32% of Singaporeans prefer their phones to their partners, finds Prudential study of relationships

Prudential has released the latest instalment of a campaign that tries to get under the skin of human relationships.

Prudential study of relationships

The initiative is based on a study that reveals relationships under strain in Singapore, with 32% of Singaporeans preferring their smartphones to their partners, and 23% of adults being single – the highest proportion in Asia.

“Relationships are precious, protect them,” a video on the study reveals.

The study emerges eight months after Prudential launched a brand campaign around the idea of reconnecting with loved ones by attempting to stare them in the eyes.

The campaign came six months after Prudential hired a new CMO, Angela Hunter, who came in to replace 12-year veteran David Ng.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing