FILIPINOS connect with their identities, and seek value and joy in activities as consumers, so says the “Think With Google: Year in Search 2022” report released recently. “Filipinos are re-envisioning who they can be, on own terms as they also expect brands to better understand how needs have changed for the past three years due to unprecedented events including the pandemic,” says the report.
The annual report for marketers aims to help them uncover audience insights and trends drawn from analyses based on billions of Google searches. This year’s report is focused on how Filipinos were coping and adjusting as they are starting to move out of the shadows of the uncertainties of COVID-19.
“When life hands out lemons, Filipinos no longer just search for ways to make lemonade. Having weathered three years of disruptive changes, they’re seeking to live life on own terms and looking to be in control of identities, lifestyles, and what they value,” Gabby Roxas, Country Marketing Manager, Google Philippines and South Asia Frontier markets said.
From local traditions, to making global connections, and only consuming products and services Filipinos deem essential to lives, this was the year where people are looking to be most full and authentic selves.
The report forecast three consumer trends that will shape the year ahead: special interests, value and balance, and seeking joy.
Filipinos are looking for special interests—niche or otherwise—in order to find themselves and community online. This means the desire to be part of the global culture, but also seek uniquely Filipino traditions. While search interest in “ppop” (Philippine pop) grew by over 20 percent and queries for “japanese restaurant” at over 40 percent, Filipinos are also looking for locally-relevant trends as search interest in “Filipiniana” grew by over 130 percent. This dynamic duality points to the increasing complexity of identities as global citizens and proud denizens.
There is a move moving towards specificity—searches are now more refined as they become aware of distinctive identities and evolving sense of self. Searches for “plus size dress” in particular increased by over 40 percent as did “anti-aging cream” which grew by 20 percent and “glasses for face shape” increased by over 15 percent, to name a few.
Various searches for self-care are on the rise, along with embracing diverse lifestyles. Search interests that grew include mental health (over 20 percent), “anxiety meaning” (over 50 percent), “what is stress” (over 30 percent), “genderqueer” (over 40 percent), “solo parent”(over 80 percent), and “social equality” (over 50 percent).
During these times of early pandemic recovery and high inflation rates, there was a lot of searches about value and balance. This is reflected through searches about upskilling and striking out on own—search terms such as “hybrid learning” which grew by over 210 percent, “freelance” by over 40 percent, and “business idea” by 20 percent.
They are also now seeking greater economic literacy and are looking for information to increase financial and economic knowledge, from learning about the causes of rising prices to emerging investment trends, to making decisions that count. “Cryptocurrency” searches grew by over 350 percent, while “when to sell” and “when to buy” both grew by over 40 percent. Search terms around “Philippines inflation” increased by 110 percent, while “inflation” rose by over 90 percent. Concern about rising prices also translates to looking for more environmentally-friendly alternatives as searches for “sustainable energy” increased by 80 percent.
What these consumers want is value. For instance, people are being more pragmatic and are focusing on the essentials, with 40 percent of consumers making fewer impulse purchases and prioritizing needs over wants. In fact, search interest in ”which one” jumped by more than 160 percent, and “which is better” rose by over 20 percent. Meanwhile, search interest in “best deal“ grew by more than 40 percent.
Trust in a brand also plays a significant part in people’s calculations and perception of value. Search interest in terms containing “most recommended” grew by over 40 percent and “original product” leapt by more than 55 percent. Search for “customer reviews” also rose by over 35 percent.
The year 2022 is the time when Filipinos decided that it’s time to live lives once again—albeit more carefully. While uncertainty persists, they are no longer letting it stop them from living best lives, from booking long-awaited trips, dining out, going to live concerts, and more.
This is evident as search interest in “best buffets” climbed by over 130 percent and travel-related searches such as “staycation” jumped by over 25 percent, “cheapest flights” by over 320 percent, “affordable beach resort” by over 100 percent, and “passport requirements” by over 40 percent.
Beyond these, Filipinos are also leaning on digital services in bigger ways than ever before to make lives easier, and using the time they save to enjoy the offline experiences that matter to them.
People searching for “doctor anywhere” jumped by over 35 percent, “online multiplayer games with friends” grew by over 40 percent, “e-wallet” grew by over 55 percent, “dress up” rose by over 210 percent, “cinema philippines” grew by over 280 percent, and “concert tickets” grew by more than 165 percent.
These three consumer trends show what’s top of mind for Filipino consumers and how brands can address needs as they search for value, trust, and ways to live life to its fullest in this new reality.
“After analyzing search trends and data this year to help marketers uncover helpful insights, we saw how Filipinos used Google Search to stand ground amid sustained waves of uncertainty. With open minds, quick thinking, and digital savvy, they’re seeking out authentic, fulfilling ways of living, working, and being that suit them, and not simply going with what life serves up,” Roxas concluded.
