How your customers' lives have changed

Find out the recent consumer trends that look set to stick.

All the time we have spent at home made people think

about the life

they want.

new life they envisage.

Many are making big decisions

to help them achieve the

As well as rethinking where they live, more people are looking to

take on

a different job.

have been steadily rising.

Searches for

2020

2021

More people looked for answers

to the question:

There is increasing interest in flexible working and making a difference in others’ lives.

With a new perspective

comes a new way of viewing work.

jumped in 2020 and still remain higher than a couple of years ago.

Searches for

saw a sharp rise between 2020 and 2021 and continues to stay above previous years.

Health, gaming, and even passive income are key activities seeing continually rising search interest.

Flexible working is freeing people up to carve out time for their true and new passions.

Between 2020 and 2021, searches have increased for:

Gaming-related searches are significantly increasing.

As we live and

work more flexibly,

the lines between weekdays and weekends blur.

Look at Thursday: once just a normal day in the working week, it’s fast-becoming a key day to tackle life admin that has traditionally been done on the weekend.

Searches on Thursdays have risen for:

+80%

+47%

has grown on Thursdays.

Over 50%

In this new world, searches are becoming more specific, showing how much more thought is being put into purchases.

Research modifiers are increasing, meaning that searches are getting more specific:

Raising self-awareness and self-reliance before a purchase or action is increasing.

Searches that increased in popularity between 2020 and 2021 included:

should I...

Consumers are

asking about everything—even

the small questions.

+500%

Between 2020 and 2021, top

question starters included:

how to...

+20%

Between 2020 and 2021, top

question starters included:

should I...

But they also want answers to the big topics of the day.

+300%

is one of the biggest questions asked today.

People are researching sustainability terms far more often, with “sustainability” and “used” searches continuing to be higher than in previous years.

Priorities have shifted and people are now more thoughtful in everything—asking more of themselves, of life, of experiences, and of brands.

People view the world with fresh eyes.

Pair broad match together with Smart Bidding to show up for all users with search intent related to your business.

Keep pace with

rapidly-changing consumer behaviour

Supercharge your search ads

Combine automated tools with behavioural science to navigate the complexity of the consumer purchase journey.

Put insights at the centre of your strategy

Use the Insights page to track current and upcoming interest in the products or services most relevant to your business.