Year in Search 2022: Hong Kong search trends

365 days. Billions of searches. And three consumer trends that will shape your life and year ahead.

The Year in Search 2022 report uncovers what lies beneath our collective consciousness and how it moves us all to act. From understanding our place in the world to redefining value and looking for joy, we’re turning to Search to answer our questions big and small in uncertain times.

Learn what matters most to us in Hong Kong, and how the insights can help you move your marketing forward in 2023.

Theme 1: Soul searching. A woman with a phone in one hand practicing gong meditation.

We’re searching for who we are and who we can be, without being limited by factors such as societal and workplace expectations. As a result, our cultural, personal, and professional identities are evolving.

For one, there’s a dynamic relationship between our cultural identity as global citizens and devoted denizens. We’re looking for deep connections with global cultures through music and food, but we’re also searching for local culture and traditions.

We’re embracing our diverse individualities and personal brand too, whether it’s identifying as a plus-size person or champion of gender equality, or both.

+40% YOY in search interest in “lgbtq”. +20% YOY in search interest in “mental health”.

And we’re defining professional fulfillment on our own terms. This includes finding work arrangements that meet our mental health needs.

Theme 2: Value hunting. A middle-aged woman uses her phone at home to help her make purchase decisions.

As inflation rises, we are trying to make sense of the reasons and reassess the cost of things. But we’re not only looking at the sticker price.

We’re focused on what we consider to be of greatest value — trust. Where it might’ve once been a factor that influenced our purchase decisions, it’s now the tipping point in our calculations.

We’re searching for clear indications of whether a brand provides quality service and reliable products. And we’re looking for the one that offers the best deal overall rather than the cheapest price.

+60% YOY search interest in “cp 值” (value for money). +20% YOY increase in search interest in “隱世” (hidden gem).

Along the way, we’re discovering an unexpected alliance: purchases which support sustainability can actually help us be savvier about our spending, such as hybrid cars, which provide a hedge against high petrol prices.

Theme 3: Finding joy. A man with a pink shirt sitting cross-legged in front of a gray sofa, folding his laundry on a carpeted floor.

Enjoying life to its fullest is another way we’ve embraced uncertainty as the norm. Rather than let the possibility of disruption put the brakes on our lifestyle and pursuits, we’re finding our own ways of making hay while the sun shines.

One approach: going for the little luxuries and enjoying cheap thrills. We’re saying “yes” to long-awaited holidays overseas, even if it means fulfilling detailed immigration checklists. And we’re indulging in affordable treats, including parties and celebrations.

YOY increase in search interest in “party dress” +50% and “new hotels” +130%.

We’ve also merged our online and offline lives to get the most out of any moment. For instance, we’re turning to digital services like electronic payments to simplify offline activities such as in-store purchases. And we’re using online services like instant delivery to free up time for offline activities, especially those best enjoyed in-person, such as live concerts and fine-dining experiences.

These three consumer trends show what’s top of mind for us in Hong Kong and how your brand can meet us in our need as we search for value, trust, and ways to live life to its fullest amid uncertainty.

To learn how you can tap into the trends, come up with a winning marketing strategy for 2023, and unlock growth with Search and marketing innovations, download the full Year in Search 2022: Hong Kong report below.