Scandals, Sports, and Speeches: The Generational Split in Singapore’s News Interests
How we consume news is influenced by various factors, and one of the most significant is what age we happen to be. In our latest Media Monitor from SensingSG (Q32024), we explore the generational differences in interest in Singapore’s top stories, ranging from the younger generation’s selective engagement to the older population’s deep interest in both local and global affairs. The data paints a revealing picture of what matters most to different age groups, and gives us clues as to what captures their attention the most.
For Singaporeans under 35, news consumption is selective, with only 1-in-2 finding any recent stories worth their time in the past quarter. Their attention seems to gravitate toward global or highly visible events, rather than local, everyday developments. Among the hottest stories for this demographic, the fear of Mpox outbreaks topped the list, followed by the Trump-Kamala Harris presidential debate. International sports also made an appearance, with the 2024 Paris Olympics sparking interest. local politics, however, wasn’t entirely ignored, with PM Lawrence Wong’s first National Day Rally speech ranking among their top five, alongside discussions around the new Platform Workers law.
Notably, the Iswaran corruption trial didn’t even make the top 5 stories for young Singaporeans.
Together, this indicates a tendency among younger adults to stay engaged with a mix of global and national affairs, but perhaps prioritising stories with significant media coverage. As we have seen in past features of the Media Monitor, there is a discernible – and surprising – lack of youthful interest in local political scandal and drama.
The 35-50 age group showed most interest in stories with a direct impact on their lives. Unlike the younger demographic, this group placed PM Lawrence Wong’s first National Day Rally speech at the top, indicating a greater interest in national leadership and policies that could affect the country's future.
Concerns about the Mpox outbreak also ranked highly, alongside the 2024 Paris Olympics—showing that health and sports news are common interests across generations. However, this age group’s interest in local political and societal issues began to take precedence, with the Iswaran corruption trial being one of the top five hottest stories, alongside the Trump-Kamala Presidential debate.
Singaporeans above 50 are the most engaged in current affairs of all. This group demonstrates a broader range of interests, from national policy to international events. PM Lawrence Wong’s first National Day Rally speech and fears of the Mpox outbreak remained at the top, but were accompanied by stories reflecting broader concerns: the Iswaran Corruption trial, the proposed sale of NTUC Income to Allianz, and the impact of Typhoon Yagi on the region.
This highlights the older generation's broader worldview, with more attention given to regional geopolitical issues, economic changes, and natural disasters that affect neighbouring countries. As this group experiences Singapore’s growth and political evolution, they are invested in the long-term stability and welfare of the nation and the region.
Big Headlines Don't Always Dominate
One of the key insights from this data is that high-profile political scandals or controversies, while grabbing attention, don’t necessarily dominate the public’s interest across generations. Take the Iswaran corruption trial—despite being a historic event, it didn’t secure the top spot among any age group. This follows a trend we noticed last year, where a series of political scandals involving personal affairs failed to overwhelmingly captivate the nation.
This suggests that while Singaporeans are of course aware of such stories, there appears to be a collective preference for more constructive or personally-relatable news. Political controversies and scandals might draw momentary attention, but they don’t sustain long-term engagement. It could also point to a reluctance among the public to indulge in stories that tarnish the reputations of public servants or feel unnecessarily distasteful when set against Singapore’s proud reputation for political propriety.
Clear Generational Differences in News Habits
Our Media Monitor findings shed light on how different generations in Singapore approach news. Younger audiences are more selective, often leaning toward international and high-visibility events. Meanwhile, those in the middle age group focus more on stories with a direct impact on their lives, especially national policies and political developments. The older generation, however, remains highly engaged with both local and global issues, demonstrating a more comprehensive view of the world around them.
As we continue to analyse these trends, it’s clear that while political headlines and scandals may momentarily capture attention, they don’t command as much sustained interest as one might expect. Understanding these generational shifts is crucial for media platforms and communicators aiming to deliver news that resonates across different age groups.
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Blackbox Research is Southeast Asia’s leading market research agency, delivering decision intelligence on the pressing matters that matter most to the people of the region.
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