Synovate: Brands should go online to target Singapore's high-end consumers

Clare Lui, director of Synovate Hong Kong, said the affluent group in Singapore has for some time showed a high level of online connectedness. “Over half of Singapore elites already have access to the internet in 1997, and now almost all  are online," she said.

The survey, which covers Q3 2010 to Q3 2011, also showed that the Singapore is the top market across Asia Pacific in technology products such as smartphones, laptop/notebook ownership as well as plasma/LCD screen TV.

An increasingly number of Singaporean elites also indicated that international channels (56 per cent) and publications (48 per cent) are more insightful, from 50 per cent and 42 per cent respectively in 2010.

Steve Garton, global head of media and managing director, media – Greater China at Synovate, said media owners delivering international content to Singapore can take comfort from these findings. “The elite group is highly receptive and appreciative of the content provided,” he noted.

Singaporean elites are also the region's leading travellers, with 9 per cent having travelled on five or more business trips in the period. Seven out of ten of them have travelled for leisure,also  the highest in the region.