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Share on X71% of Singapore Consumers Say Online Advertising Makes Holiday Shopping Easier as Mobile and AI Shape Discovery: Integral Ad Science (IAS)
Mobile remains the dominant holiday shopping device at 71%, while shifts across social, video, e-commerce and AI-assisted discovery point to an evolving digital consumer journey.
Singapore’s holiday shopping journey remains firmly digital and mobile-first, while planned increases in digital channel usage have moderated year-on-year, according to new research from Integral Ad Science (IAS).
IAS’s Holiday Shopping Singapore 2026 Report finds that 70% of consumers plan to do most or all of their holiday shopping online, compared with 76% in 2025, while mobile remains firmly established as the primary shopping device at 71% in both 2025 and 2026. At the same time, 81% plan to maintain or increase their holiday shopping budgets this year.
At the same time, patterns of digital-channel usage are evolving. 55% plan to increase their use of social media, compared with 61% in 2025; e-commerce and retail sites move from 64% to 55%; and video from 47% to 40%. AI remains part of the discovery mix, although openness to AI-assisted shopping shifts from 74% to 67%, while planned use of AI for product and gift research moves from 27% to 22%.
As audiences move between social, video, commerce and emerging AI-powered touchpoints, reach alone is not enough. Media quality, contextual relevance, and consistent measurement can help advertisers make their digital investments work harder and create stronger conditions for performance.
“Singapore’s holiday shopping journey remains firmly mobile-led, but the way consumers discover and research products continues to evolve across commerce, social, video and emerging AI-powered experiences. For marketers, this makes relevance and context increasingly important. As consumers move across more digital touchpoints, contextual intelligence can help brands align advertising with the content and moments that matter, while brand safety and suitability help ensure those interactions happen in appropriate environments. The opportunity this holiday season is to pair reach with media quality, helping marketers reduce wasted media spend and make every impression count,” said Megan Reichelt, Country Manager, Southeast Asia, Integral Ad Science.
Key findings from the Holiday Shopping 2026 Report:
1. Mobile remains the anchor of the holiday shopping journey
2. Change in marketing mix year on year
3. AI remains part of discovery as adoption indicators evolve
4. Online advertising remains an important discovery tool
5. Value remains central as spending intent holds firm
About the research
The 2026 IAS study surveyed 509 Singapore consumers in September 2026 about their holiday shopping plans, digital behaviour and perceptions of online advertising. The 2025 study surveyed 500 Singapore consumers in July 2025. Year-on-year comparisons are directional and reflect the responses captured in each respective study.
