movers – August 2022

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

Six in ten S’pore adults think the S’pore Grand Prix has had a positive impact on the country

Tourism and entertainment cited as the areas enjoying the most positive impact, while environment was said to have suffered the most

Fitness tracking and smart wearables: understanding the health tech market in APAC

How interested are consumers in health and fitness technologies across APAC?

Responsible travellers in S’pore most want to travel to Japan: YouGov report

YouGov's latest travel rankings offer a benchmark for brands and destinations to evaluate their positions in the context of sustainable travel

Global: Which payment methods are travellers most likely to use on their next overseas trip?

Payment options while overseas: how do they vary in popularity among travellers from different markets worldwide?

Almost six in ten S’pore adults think online gambling should not be allowed, fourth highest globally

YouGov’s latest whitepaper presents the often-overlooked perspective of the consumer in the gambling debate

Do celebrity endorsements and moral messaging matter when engaging consumers in Singapore?

Singapore Airlines tops YouGov’s Recommend Rankings 2022

YouGov’s latest rankings reveal the brands consumers were most likely to recommend to a friend or colleague

S’pore adults intend to always mask up on private transport and at airports

Despite lifting of mandate, people are still uncomfortable without masks in certain places

Majority of Singaporeans feel positively about PM Lee’s National Day Rally speech

Economic challenges, removal of the compulsory mask mandate, and repeal of Section 377A were also found to be top issues among voters

Grab cuts grace waiting time for commuters: Has consumer perception towards the brand changed?

How has Grab’s penalty charge for commuters who keep their drivers waiting for over three minutes impacted the brand?

Will rising costs hurt the insurance industry in APAC?

Latest YouGov data sheds light on how consumers in Australia, China, Hong Kong, India, Indonesia and Singapore expect to adjust insurance spending

Singapore’s Most Talked-About Brands: July 2022

Which brands in Singapore saw the largest spike in consumers who are talking about them in July?

What do Singaporeans intend to do this National Day? Watch the parade online and stay home

One in three also say Singaporeans are becoming less patriotic

Global: To what extent do people use social media to catch up on the news?

As Facebook puts news on the back burner, we ask to what extent is social media used globally as a major source of news?

S’pore adults aged 18-24 have greatest intention to increase spending on live entertainment

Streaming services are also set to see most consistent spend among the group

S’pore citizens want more aid beyond the government’s inflation relief package

With almost all respondents saying costs of living have increased over the past year, demand for greater support signals citizens could be feeling pressure ...

S’pore shoppers within top three country spenders for events like Singles’ Day & Black Friday

YouGov’s latest report reveals key insights for seasonal FMCG and retail marketers, based on data across 18 international markets

StarHub TV: Has its English Premier League package boosted consumer interest in the brand?

StarHub TV: Has its English Premier League (EPL) package significantly boosted consumer interest in the brand?

Singapore Advertiser of the Month: Amazon Prime

Data from YouGov BrandIndex shows that awareness of Amazon Prime's advertisements rose by over ten percentage points in June.

Four in ten Gen Zs use social media to plan a vacation

Recommendations from friends and family another top resource, although more popular among those above 25

APAC Biggest Brand Movers – May 2022

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

S'pore residents anticipate their cost of living to increase, plan to cut non-essential spending

A majority of residents are not hopeful about their future financial situation and expect it to remain the same or get worse in the ...

Gen Zs in Singapore second most likely globally to hunt for sustainable travel offers

YouGov’s latest report sets out to understand what Gen Zs want from travel, and the best ways to engage with these travellers of tomorrow

How does consumer trust in digital wallets and Buy Now Pay Later services vary across APAC?

What are the age and market differences in APAC consumers’ trust of e-wallets and BNPL services?

Interest in women’s sport in S’pore below global average

YouGov’s new report explores attitudes and behaviours of socially responsible sports fans and reveals what it means for marketers

Electric car ownership in Singapore: Which are the top brands and factors driving EV purchase?

What are the top reasons driving EV purchases in Singapore, and which car brands do EV owners have the best impression of?

Do people in S’pore see Father’s Day as a “proper” special occasion, or is it too commercialised?

Latest data indicates that residents are almost equally split between being fans and sceptics of the occasion

Global: Most consumers want to eat local food – but how do climate change beliefs affect appetites?

In which markets do consumers most and least prefer buying food produced in their own country?

S’pore adults aged 25-34 most likely to seek a pay raise in the next year

A third intend to ask for increments around forecasted inflation rates, at 2.1% to 5%

Japan reopens to holidaymakers: Who in Singapore is most likely to visit and where to advertise?

Explore Japan travel sentiments across different age groups in Singapore and the best media channels to advertise in.

Consumer trust in traditional versus digital-only banks in APAC

How large is the trust gap in different APAC markets and across different age groups?

Nine in ten S’pore adults still wear a mask outdoors, despite no longer being mandated to

Protecting oneself from germs and the convenience of continuing to wear a mask when moving between indoor and outdoor spaces cited as most popular ...

APAC Biggest Brand Movers – April 2022

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

Four in ten S’pore millennials say they would live in athleisure if they could

Millennials also more likely than the general population to wear the product category outside of workout settings

Digital financial services: What are Singapore’s top concerns?

Here are Singaporeans' top concerns with using digital financial services, across different generations.

More than a third of Singapore residents think Thailand will top the SEA Games medal tally

When it comes to sporting interest, residents are most keen on following aquatics, badminton, and table tennis

More than half of Singapore residents would be interested in shopping in virtual reality

Adults aged 18 to 34 most likely to show interest

Sharing streaming account log-ins: how do consumer views across APAC differ?

Here's what consumers in various markets and age groups think about this practice – and group subscription options.

What do Singapore’s consumers most consider when choosing a financial service provider?

Here are the top factors Singaporeans think about when choosing a financial service provider, across different generations

Mums in S'pore more likely to wear athleisure than the overall female population

They are also more likely to consider functionality and brand name in their purchase decision

Twitter members in S’pore mostly unaffected by acquisition by Musk, although a quarter are surprised

Some hold worries that the potential removal of moderation could develop it into a platform for hate speech and misinformation

Singapore Advertiser of the Month: SIA

Data from YouGov BrandIndex shows that awareness of Singapore Airlines' advertisements rose by almost twelve percentage points in April.

APAC Biggest Brand Movers – March 2022

See the top 10 brands in various APAC markets that have registered statistically significant month-on-month upticks in consumer perception.

Relationships in S'pore: How long you should wait before saying “I love you”, buying a home & more

A new YouGov survey asked 1,057 Singapore residents about the ideal timeline for taking those important steps

Six in ten people in S'pore prefer sustainable brands, with those aged 18 - 24 most likely to say so

Sustainable shoppers are also more likely to pay a premium for eco-friendly products than the general population

Do eco-labels influence the purchase decisions of consumers in Singapore?

Are consumers in Singapore keen to switch brands or pay more for eco-labelled products?

Eco-labels in Singapore: How aware are consumers of these green certification marks?

How well do consumers in Singapore recognise various eco-labels?

Singapore’s best Dining and Quick Service Restaurants in 2022

Here are Singapore's top 10 casual dining brands in 2022

Just how popular is anime in Singapore – and related merchandise and events?

What’s the proportion of anime watchers who buy anime merchandise, visit anime-themed business establishments and events?

How likely are consumers in Singapore and Australia to embrace the metaverse?

How open are consumers to entering into a 3D virtual world to socialise, work, and shop?

Adoption of cryptocurrency set to rise among young Singapore residents, YouGov study

While those aged 25 to 34 will be the largest transactors, the biggest boost in activity will be seen in those aged 35 to ...

Six in ten Singapore residents say the pandemic has adversely impacted mental health

Among the 17 markets surveyed, Singapore accounted for the biggest year-on-year increase in the proportion of people who experienced this negative impact

Most feel positively about the easing of Covid-19 curbs in S'pore, but one in three are concerned

People in Singapore are most looking forward to easing of group size restrictions, with young adults especially pleased with lifting of measures on alcohol ...

Singaporeans would like to sleep for at least seven hours but only a quarter have that routine

Fewer than one-fifth have an uninterrupted sleep

Can online shopping benefit from celebrity endorsements?

Can celebrity endorsements help promote e-commerce activity among consumers in Singapore?

Samsung is Advertiser of the Month in both Australia and Singapore

Data from YouGov BrandIndex shows that awareness of Samsung's advertisements in both markets rose by more than 6 percentage points in February.

What destinations do women in APAC want to visit for their next holiday?

Ladies in APAC are looking to visit these places for their next holiday: top destinations ranked

Seven in ten women in Singapore think gender inequality still persists in the workplace

Those in construction, engineering or design, and health and medical services most likely to say this than others

GST hike: F&B, clothing and apparel businesses most likely to see cutback in consumer spending

Find out what Gen Z, Millennials, Gen X and Baby Boomers are most likely to spend less on after the GST hike

Young consumers to drive streaming in Singapore, with two in five claiming to increase consumption

Traditional media still retains a steady stronghold, particularly among those between the ages of 45 and 54

Shopee tops YouGov’s Best Buzz Rankings 2021 in Singapore

Latest rankings dominated by local brands, with technology and retail being the most-represented sectors

OCBC phishing scam: Have “goodwill payouts” been enough to restore bank’s brand?

See how public perception towards OCBC has changed after recent actions by the bank to reimburse all victims of December’s phishing scam in full.

YouGov Best Buzz Rankings 2021 Singapore

YouGov launches its APAC Best Buzz Rankings 2021 to reveal the top brands with the highest average Buzz scores between January 1st and December ...

Is APAC’s travel outlook for 2022 still gloomy?

Understand leisure and business travel sentiments in APAC, and the audience segments driving demand in 2022.

Singapore: Biggest Brand Movers – December 2021

See the top 10 brands that have registered statistically significant month-on-month upticks in consumer perception.

Despite rising Covid cases, majority of Singaporeans likely to proceed with CNY celebrations

More than half feel confident about the current safety measures, with the youngest adults feeling the safest amid restrictions

What impact has the OCBC phishing scam had on the bank’s brand?

See how public perception towards OCBC has changed following the incident, and in response to its subsequent actions.

APAC Biggest Brand Movers - December 2021

YouGov releases its first Biggest Brand Movers for APAC markets.

Singapore Advertiser of the Month: Gardens by the Bay

Gardens by the Bay registered the biggest uptick in Ad Awareness scores out of any brand in Singapore in December.

Global: Which industries are best suited for sports sponsorship?

A new YouGov study conducted across 17 markets worldwide asks consumers about how appropriate it is for various industries to engage in sports sponsorship.

Consumer sentiments towards AI and Automation in Singapore

Get YouGov's insights on consumer sentiments towards AI and Automation in Singapore.