Google Malaysia has released an interesting report on search trends, which can really tell you what was going on back in 2020, even if you have just returned from your expedition to mars.
Due to the pandemic, Malaysians are adopting digital more than ever and we only see this trend further amplifying in 2021 and beyond.
As the country and world continue to evolve, the marketing landscape, too, must adapt alongside it. Uncertain times represent new opportunities that call for new learnings, deeper reflections, and greater inspirations.
The role of Search has never been more clear. As marketers, we pride ourselves on knowing our customers. Observing how people turn to Search offers a unique view of their changing habits and needs.
Here in this article, we are going to break it down into more than 100 easy-to-digest data points, organized by the following categories:
- Beauty, Health & Personal Care
- Food & Beverages
- Finance & Business
- Technology, Telecommunications & Productivity
Hopefully, there are meaningful takeaways to help you translate these insights into actions for your businesses.
Beauty, Health & Personal Care
20% YOY increase in searches for skincare (10% decline in searches for cosmetics)
50% growth in skincare for searches (oily skin, dry skin, combination skin, acne)
Specific skincare ingredients:
• 140% growth in searches for niacinamide
• 130% growth in searches for retinol
• 70% growth in searches for salicylic acid
• 30% growth in searches for ceramide
• 20% growth in searches for hyaluronic acid (HA)
30% increase in searches for serum
20% growth in searches related to exfoliation
20% increase in searches for double cleansing
130% surge in searches related to how to cut hair
60% jump in searches for hair tools
33% rise in searches for hair oils
20% increase in searches for hair dye
27x rise in searches for sanitation
21x rise in searches for cloth face mask
210% jump in searches for antiseptic products
150% surge in searches for antibacterial soaps
13x increase in searches for hand sanitizer
200% growth in searches for to boost immune system
30% growth in searches for vitamin
141% jump in searches for vaccine
6x increase in searches for e-health platforms
25% increase in searches for mental health
17% growth in searches for kemurungan (depression)
40% jump in searches for kaunseling rumah tangga (domestic counselling)
20% rise in searches for anxiety
Biking related:
• 250% growth in searches for bicycle exercise
• 160% growth in searches for bicycle helmet
Meditation related:
• 500% growth in searches for benefits of meditation
• 50% growth in searches for meditation music
Food & Beverages
3x increase in searches related to grocery delivery
Specific groceries:
• 70% growth in searches for flour
• 30% growth in searches for fresh milk
• 20% growth in searches for rice
• 20% growth in searches for sugar
16x growth in search volumes for food delivery services since 2016
30% rise in searches for food delivery promos
40% increase in searches for frying pan
30% rise in searches for kitchen utensils
30% increase in searches for recipe, a 5-year high
64% growth in searches for easy recipes
Local favourites:
• 170% growth in searches for resepi tauhu bergedil
• 90% growth in searches for resepi donut gebu
• 60% growth in searches for resepi ketayap
International favourites
• 2,600% growth in searches for resepi corndog
• 1,200% growth in searches for resepi burnt cheesecake
• 850% growth in searches for resepi oden
73% surge in searches for baking
50% increase in searches for freezers
37% rise in expiration date related searches
36% growth in searches for frozen food
Specific snacks:
• 30% growth in searches for ice cream
• 30% growth in searches for potato chips
• 30% growth in searches for cake
• 26% growth in searches for granola
Finance & Business
210% increase in searches for digital wallet
80% rise in searches for online bill
40% growth in searches for mobile banking
80% rise in searches for epf withdrawal
Investment-related:
• 100% growth in searches for stock
• 60% growth in searches for robo advisor
• 40% growth in searches for electronic trading platforms
• 40% growth in searches for gold
• 11x growth in searches for halal online investment
4x growth in YouTube watchtime of finance videos from April to June 2020
90% jump in searches for daftar ssm (SSM business registration)
30% growth in searches for bisnes online (online business)
67% increase in searches for how to start an online business
40% rise in searches for kerja online dari rumah (work from home)
15% growth in searches for digital marketing
50x increase in searches for government grants
280x increase in searches for moratorium
50% increase in searches for sme loan
42x growth in searches for bantuan sme (SME assistance)
Technology, Telecommunications & Productivity
60% increase in searches for internet speed
20% increase in searches for modem
30% rise in searches for unlimited data plan
10% growth in searches for home fibre
30% increase in searches for webcam
30% growth in searches for wireless keyboard
20% rise in searches for computer monitor
70% growth in searches for laptop for students
30% increase in searches for tablets
90% jump in searches for video call services and platforms
60% increase in searches on screencast
20% increase in searches related to productivity
50% rise in searches for drawing tablets
Mobile applications:
• 50% growth in searches for fitness apps
• 40% rise in searches for selected utility apps
• 20% increase in searches for apps
78% jump in YouTube searches for podcasts
150% spike in searches for online learning
24% increase in searches for buat sendiri (make yourself)
24% rise in searches for cara buat (how to make)
49% jump in searches for houseplant
52% increase in searches for cara tanam (how to plant chili, vegetables, onions, celery, mustard greens)
66% rise in searches for cat dinding (wall painting)
30% rise in YouTube searches for cara lukis (how to draw)
70% jump in searches for buat website (how to build a website)
7x growth in searches for digital learning
17x increase in searches for Google Classroom
2x rise in searches for contoh peta minda (mind map examples)
2.7x surge in searches for gamified educational tools
90% increase in searches for bookshop near me
50% growth in searches for ebook online
Product & appliances:
• 40% growth in searches for treadmill
• 30% growth in searches for smartwatch
• 30% growth in searches for robotic vacuum cleaner
• 30% growth in searches for refrigerator
• 30% growth in searches for gaming console
• 20% growth in searches for smart TV
2x increase in YouTube searches for lofi music
86% increase in searches for memes
31% rise in searches for online games
80% growth in searches for multiplayer video games
To read more, download the full report released by Google.
