Singapore looks to gadgets for media: PAX

According to the survey, Singaporeans are increasing the amount of media they consume as they multi-task more and continue to access their choice media on several mediums, including laptops, TV sets and mobile. Among the most notable trends is the increase of MP4-player usage, as 13.4 per cent of those polled use thus them, compared with the 9.1 per cent from last year.

Of the more than 600,000 Singaporeans polled, 43 per cent say they have an LCD or plasma television set, up from 27 per cent in 2007. However, while this demographic have upgraded TV sets, they are not watching all their programmes on them. Fifty-one percent of Singaporeans say they have watched television on a computer or mobile device within the past 30 days, and 74 per cent say they have read an e-magazine or newspaper on these mediums.

Singaporeans are still ingrained in local-title newspapers or magazines with 83 per cent of those polled saying they read them regularly. Only Bangkok beat Singapore in the region, with 84 per cent.

Hong Kong residents are more apt to watch news- and business-focused TV programmes than Singaporeans, with 91 per cent in Hong Kong compared to Singapore's 86 per cent. Second to news in Singapore were movies and documentaries compared to the popularity of travel and lifestyle shows in Hong Kong.

Hong Kong audiences are also more apt to use Facebook than Singaporeans although the SNS polled the most popular in both markets with 63 per cent of Hong Kongers saying they have logged on in the past 30 days compared to the 48 per cent in Singapore.

Friendster was the second most popular networking medium in Singapore, luring 48 per cent of those polled, followed by Windows Live Spaces (MSN Spaces) third at 27 per cent.

Meanwhile, MSN spaces was the second most popular networking medium in Hong Kong, with 43 per cent, and Yahoo 360 was third with 23 percent.