Scroll down
Scroll down
Scroll down
Scroll down
Scroll down
Look back to move your marketing forward
Scroll down
Or scroll down to get the full report
If 2020 saw millions of consumers migrate online for lack of options, 2021 showed the staying power of digital. From shopping to services, new users who may have begun their online journeys due to necessity are proactively deepening their usage. Speed, convenience, and price are just a few of the reasons more consumers are now choosing digital-first lifestyles.
Following the sudden disruptions of the pandemic, people emerged in 2021 with a realization that some changes weren’t temporary after all. This prompted a sense of introspection and a reevaluation of their values and lifestyle choices. As a result, they looked for more comfort and ease in their lives, and shifted their focus to the things that matter most to them.
The pandemic kept countless people physically apart, and consumers quickly found ways to adapt. But 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 on and offline.
With online misinformation and data breaches on the rise, consumers are more skeptical than ever. Wary of being misled and savvier about their choices, they’re also more proactive about finding trustworthy sources, using search to fact-check claims, scrutinize brand values, and ensure authenticity from the brands they choose to engage with.
While everyone’s way of life has undoubtedly shifted this past year, the pandemic didn’t affect everyone the same way. It not only exposed existing inequalities, but accelerated them – and people are turning to the internet for help. From existing users with fresh financial woes to newcomers with unmet basic needs, consumers are searching for ways to overcome the challenges they face.
As new users come online, businesses are evolving to meet them there. Growing searches show businesses interested in digital strategies and inventory management, while online shoppers are looking to be rewarded for their brand choices.
Search interest related to new user grew by up to 55% in the Philippines, Indonesia, and Pakistan, including, for example, "Lazada new user," "kode promo tokopedia pengguna baru" (Tokopedia new user promo code), and "daraz new user voucher."
Across countries like Malaysia, Philippines, Indonesia, Pakistan, and South Korea, we see people researching how to get their products online with search interest in seller center or merchant center growing by up to 95%. In India, search interest in "sell online" was 10% higher than last year.
Today, almost half of APAC consumers see no reason to go in-store if they can buy what they need online. Shoppers are still using digital as a helpful tool for decision making, but are also reluctant to endure downsides like delivery waiting times and costs.
In Japan, we see 80% growth in search interest in セール いつ (when is XX brand’s sale) as people do more online research to find out when their favorite brands are holding sales.
Search interest in same day delivery in Australia, New Zealand, Malaysia, the Philippines, and India has grown by up to 70%, as consumers seek to replicate the instant gratification of in-store shopping that they are used to.
People are using technology more in their day-to-day lives and experimenting with new digital services like contactless payments. While digital wallets may have been adopted as a contact-free payment method during the pandemic, their ease and convenience are converting consumers for good.
Search interest in digital wallet, "e-wallet," or "digital payment" has grown by up to 170% in Malaysia, Australia, Indonesia, Pakistan, and Singapore. While relatively smaller in volume, growth for this topic is also seen in both New Zealand and South Korea.
We see more than 80% growth in searches indicating a shift to virtual health services, such as online appointment (Philippines), "virtual consultations" (Singapore), and "online doctor consultations" (India and Taiwan).
In 2021, searches for digital formats continue to gain momentum as APAC consumers entertain themselves online, from streaming on connected TV to opting for on-the-go content like podcasts and audiobooks.
YouTube search interest in streaming increased by up to 70% in the Philippines, Australia, Malaysia, South Korea, New Zealand, and Sri Lanka.
YouTube search interest in podcasts grew by more than 145% on average across India, Indonesia, the Philippines, Malaysia, Singapore, and Taiwan.
These are just a few of the insights we've gathered on how people used Search differently in the past year. Explore this theme and what it means for your brand in our full report
We see people changing the way they look at their finances. While some looked for ways to put their savings to work through investments, others searched for deals, discounts, and ways to stretch their dollar.
Pakistan, the Philippines, New Zealand, and Singapore saw more than 20% growth in search interest in investments, including "recommendations for small investments." In Vietnam, rural areas are driving a similar increase, including "chứng khoán là gì" (what is stock).
Searches for deals, discounts, and coupons have seen growth across APAC, with the highest growth of more than 110% coming from India, Singapore, Malaysia, Indonesia, and Vietnam.
In 2021, people in APAC placed more value on spending time with their families, even seeing it as more important than being financially secure or successful. This is seen in searches, with consumers looking for moments of quality time with loved ones.
The Philippines saw 110% growth in interest in terms that include with family, such as "quality time with family." In Australia and New Zealand, search interest in "things to do with kids near me" grew by more than 70%, and Indonesia saw a rise in search interest in "waktu berkualitas" (quality time).
Countries like South Korea, India, Australia, Singapore, Hong Kong, New Zealand, and Taiwan have seen more than 35% growth in search interest in pet-friendly as people seek to have their furry family members join them on their staycations.
Consumers today view wellness through a broader lens, valuing physical, emotional, and mental health. As people reevaluate their lifestyle choices, we see consideration for holistic wellness playing a bigger role in their decision-making processes.
Evidence of the Great Resignation is emerging in APAC. Search interest in resignation letter has grown by more than 25% in Australia and New Zealand, and is also on the rise in India, South Korea, and Pakistan.
There has been up to 70% growth in search interest related to self-care, such as self-care tips and "self-care plan" across APAC.
We see search interest in personality tests and "myers-briggs" growing by up to 170%, as people across APAC seek to understand themselves better.
These are just a few of the insights we've gathered on how people used Search differently in the past year. Explore this theme and what it means for your brand in our full report
Love languages are keeping up with the changing times, with people searching for ways to show affection without in-person interactions – especially gift-giving. In 2021, half of the online population in APAC bought a gift for someone online, more than any other region in the world.
Many people are turning to Search for inspiration on celebratory wishes for loved ones. In Australia, Vietnam, Thailand, and the Philippines, search interest in such topics as sinh nhật cho (birthday wishes for) and "คํา อวยพร วัน ครบ รอบ" (anniversary greetings) has grown by up to 100%.
Gifting has become more important during lockdown, with interest rising across multiple markets by up to 40% for topics like snack gift box in Indonesia, "farewell gifts" in Singapore, and "オンライン ギフト" (online gift) in Japan.
Technology is enabling people to connect in innovative ways, sparking interest in virtual versions of activities such as group meals, escape rooms, and concerts.
We see 390% growth in search interest in group order in the Philippines as Filipinos look for ways to share meals together, even while apart (supported by food service brands offering "send to many" and "multi-delivery" services).
We see up to 520% growth in people searching for the online equivalent of offline experiences, including virtual concert in Singapore, "virtual tour" in the Philippines, "virtual race" in Malaysia, "virtual escape rooms" in Australia, and "オンライン コンサート" (online concert) in Japan.
These are just a few of the insights we've gathered on how people used Search differently in the past year. Explore this theme and what it means for your brand in our full report
Searches show consumers increasingly concerned about misinformation and privacy, especially compared to pre-COVID times. In 2021, 87% of APAC consumers say it is now more important to find a trusted source of information, compared with before the pandemic.
Many APAC countries see an increase in search interest related to misinformation, fact-checking, and fake news, like is it true, "menyanggah" (debunk), "legit," and "fact check," with up to 140% growth coming from the Philippines, India, Japan, Thailand, and Indonesia.
As consumers focus more on personal ethics, they’re choosing brands that also share the same higher purpose. Searches continue to rise for topics like sustainability, while more than half of consumers have stopped buying products or services that have a negative impact on the world.
Interest in sustainability continues to rise in the region, with recycling growing by up to 25% in Hong Kong and South Korea, "カーボン ニュートラル" (carbon neutral) up more than 1950% in Japan, "biodegradable" up more than 15% in Indonesia, and search interest in "renewable resources" up by more 85% in the Philippines.
Ethical practices are increasingly important to consumers, with search interest in fairtrade growing by 15% in India, "cruelty-free" growing by up to 65% in New Zealand and Indonesia, and South Korea showing increasing concern for "멸종 위기 동물" (endangered animals) with 50% growth in searches.
Consumers today expect to be reassured along their shopping journeys. Authenticity on marketplaces is a key issue for shoppers, and we see increasing searches for delivery tracking and the ‘official store’ of popular brands.
There has been up to 80% growth in customers searching for a brand’s official store in countries like Pakistan, Vietnam, Malaysia, the Philippines, Indonesia, India, and Singapore.
These are just a few of the insights we've gathered on how people used Search differently in the past year. Explore this theme and what it means for your brand in our full report
Searches show the anxiety that consumers face when transacting in a foreign language. In fact, up to 40% of consumers won’t consider making a purchase unless they can access information in their local language.
Across APAC, we see up to 155% growth in searches for translations and foreign language help. The highest growth came from India, the Philippines, Vietnam, and Malaysia, with searches like english to malayalam, and "dịch tiếng anh thành tiếng việt" (translate English to Vietnamese).
As more needs are being fulfilled online, people are increasingly focused on ensuring that they have reliable and affordable internet access.
This year, we have seen continued momentum in searches testing internet speed and connectivity as more people come online. Search interest in internet speed check or "line speed test" grew by up to 60% in countries like Malaysia, India, Philippines, Taiwan, Vietnam, South Korea, Indonesia, Singapore, and Japan.
As APAC experiences high unemployment rates, consumers are searching for different ways to alleviate economic concerns. Whether it’s a business grant or a cash loan, people in APAC are looking for financial support to tide them over in an uncertain year.
Rising economic pressures have forced many people to look for ways to make money, with entrepreneurship-related searches like start own business, "micro business grant," and "earn money" seeing up to 175% growth in countries like the Philippines, Indonesia, and Hong Kong.
Australia, Singapore, and India have the highest concentration of searches in the world for bnpl (buy now, pay later). In Singapore and Malaysia, search interest in ‘"pay later"’ increased by up to 270%.
The APAC region is still lagging behind the global average when it comes to equal rights, but more people are becoming curious about inclusion and equity. Continuing from 2020, searches reveal this nascent stage of exploration and awareness.
In several APAC countries, searches related to discrimination grew by up to 60%, including "what is discrimination" in India, "コロナ 差別" (Corona discrimination) in Japan, "gender discrimination" in the Philippines, and "diskriminasi sosial adalah" (social discrimination meaning) in Indonesia.
These are just a few of the insights we've gathered on how people used Search differently in the past year. Explore this theme and what it means for your brand in our full report
