Google shares insights into consumer search behavior in Year in Search 2021 report to create business growth opportunities for brands and businesses in 2022
Search interest in “work from hotel” grew by 1,600% and “cryptocurrency” increased by 263%.
Google Thailand shared insights into consumer search behavior in Year in Search 2021 – Thailand report to create business growth opportunities for brands and businesses in 2022. Since the start of the COVID-19 pandemic, people have adapted to the idea of constant uncertainties. 2020 saw more people adopting digital than ever before. Also, 2021 showed that consumer behaviors completely changed in many aspects including a blended way of living, shopping, work, finance, and fact-checking. As digital becomes part of their daily lives, people are good at making use of internet access to get information they need to help them make better decisions.
Saranee Boonritthongchai, Head of Marketing, Google Thailand said, “There are more ways than ever to find information nowadays, so Google is proud that millions of Thais continue to use Google Search to make sense of all the information. As consumers looked to build their consideration sets online, brands and businesses can also play an important role in supporting consumers through their decision making journey. In fact, 90% of Thai consumers would purchase products from a brand that provided helpful information when they were exploring options. In 2021, we saw a 30% increase in search interest in “ยี่ห้อไหนดี” (which brand to buy). Searches like these offer a unique insight into what people really care about. It helps brands and businesses to understand customers and their changing habits and needs. These insights can also be used as guidelines for planning this year’s business strategies”.
The Year in Search 2021 – Thailand report identified 5 main consumer trends as follows:
Digital Mainstreamed
2021 showed the staying power of digital. Consumers across Thailand are adopting a digital-led lifestyle. Search interest in “ขายอะไรออนไลน์” (what to sell online) increased by 44% while search interest related to “โค้ดลูกค้าใหม่” (new user code) grew by 50%. Furthermore, Mega Sale Days have become more popular in Thailand. Although 11.11 remains the biggest, Thai shoppers are increasingly interested in other double-digit sales as search interest in “6.6+ 7.7+ 8.8” grew by 110%. In addition, shoppers are looking for free and reliable delivery, with Thailand seeing over 60% growth in search interest in “จัดส่งฟรี” (free delivery). Search interest in “หาหมอออนไลน์” (see doctor online) also grew by more than 122%.
Lives Reexamined
In 2021, the COVID-19 pandemic led people to a sense of introspection and a reevaluation of their values and lifestyle choices. They looked for more comfort and ease in their lives and shifted their focus to the things that matter most to them. As a sign of acceptance of a blended life in 2021, people are no longer making changes to their workplace. Instead, they are choosing the place from where they work, with 1,600% growth in search interest in “work from hotel”. People are also changing the way they look at their finances. They seek out ways to educate themselves on financial topics and are curious about new types of investment as search interest in “cryptocurrency” grew by 263%. People also focus on healthcare and wellness of themselves and those around them. Searches for “Vitamin D”, in particular, grew by 87%.
Bridging Distances
The pandemic kept countless people physically apart, and consumers quickly found ways to adapt. In 2021, we saw the sense of separation deepen. As a result, consumers moved beyond finding brief moments of connection, to finding new ways to express themselves and nurture deeper, more ongoing relationships, both online and offline. People across Thailand are making use of technology for personal connection and expression of affection. Search interest in “คำอวยพรวันครบรอบ” (anniversary greeting) and “ส่งของขวัญ” (send gifts) went up by 210% and 69%, respectively. Furthermore, technology enables people to connect in many different ways. Searches for “เล่มเกมออนไลน์กับแฟน” (play online games with your boyfriend/girlfriend) grew by 250% while search interest in “สั่งให้เพื่อน” (order for friends) grew by 100%.
Truth Seekers
The report reveals that consumers are more careful and thorough when making decisions. They are also more proactive about finding trustworthy sources, using Search to fact-check claims, scrutinize brand values, and ensure the authenticity of the brands they choose to engage with. This includes fact-checking, fighting fraud, and protecting privacy. We saw such a change of consumer habits as search interest in topics related to “fake news” grew by 200%, while search interest in topics related to “personal data” has grown by 143% over the past two years. Also, as consumers demand reassurance, search interest in “เชื่อถือได้ไหม” (is it credible?) grew by 72%.
Growing Inequalities
People rely more and more on the internet, whether they are existing internet users or newcomers with more basic needs. Consumers are searching for ways to overcome the challenges they face. For example, they try to find access to stable and affordable internet, with search interest in “เน็ตฟรี” (free internet) and “5G” growing by 35% and 235%, respectively. There is also a need for financial support, especially amid the COVID-19 crisis when many people have been pushed into unemployment, and they turn to the internet for help to make ends meet. Search interest in “สินเชื่อเงินด่วน” (quick cash loan) and “หางานใกล้ฉัน” (jobs near me) grew by 59% and 125%, respectively.
For more information, please check out the full report at g.co/YearInSearchThailand.
