Mobile apps and digital services in Singapore: Premium features and better deals for some, non-essential and scary for others

SINGAPORE — Singapore is no stranger to technology, with the country having one of the fastest internet speeds in the world and amongst the highest internet penetration rates.

Yet, within Singapore, the speed of adopting and use of technology is not the same across all demographics, with a new study suggesting that household income levels also play a part.

Commissioned by Yahoo Southeast Asia, "The Clicks and Shifts: Yahoo Singapore Digital Study" was conducted by Milieu Insight in February 2024, and examined the habits and perspectives of 1,500 users concerning mobile apps and digital services.

Released on Tuesday (2 April), the study found that those with higher household incomes tend to use mobile apps and digital services more often. Around 90 per cent of those earning at least $12,000 use these services frequently.

On the contrary, the study found that individuals from lower household incomes (below $3,000) tend to use these mobile apps and digital services less frequently. Among them, 76 per cent use them often, while 19 per cent use them sometimes.

What are some of the reasons that contribute to these differences in technology usage among different age groups and income levels? Yahoo spoke to some individuals to get their views on the matter.

Apps for all, premium features for some

For 24-year-old Rabiatul, who is embarking on her journey as a lifestyle content creator, relying heavily on mobile apps and digital services is part of her daily life.

Despite a household income above $12,000 and having a full-time job with a monthly income ranging from $2,500 to $3,200, Rabiatul remains mindful of her expenses.

When it comes to tech, certain investments are essential for her craft, Rabiatul said, such as a premium video editing app that costs $11.98 per month. This app allows her to use a wider range of fonts and animations, making her videos more engaging and simplifying editing.

"I researched the mobile apps that are useful for my videos. I'm even considering getting an iPad for editing," she told Yahoo.

She also recently upgraded to an iPhone 15 Pro Max, which cost over $2,000, for its enhanced camera features and increased storage capacity.

"It took me about two months to decide before purchasing it," she added. "I set aside money for my needs and bills first, then saved for the phone."

Beyond her creative pursuits, Rabiatul said she depends on various apps "to manage myself". From a period tracker to food and grocery delivery services and even the Notes app for reminders, these help her tackle daily tasks, adding convenience to her life.

She acknowledged that higher household incomes often lead to increased use of mobile apps and digital services.

For example, those with higher incomes may have access to premium features within these apps, and afford better devices to help run the various apps smoothly, Rabiatul shared.

She also believes that Generation Z, her generation, is more accepting of technology due to growing up amidst rapid technological advancements.

"We are exposed to it very young, making us adaptable and comfortable with innovations," she said. "I think for us, technology serves as a tool for communication and self-expression, compared to the older generations."

Tech adoption not a priority for some

Seow Thiam Kee, a 74-year-old resident of a senior group home in Mei Ling, echoed the sentiments of the 5 per cent of individuals from lower household incomes (below $3,000) who rarely or not at all use mobile apps and digital services.

He told Yahoo that despite having access to a digital tablet at home, he does not use apps and online services much.

"Age and health are against me," Seow said when asked why that was so.

Seow is part of the Senior Group Home programme designed for low-income seniors eligible for Housing and Development Board (HDB) rental flats, who have little or no family support.

Since being diagnosed with a nerve condition in 2020, Seow has been grappling with health issues, particularly difficulty walking. For him, prioritising his health is more important than being drawn to technology.

Seow does not feel like he is missing out, because from his point of view, his health has not improved.

His perspective sheds light on a deeper issue shared by other interviewees: not everyone sees technology as a must-have.

Former tech editor and founder of Gloo PR firm, Oo Gin Lee, highlighted the distinction between "essential" and "non-essential" tech apps and services.

Oo categorised non-essential services, such as booking cinema tickets or purchasing items from online shopping platforms, as optional and not essential for daily life.

Meanwhile, he said, essential apps and services are those involving a person's Central Provident Fund (CPF), public transportation fares, and income tax, for example.

"These are things people have to use to interface," he said, adding that such services impact individuals across all income brackets.

Oo also gave other examples, such as banking apps and health monitoring apps, labelling these as having an essential role in daily life.

He also noted that individuals with lower income and fewer resources tend to prioritise day-to-day necessities over non-essential apps.

"When people see the value of using the tech, only then will they adopt it," he pointed out. "Sometimes, it takes time for people to understand the value."

Fear of embracing new tech

Fears surrounding the adoption of newer technology are also not uncommon among lower-income households.

Karen Wee, the executive director of Lions Befrienders (LB) Service Association, a social service agency, highlighted the importance of overcoming the fear of technology for many in this demographic. Such fears included insecurity, fear of loneliness or abandonment, and the fear of not being able to read or write.

These fears are particularly prevalent among the older generation, where "80 per cent of those in rental homes have low or no education", according to Wee.

She also said simplifying technology and ensuring it is accessible to everyone is important to address these concerns.

Initiatives, such as LB Virtual Befriending, aim to bridge this gap by providing an experience akin to watching TV, but with interactive features that foster connection. During regular sessions, seniors are paired with volunteers for hour-long interactions through video conferencing platforms.

Nellie Wee stands as a living testament to LB's efforts. Despite being 84 years old, she has remained an active member of the LB active ageing centre at Block 32 Bendemeer Road for over a year.

Engaging in programmes tailored to help seniors navigate tablets and digital platforms, Nellie finds joy and companionship through her iPad. She immerses herself daily in various activities, including listening to music.

Residing in a rental flat in Bendemeer, Nellie spoke of her enthusiasm for lifelong learning and staying engaged. She told Yahoo, "I find it quite interesting to learn something new and keep myself busy. Otherwise, I will be lonely at home."

Beyond access to technology, Karen Wee stresses that training and support are equally important to enable individuals to fully tap into these resources.

There is a need to understand the psychological barriers and to build trust among these individuals, Wee said, adding that trust is not established overnight and has to be built through genuine connections and sustained support.

Making technology more accessible

The study also suggests that those with higher incomes have a more positive outlook on mobile apps and digital services than their lower-income counterparts.

Among respondents earning $12,000 or more, 61 per cent believe the pace of technology is just right. The study found that 83 per cent of this group see the benefits of learning and using new mobile apps as outweighing any potential challenges and disruptions.

Gloo PR's Oo also suggested a correlation between income levels and tech habits, saying, "People with more income will obviously be more motivated to look for better deals online because they have more money to spend."

Jenny, a 56-year-old tuition teacher with a household income exceeding $12,000, believes that mobile apps offer advantages, especially those for online shopping. She said that she spends an average of about $900 monthly on online purchases,

She said, "It took about a year (for me) to fully grasp how to use the mobile apps and understand their benefits. However, the learning curve was worth it. Now, navigating through the apps is a breeze.

"I used to enjoy visiting physical stores. However, with the number of e-commerce platforms available, it's easier to make purchases with a tap," she told Yahoo.

On the other hand, only 55 per cent of individuals with household incomes below $3,000 believe that the pace of technology is just right, and 48 per cent think that the benefits of embracing mobile apps and digital services outweigh the challenges and disruptions.

These disparities suggest a dual reality to Singapore's digital landscape: while technology offers benefits, its adoption is shaped by socioeconomic and individual circumstances, and bridging this divide requires not only access, but also targeted support and education.

As LB's Karen Wee says, "We have to overcome the mindset of fear of technology, making everything accessible."

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