Consumer Profiles
for Singapore

Consumer Profiles for Singapore uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.

Consumer Profiles for Singapore

This Consumer Profiles product presents the population of Singapore, divided into ten easy-to-understand consumer classifications.

The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in Singapore. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.

Consumer Profiles for Singapore can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.

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Singapore – Subzones

323

Number of Regions

18000

Avg Population / Region

Country Summary

The Republic of Singapore is an island city-state in maritime Southeast Asia. It is situated just north of the equator, off the southern tip of the Malay Peninsula. Singapore comprises the main island plus the islet of Pedra Branca and sixty-three other satellite islands and islets. The Straits of Malacca lie to the west and the South China Sea to the east. Singapore has undertaken extensive land reclamation projects since independence, increasing its land mass by 25%. It the third most densely populated country in the world, with Chinese making up around 75% of the population and has four official languages: English, Malay, Mandarin and Tamil.
The island of Singapore was an important trading post in the region for centuries. It was in the 1600s that it came to the attention of the Portuguese, and then the Dutch, who exerted a good deal of control over trade in the region. In the 1800s, the British arrived, recognising Singapore’s potential and value. A deal was struck with the then Sultan and Singapore became a British possession. The British built a naval base in Singapore. In WWII, Singapore was occupied by the Japanese and experienced great turmoil.
Post-WWII, Singapore became independent and then joined with Malaya, North Borneo and Sarawak to become part of the new federation of Malaysia. In 1965, Singapore was expelled from the new federation and once again became independent.
It is now a unitary parliamentary republic. While elections are democratic, the government exerts significant control over society and politics, and the same political party has been in interrupted power since independence.
Singapore is one of the Asian Tiger nations in terms of external trade and its highly developed economy. It is a significant financial and shipping hub. Its economy is diversified with the top three areas being financial services, manufacturing and oil-refining, followed by electronics, chemicals, engineering and bio-medical science. Tourism is a major industry. An expensive place to live, Singapore is home to the world’s highest percentage of millionaires, and 91% of the population own their own homes. As a country, it ranks high on social performance indicators such as health, education, safety. A notoriously conservative way of life has led to challenges in some areas of society, such as LGBTQ rights, and internet censorship but Singapore is gradually becoming a little more liberal.
The cultural diversity of Singapore is apparent in its cuisine, literature, visual and performing arts and music. It is famed for its high standard of recreational living, with clubs which were established in 1800s. The Singapore Grand Prix, running since 2008 is considered a highlight on the F1 calendar.
On the world stage, Singapore is a member of the United Nations, a founder member of ASEAN and a member of the Commonwealth of Nations.

Product details

	Consumer Profiles for Singapore
	Administrative	Postcode	Small Area
Available
Region Type	Planning Areas		Subzones
Number of Regions	55		323
Average Population/Region	100,000		18,000

Consumer classifications

For each region type available, Consumer Profiles for Singapore data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.

Type A - High earning urban professionals

These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.

Type B - Comfortably off empty nesters

This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.

Type C - Modern and pragmatic over-50s

Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.

Type D - Well informed modern consumers

Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.

Type E - Affluent highly educated urban families

This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.

Type F - Security-conscious seniors

With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.

Type G - Lower / middle class socialisers

These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.

Type H - Younger lower and middle class consumers

Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.

Type I - Modern younger families

This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver too.

Type J - Low-income younger consumers

This is a young group with the lowest per-capita income and comprises mainly students, unemployed and stay-at-home parents. They generally live in towns or more rural areas.

Looking beyond Singapore? Consumer Profiles is available in a wide range of countries…

Other Countries

Data formats & delivery

Consumer Profiles for Singapore data is available in many popular GIS formats, including:

Esri Shapefile
Esri File GeoDatabase
MapInfo TAB (Extended)

All data products are delivered using our secure data delivery platform, Europa Data Vault.

Europa Data Vault

Free data life support

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Do get in touch if you would like more details about Consumer Profiles for Singapore (technical, licensing, pricing, etc.) or would like to arrange a personalised demo. Our product specialists will be happy to provide you with a free consultation.

Duncan Hill

+44 (0)1932 64 55 60
dhill@europa.uk.com

Warren Vick

+44 (0)1932 64 55 50
wvick@europa.uk.com

Consumer Profiles
for Singapore

Consumer Profiles
for Singapore