| SINGAPORE |
| MR
turnover |
US
$45
million |
| MR
turnover as % of
GDP |
0.04% |
| MR
industry growth,
2003-2004 |
9.2%
(Asia
Pacific:
5.2%;
World:
5%) |
Regional
ranking
(based
on turnover for Asia
Pacific countries) |
10 |
| Global
ranking (based
on turnover) |
38 |
| MR
spend per capita
|
US
$10.62
|
| MR
spend as as proportion
of ad spend |
3.8% |
| [Source:
2004 ESOMAR Industry
Study] |
Singapore is a relatively small market when ranked by turnover but - with an MR spend of $10.62 per inhabitant in 2004 - it joins the top 20 countries for MR spend per head. With the exception of New Zealand and Japan, all other countries in the top 20 are in North America or Europe. The UK tops the list with a spend of nearly US$40 per person.
Growth of the country's MR market is almost double the average for the rest of the world and for the region. MR spend as a proportion of ad spend is just 3.8% - compared with between 5% and 10% in most rich industrialised countries, and as much as 15.1% in France and 12.8% in Sweden. This shows the potential for MR growth as the market matures.
Overall, the manufacturing industry is the most important sector for MR - at 46% of total turnover. However, its importance is far lower in Singapore (10%). In Singapore, the impact of business to business research (25%) is far greater than the global average of 3%.
| Proportion of spending by clients in each sector:
|
| Manufacturing
|
10%
|
| B2B |
25% |
| Wholesale
and
retail
|
5% |
| Financial
services |
15% |
| Utilities
|
15% |
| Public
Sector
|
10%
|
| Media |
7% |
| Ad
agencies
|
3% |
| Research
institutes |
5% |
| Other
|
5% |
| [Source:
2004
ESOMAR
Industry
Study] |
| Proportion
of
turnover
allocated
to
research
methods:
|
| Quantitative
|
65%
|
| Post |
2% |
| Phone
|
35% |
| Face-to-face |
10% |
| Online
|
15% |
| Other
|
3%
|
| |
|
| Qualitative |
25% |
| Groups
|
10% |
| In-depth
interviews |
10% |
| Other
|
5% |
| [Source:
2004
ESOMAR
Industry
Study] |
Quantitative research accounts for about 84% of global research spending, with 15% qualitative. In Singapore, however, just 65% of research is quantitative (25% qualitative, 10% other.
Singapore is one of the biggest users of phone research (35% compared with 20% average) and a low user of the post (2% compared with 7% overall). It is also slightly ahead of the average for online research use.
Just over half of MR spending worldwide is on ad hoc research, though this rises to 85% in Singapore. Globally, about a quarter (28%) is conducted via panels - though this is far less in Singapore (5%).
Trade body
Market Research Society (Singapore)
|
