Five key trends shaping how Pakistanis search on Google
Searches for ‘super food’ are up by a whopping 767% and ‘HIIT’ by 600%
PHOTO: Reuters
LAHORE:
Google LLC has released search insights for Pakistan brands, based on what Pakistan is searching online.
The company said that online search is one of the most important indicators of consumer intent in society these days and such insights are useful for all businesses that are looking for ways to engage with their audience online.
"Pakistanis and their smartphones are inseparable - always on the lookout for the best experiences and deals within their vicinity and at the same time seeking authoritative information during these trying times," said Faraz Azhar, Industry Head for South Asia, Google Asia Pacific during an online conversation on Wednesday.
"Our research found rising levels of consumer sophistication, interest in more sustainable products and services, and a move towards a healthier lifestyle as some of the biggest drivers of behavior in the last 12 months. Also, digital video continues to boom with local content on YouTube representing Pakistan’s favorite online destination", he added.
In the newly released report, Google outlined five key trends that are shaping how Pakistanis search as well as their curiosity about the impact of reduced human mobility on environment:
Increasingly sophisticated consumers
Consumers expect search to understand the intent behind what they need and deliver the best, most helpful answers. They want high-quality products that are available with a convenient digital experience. Four out of five Pakistani consumers research products online before a purchase, and they switch between online search and video. They also want quick access to products and services: 138% growth in ‘near me’ searches and 1.5X increase in same day delivery queries between 2018 to 2019. Fast delivery searches increased by 1300% and online grocery delivery searches increased by 300% when the pandemic began.
Towards sustainability and conscious consumption
A combination of the state of the world and an overall rise in awareness has seen the rise of the environmentally conscious consumer. Over a one year period these searches have risen sharply across Pakistan: electric cars by 1.5X, reusable by 1.3X, and climate change by 1.5X. Users were also curious about the visible impact on air quality and pollution levels, with searches for clear skies increasing by 300%; clean air by 225%; and clear water by 217%.
Digital video continues to boom
Video streaming and sharing platforms are where Pakistanis get their fix of information, entertainment, news, and sports. The primary drivers are a combination of affordable data combined with the proliferation of devices and now platforms. Seven out of ten Pakistanis use YouTube every month, with searches related to ‘with me’ increasing 150%, and ‘village food secrets’ by 168%.
The healthy lifestyle choice
While Pakistan has a rich and diverse culinary tradition; there has been a rise in searches for alternate diets and meal plans predicated around well-being. Searches for ‘daily exercise’ are up 1.6X. Searches for ‘vegetarian cuisine’, ‘healthy supplements’ and “intermittent fasting” have raised by 1.5X. Meanwhile searches for ‘super food’ are up by a whopping 767% and ‘HIIT’ by 600%.
COVID-19 implications
With COVID-19 restricting the movement of people outdoors, Pakistanis have started looking for ways to start (or continue) their usual physical routines indoors with ‘HIIT workout’ YouTube searches growing by 600%, ‘gym at home’ by 125%, and ‘home workouts’ by 80%. With more people confined indoors, interest in mental health and well-being has also become an important factor for Pakistanis, with a surge in searches for ‘meditation’ (+56%) in March this year.
Google LLC has released search insights for Pakistan brands, based on what Pakistan is searching online.
The company said that online search is one of the most important indicators of consumer intent in society these days and such insights are useful for all businesses that are looking for ways to engage with their audience online.
"Pakistanis and their smartphones are inseparable - always on the lookout for the best experiences and deals within their vicinity and at the same time seeking authoritative information during these trying times," said Faraz Azhar, Industry Head for South Asia, Google Asia Pacific during an online conversation on Wednesday.
"Our research found rising levels of consumer sophistication, interest in more sustainable products and services, and a move towards a healthier lifestyle as some of the biggest drivers of behavior in the last 12 months. Also, digital video continues to boom with local content on YouTube representing Pakistan’s favorite online destination", he added.
In the newly released report, Google outlined five key trends that are shaping how Pakistanis search as well as their curiosity about the impact of reduced human mobility on environment:
Increasingly sophisticated consumers
Consumers expect search to understand the intent behind what they need and deliver the best, most helpful answers. They want high-quality products that are available with a convenient digital experience. Four out of five Pakistani consumers research products online before a purchase, and they switch between online search and video. They also want quick access to products and services: 138% growth in ‘near me’ searches and 1.5X increase in same day delivery queries between 2018 to 2019. Fast delivery searches increased by 1300% and online grocery delivery searches increased by 300% when the pandemic began.
Towards sustainability and conscious consumption
A combination of the state of the world and an overall rise in awareness has seen the rise of the environmentally conscious consumer. Over a one year period these searches have risen sharply across Pakistan: electric cars by 1.5X, reusable by 1.3X, and climate change by 1.5X. Users were also curious about the visible impact on air quality and pollution levels, with searches for clear skies increasing by 300%; clean air by 225%; and clear water by 217%.
Digital video continues to boom
Video streaming and sharing platforms are where Pakistanis get their fix of information, entertainment, news, and sports. The primary drivers are a combination of affordable data combined with the proliferation of devices and now platforms. Seven out of ten Pakistanis use YouTube every month, with searches related to ‘with me’ increasing 150%, and ‘village food secrets’ by 168%.
The healthy lifestyle choice
While Pakistan has a rich and diverse culinary tradition; there has been a rise in searches for alternate diets and meal plans predicated around well-being. Searches for ‘daily exercise’ are up 1.6X. Searches for ‘vegetarian cuisine’, ‘healthy supplements’ and “intermittent fasting” have raised by 1.5X. Meanwhile searches for ‘super food’ are up by a whopping 767% and ‘HIIT’ by 600%.
COVID-19 implications
With COVID-19 restricting the movement of people outdoors, Pakistanis have started looking for ways to start (or continue) their usual physical routines indoors with ‘HIIT workout’ YouTube searches growing by 600%, ‘gym at home’ by 125%, and ‘home workouts’ by 80%. With more people confined indoors, interest in mental health and well-being has also become an important factor for Pakistanis, with a surge in searches for ‘meditation’ (+56%) in March this year.