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[Infographic] [Singapore] The Nine New Faces Of The Singapore Consumer

Singapore’s average household income has risen to S$2,925 per month in 2011, according to global services information company Experian. The Experian Mosaic Singapore, an index that looks at the Singapore consumer, was recently updated with over 200 new data points from sources including SingPost postcodes, Census 2010 data, property and market research data and shows that average monthly household income has risen some 25 percent from 2007.

Experian Mosaic Singapore also provides a demographic breakdown of the Singaporean consumer, into 30 unique segments and nine groups that share similar demographic and socioeconomic traits. Amongst new consumer market segments include the “Affluent Elegance”, “Cosmopolitan Central”, “Cautious Community”, and even “Kopitiam Lifestyles”. The new segmentation can help brands and companies understand how to reach better to such customers.

“Singapore has seen many changes over the past few years, particularly in its economy, technology and in household composition. These changes have inevitably had an impact on consumer choice, preference and habits. By classifying households using the latest data, the new version of Experian Mosaic captures these differences and offers marketers new levels of insight into consumer behavior in Singapore,” says Graeme Beardsell, Managing Director of Experian South East Asia.

“The information on rising incomes and a shift in resident geographic distribution gleaned from Experian Mosaic can help marketers to reach target customers more precisely, as well as enable more effective communication through various channels. This ensures that the right product offerings are matched to the right audience, which will go a long way in retaining and growing the customer base,” Beardsell added.

Find out more about the new consumer segments in the infographic included below, or find out the full segmentation breakdown here.

Which of these segments do you think you belong to?


[EDIT: A previous version stated that “a higher GINI coefficient indicates narrowing income gap in Singapore” was incorrect. It has been corrected in this latest version.]

Daniel Goh is the founder and chief editor of Young | Upstarts, as well as an F&B entrepreneur. Daniel has a background in public relations, and is interested in issues in entrepreneurship, small business, marketing, public relations and the online space. He can be reached at daniel [at] youngupstarts [dot] com.

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  • euge

    Interesting, thanks for compiling. Any information on debt to income ratio? Would make the statistics more meaningful…

  • Natalie Trog

    What does it mean, 1.3x more likely to speak Malays at home? RACIST?

    • youngupstart

      It likely infers that more Malays are homemakers. That’s hardly racist in my opinion, but it can to others I suppose.

  • Colin Lai

    Dear sir, 

    I refer to one of the statements made in the afore given data ‘Rising Gini coefficient represents a narrowing income gap… ‘. 

    The point of content is, firstly, a rising Gini coefficient represent a widening income gap. Furthermore, more fundamentally, the statistics shown preceding that statement shows a DECREASE of the Gini coefficient. 

    So, it’s in the public’s interest, that the desired correction be made ASAP, lest it sets of a firestorm of emotion-filled discussion on the effectiveness of the government instead, derailing the intentions of this consumers study, especially given the delicate political and social atmosphere we are in at the moment.

    Thank you and have a nice day.

    • youngupstart

      Hi Colin,

      I assume you’re referring to the chunk of text just below the title in the infographic.

      You’re essentially right – a rise in the Gini coefficient does represent a widening income gap. But the comment is also correct – while the Gini coefficient has fallen from a high of 0.426 in 2007 (which is your point), it did rise from 0.417 in 2009 to 0.418 in 2011, validating the statement.

      It depends on the time frame you’re referring to.

      If you disagree, feel free to take this up with Experian.

      • factual accuracy pls?

        The statement “rising GINI coefficient indicates narrowing income gap” is fallacious regardless of context and clearly erroneous? if it were referring to 2007-2009, the statement should be “falling GINI indicates narrowing income gap”. If it’s for the period beyond that, it should be “rising GINI indicates increasing income gap”.

        • youngupstart

          As mentioned above, I clarified that a rising GINI coefficient indicates a widening income gap.

          To further clarify:
          2007 to 2009, GINI fell = narrowing income gap.
          2009 to 2011, GINI rose – widening income gap.
          2007 to 2011, GINI fell = overall narrowing of income gap.

          So yes, the infographic provided by Experian with the heading that states “rising GINI coefficient indicates narrowing income gap” is wrong.