Google has released a Year In Search report which observes changes in consumer behavior in Indonesia. This year's report shows that the average consumer is becoming more demanding and increasingly understanding what a brand means beyond price and convenience.
"It is very interesting to note that this year's report records many moments that can be used as deep contemplation," said Yolanda Sastra, Head of Ads Marketing, Google Indonesia.
"Brands must be sensitive to the situation that after a long pandemic and now faced with uncertain global economic conditions, many Indonesians ask Google a number of in-depth questions such as 'why are prices rising' (up 120% YoY) and 'what is inflation' ( up 50% YoY)," he said.
The report entitled Year in Search 2022: Look back to move your marketing forward is divided into three major themes, namely: Soul Searching, Cultural Identity, and Personal Identity. There are six main industry verticals highlighted, namely: Technology; Media and Entertainment; Beauty and Personal Care; Food and Drink; Transportation and Travel; and Finance.
The Year In Search 2022 report is based on Google Trends data (September 2021-September 2022, December 2021-December 2022) and the 2022 SEA e-Conomy report highlights a number of interesting trends, including:
Searches for 'remote work' (remote work) were up 60% YoY, while 42% of survey respondents said they would turn down a job if they could not work from home.
Searches for 'financial freedom' (financial freedom) increased 50% YoY, while searches for 'work life balance' (balance between work and personal life) increased 100% YoY.
Searches for 'side hustle' (side jobs) were up 50% YoY, while searches for 'hybrid learning' (hybrid learning) were up 200% YoY.
"Given what we've been through over the past few years, it's understandable that people are more reflective and thinking about the future. Moreover, with so many unexpected things happening, we can see in this report that they are trying to regain control of their lives and find ways -a new way to financial independence," said Yolanda.
As noted in last year's report, Indonesians are becoming more environmentally conscious. That trend continues in 2022, with:
Searches for 'electric vehicle' are up 80% YoY.
Searches for 'sustainability' are up 60% YoY.
Searches for 'carbon footprint' are up 50% YoY.
Searches for 'food waste' are up 40% YoY.
The report also shows that Indonesians are looking for affordable ways to pamper themselves:
Searches for 'Michelin star' restaurants are up 30% YoY.
Searches for 'massage nearby' up 70% YoY.
Search interest for 'Omakase' is up 100% YoY.
Search interest on 'glamping' is up 40% YoY.
Searches for 'dress up' increased 210% YoY.
Searches for 'formal attire for men' are up 50% YoY.
In 2022, the cashless trend will continue with:
Searches for 'digital wallet' are up 20% YoY and 'digital banking' are up 30% YoY.
Searches for 'ewallet' skyrocketed 190% YoY.
Searches for 'QRIS' increased 140% YoY.