Google Malaysia shared insights into search behaviors of Malaysian consumers in the Year in Search 2022 – Malaysia report to help businesses keep up with changes in consumer behavior and guide 2023 marketing strategies. After three years of uncertainty, Malaysians are moving past merely coping or going with the flow. Malaysians are seeking out authentic, fulfilling ways of living, working, and being that suit them, and not simply what life serves up.
Fardina Fuad, Product Marketing Manager, Google Malaysia said “Millions of Malaysians use Google Search everyday to find information they are looking for. We have noticed changes in consumer behaviors as we analyze billions of searches every year to identify key trends. For the Year in Search 2022 – Malaysia report, we have identified three key insights about Malaysians to help brands and marketers strengthen their marketing strategies for 2023 and better prepare for what lies ahead.”
The Year in Search 2022 – Malaysia report identified three main consumer trends as follows:
Soul searching
Following on the heels of the Great Resignation and Great Exhaustion sweeping across the world, this has prompted Malaysians to focus more on their well-being and upskilling themselves to land better opportunities. As a result, search interest in “how to handle stress” grew by 100%, while search interest for “great resignation” and “negotiate salary” grew by 250% and 140% respectively. Beyond personal growth, Malaysians are embracing diversity with search interest in “how to be different” growing over 90% and search interest in “gender equality” rising by 50%. They have also expressed their desire to reconnect with their culture, with search interest for terms containing “local food” growing by over 90% while search interest in “kuda kepang” increased by 30%.
Value hunting
Amid rising inflation, Malaysians are reassessing what they consider to be of value and paying attention to economic trends and the increase in cost of living, as search interest in “apa itu inflasi” (what is inflation) grew by 220%. In addition, they are now making decisions more carefully, as searches for “best quality” are higher than those for “most affordable”. But beyond the sticker price, trust in a brand is another factor that consumers take into consideration, with search interest in “trusted brand” increasing by 30%. At the same time, with Malaysian consumers becoming more environmentally conscious, sustainability is beginning to show its value, as search interest in “net zero” rose by 110% and “recycling centre” grew by 90%.
Finding Joy
In the face of constant waves of disruption, people in Malaysia are realizing that they don’t want to put their lives on hold any longer. They are finding ways to treat themselves and looking to make up for lost time by revenge spending for the pent-up demand, leading to a 130% increase in search interest for “massage near me”, while search interest in “glamping” rose by 200%. Intent to travel on a budget has risen, as search interest for “cheap hotel” grew by 130% while search interest in “cheap flight” increased by 100%.
For more information, please check out the full report here.
