Google Search Report 2020

Looking back to move your marketing forward

What a year. One that raised more questions than answers. We all found
ourselves in the same storm but in different boats. We had to dig deep to
respond and to cope. However, through it all, each of us turned to Search to
find answers to questions, some of which we’d never had to ask before.
As marketers we pride ourselves in knowing our consumers. But in a year
where so much has changed, it has, at times, been a challenge to
differentiate the trend from the reaction. Which part of the change is
permanent and here to stay and which ones are only a necessity of the
pandemic? We need to reflect and even relearn what we thought we knew.
We realised we need to look back in order to move forward.
That’s why we turned to Search and set out to bring you the “what now?”
Observing how people turn to Search offers us a unique view into their
changing habits and needs; new worries and ambitions; and heightened
curiosities and expectations. With this report we share some ideas on how
you can translate these insights into actions for your business along with
some inspiring examples of brands that have successfully reinvented
themselves and reconnected emotionally and functionally with their
consumers. Together, we hope we can reflect and be better prepared for
what’s next.
From marketers to marketers.
From us to you.
Shaifali Nathan
Director, Ads Marketing, APAC

1Individual Matters
While COVID-19 became a
globally shared problem in 2020,
it also exposed a simple truth:
there is no universal human
experience. Search trends reveal
consumers are placing more
value on individual needs and
perspectives, even if they're
outside the norm.
3
Whole Selves
Lines are blurring in the roles people
play, and consumers are looking to
have more specific needs met at any
one time. As innovations in one
industry (on-demand taxis) can drive
expectations in another (on-demand
laundry), the burden is on brands, not
consumers, to keep up.
5
Future Proofing
In a year that nobody could have
predicted or planned for, there's
been a new wave of interest in
managing the things you can
control, future-proofing our lives
wherever possible and seeking
more assurance from brands to
ensure peace of mind.
Table of contents
YEAR IN SEARCH 2020 REPORT
2
Higher Purpose
As global crises test their values,
people are looking for ways to do
more for their communities and
the environment – and they
expect the same of brands.
TrendWatching notes that while
sustainability concerns aren't
new, consumers have shifted
from seeking eco-status to
avoiding eco-shame.
4
Sweet Relief
Happiness never goes out
of style, but amid the historic
challenges of the pandemic,
consumers especially welcome
brands that spark joy in their
lives and create a safe space
for them to take a break.

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Individual Matters
Trend 1

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1 Individual Matters
COVID-19 quickly became common to all nations,
and with it, a simple truth was reaffirmed: no two human
experiences are the same. Across 2020, Search trends reveal
that people are placing increasing importance on their
individual perspectives, even if they lie beyond social norms.
In APAC, there are 650 million persons
with disabilities - many more than any
other region of the world.1
Mental health
disorders are also on the rise in every
country.2
Add to that racial, gender,
sexuality, age, and socioeconomic
factors, and it’s no wonder half of all
online APAC consumers agree that
inclusivity is important to them.
1. Disabled People's Association
2. Lancet Commission on Global Mental Health

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The global pandemic has made
people’s diverging needs, habits,
and beliefs more apparent
than ever.
And it’s this unique set of
experiences that remind us
that our needs shouldn’t be
relative to the value society
places on them, but rather,
can be explored and defined
by and for ourselves.

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People are
confronting
societal stigmas,
and discreetly
educating
themselves on
how to handle
these issues, even
if the topics have
traditionally been
considered taboo.
CONFRONTING STIGMAS
Year-over-year (YoY) growth in searches
related to “body positivity”; for example,
“quotes against body shaming” (Philippines)
+35%
growth in mental health-related searches like
“how to take care of mental health”, “mental
health tips”, and “mental health test”.
Philippines, India, Singapore,
and Indonesia all saw over
+40%

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YoY growth in searches about gender
equality (Indonesia)
YoY growth in searches for “giảm stress”
(reduce stress) compared to flat growth
in the previous year (Vietnam)
YoY growth in searches for online
counselling compared to a 10% decline
the previous year (Pakistan)
CONFRONTING STIGMAS
+40%
+25%
+20%

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Regardless of whether mental health
is widely acknowledged in a country,
we observed a growth in searches
for mental health-related symptoms,
including early exploration of
the concept.
YoY growth in searches for “失眠”
(insomnia) compared to 10% decline the
previous year (Hong Kong)
YoY growth in searches for “asam lambung”
(gastric acid), a physical symptom related to
heartburn and ulcers often caused
by stress (Indonesia)
In Japan, “mental health” is searched for in
Katakana, a phonetic translation from the
English word, rather than Hiragana. This
implies that even though it may not yet be an
established concept in the native language,
people are still looking to understand what it
means. People are also looking up terms such
as “障害とは” (what is a disability?) related to
dissociative, sleeping and panic disorders.
CONFRONTING STIGMAS
+20% +50%

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+250%
YoY growth in searches for “what to say
to someone depressed” (Philippines)
As individuals
seek “self-help”
information, their
support systems
are showing up
for them. This
year in particular,
consideration for
others' needs
have seen a
steep rise.
YoY growth in searches for
“employing people with disabilities”
(Australia)
YoY growth in searches related to
disability etiquette (India)
CONSIDERING OTHERS
+250%
+2200%

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Takeaways for brands
“Increasingly aware that personality,
purpose and profit can be
compatible, consumers seek brand
relationships that go beyond the
superficial and transactional. They will
embrace brands with meaning and
character; that are open, honest,
sympathetic, and, most importantly,
stand for something.
- TrendWatching, on the consumer search for
human brands
Nods to diversity, equity, and inclusion aren't
enough. It takes empathy for the sheer variety of
situations consumers face and acknowledgement
of each individual consumer journey to create
both meaningful, and profitable connections.
In APAC, only 1 in 5 people feel
represented in the ads they see,3
presenting an opportunity for
brands to take action.
3. GlobalWebIndex, Wave Q3 2020

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To address systemic inequalities
and embed empathy into a brand’s
marketing strategy, consumers’
individual journeys need to be
considered (sometimes literally).
IKEA understands that because
of the unique distance, each
customer has to travel to get
to their store, the net impact
on wallets — and time — will
differ. Recognizing this inequality,
they introduced distance-based
pricing, allowing customers to
pay for their items using the time
spent getting to the store.
Edelweiss Insurance understood
that some drivers in India did not
use their vehicles as frequently
as others. To cater to this, they
introduced an option for customers
to switch their insurance “on” or “off”
via an app, saving on premiums
whenever they’re not on the road.

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Build inclusivity into
your brand – holistically
and from the get-go.
Malaysia’s Sunway Putra Mall hosts
Autsome, a weekly event to
support and drive awareness for
Autism Spectrum Disorder (ASD).
To make the shopping experience
more comfortable for the autism
community, the mall introduced
special facilities like a calm room
and sensory wall, and adjusts its
operations by lowering music
volume and dimming lights.
Sometimes, being inclusive
simply means catering to the
individual preferences of your
shoppers. South Korean
department store Lotte did this
by offering “Do not disturb”
badges to those who prefer
to shop undisturbed by
store assistants.

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Pay attention to tone
and timing – they matter.
The W hotel4
in Singapore recently
reshared a post of a same sex
couple staying at their hotel. By
amplifying a user-generated post
rather than creating their own
campaign, the W hotel was able to
land a more authentic message of
support to their guests.
Don't push taboos too soon (or risk
coming off as gimmicky), but show
your support by sensitively connecting
with audiences, when they're ready.
There are many ways to make sure
that inclusivity sits front and center of
a marketing strategy. Google’s chief
marketing officer shares how she
keeps inclusivity a priority across her
organization: 9 ways we’re changing
habits, so we can make more inclusive
marketing at Google.
4. Facebook / W Singapore - Sentosa Cove

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Make use of tools and
technology to engage large
audiences who have specific
and ever-evolving needs.
Tools like Google Trends
keep us up-to-date on
changing behaviors, so brands
can find the right fit with their
brand values and speak to
them genuinely.
15% of daily searches on Google
are new, making it difficult to
consistently show up as helpful and
understanding of customers’ needs.
Responsive Search Ads help adapt an
ad to more closely match potential
customers’ search terms, making it
much easier to serve relevant ad
messaging.

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Higher Purpose
Trend 2

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2 Higher Purpose
Environmental concerns are not new. But 2020 was a turning point that
featured some key attitude shifts towards protecting our planet. First,
APAC maintained its lead as the region that most expects brands to be
environmentally friendly. Then, confronted with their own personal
consumption habits during lockdowns, people have been reassessing
their impact on the environment, with 86% saying that they've become
more conscious due to the Coronavirus.5
The pandemic forced a global reset that is testing our
humanity and values. By giving us all a common purpose,
it has elevated the very idea of a company’s purpose —
shining a spotlight on the role businesses play in our
environment and our wider communities.
5. GlobalWebIndex, Sep 2020, PH, IN, CH, SG, NZ, JP, AU

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2 Higher Purpose
“When sustainable alternatives are widespread,
affordable, and just as good or better than the legacy
option, then eco-consumption becomes less about
the status of opting in, and more about the shame of
opting out. This change shift has led millions to seek
out products, services, and experiences that help
them ease their eco-shame.
- TrendWatching
People are also feeling a closer connection to their wider communities. According to GlobalWebIndex,
people across the region agree that “helping others before helping myself” is important, along with
“contributing to my community”.6
While the actions people take to help give back change from country to country, the common factor is
the spirit of helping others. Japan is searching for ways to support its healthcare workers, Koreans are
seeking volunteer opportunities, while people in Vietnam are looking for ways to donate old clothes to
needy communities.
Finally, there was the
inadvertent shift from
eco-status to eco-shame.

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2 Higher Purpose
YoY growth in searches for “環保口罩”
(eco-friendly masks) (Taiwan)
“reusable” compared to +30% in
previous year (Malaysia)
YoY growth in searches for “eco-friendly
packaging” compared to +55% in
previous year (Philippines)
While interest in
the environment
and giving back
to the community
were the top rising
trends across
APAC in 2020,
a surge in
lockdown-induced
new habits are
carrying us into
2021 and beyond.
ENVIRONMENTAL IMPACT
+1000%
+65%
+125%

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2 Higher Purpose
YoY growth in searches for “음식물 쓰레기”
(food waste) compared to +10% the previous
year (South Korea)
YoY growth in searches for “how to
recycle” compared to flat growth in the
previous year (India)
ENVIRONMENTAL IMPACT
+20% +25%

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2 Higher Purpose
Social distancing – and isolation,
in many cases – brought a
desire to connect to our wider
community by giving back.
“봉사 활동 찾기” (find volunteer
activities) over the past two
years (Korea)
“menyumbangkan” (donate)
compared to +15% in the previous
year (Indonesia)
COMMUNITY CONNECTIONS
+2000%
+150%

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2 Higher Purpose
WIP
“help someone”, compared to +10%
in the previous year (Philippines)
“local purchasing” (Australia)
“how to help” compared to flat
growth in the previous year (India)
P
COMMUNITY CONNECTIONS
+75%
+90%
+60%

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2 Higher Purpose
Expand the territories to make meaningful
connections, beyond traditional corporate social
responsibility. Meeting your consumers’ personal,
functional, and emotional needs should be a
given. Now, it's just as important to actively
support their communities and take actions to
integrate sustainability into a brand’s values.
When people find common ground with a company’s values, it’s more likely they will
be loyal to the brand. In contrast, the 2020 Zeno strength of purpose study found that
cancel culture is strongest in Asia, with consumers in Singapore (89%), Malaysia (91%),
and China (92%) more likely to no longer purchase from a brand they disagree with -
and even actively discourage others from doing so as well.

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2 Higher Purpose
Create new ways for consumers to connect with
the environment, and each other.
Go beyond your operational footprint and
actively invest in sustainability-centered
activations like Converse did with their City
Forests. This community project engages local
artists to create murals using photocatalytic
paint that helps clean the air. These air purifying
murals have been spotted in Jakarta, Sydney,
Bangkok, and Ho Chi Minh City.
Provide access to previously offline
communities through digital
solutions like Malaysia’s largest
online marketplace Mudah, who,
in the height of lockdowns, helped
their sellers pivot online so that
they could participate in the
first-ever digital Ramadan bazaar.
“As part of Mudah. my's ongoing
initiative to support local
SMBs, especially during the
difficult Covid-19 period, we
ran our first ever Digital Ramadan
e-bazaar campaign…
We managed to reach out to
1/3 of Malaysians.
- Andrew Pinto, CMO (Mudah), Group CMO
(Carousell Group)

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2 Higher Purpose
Embed community values into your
employee culture and day to day
operations. As a way to internally
match external environmentalist
initiatives, DBS created an on-site Food
Forest as a way for their employees to
have a hand at producing and
harvesting their own lunches.
Consider transparency as an experience.
As Trendwatching points out in their Future
of Work report, exposing internal initiatives to
your customer can be more compelling and
impactful than releasing a neatly crafted press
release. For example, Shiseido introduced
S/PARK, a content hub that offers its consumers
a transparent behind-the-scenes look into its
research and development process and
features interviews with their leadership.
Make your values and internal
practices externally visible
Be proactive about challenging old business
models and ways of working. Singapore Airlines
launched eco-friendly packaging to cut down
on packaging waste. It’s also swerved towards
sustainable food sourcing — a big step towards
minimizing its carbon footprint, now and in the
future.

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2 Higher Purpose
Connect with potential
customers in the nearby
community
Ensure you have a prominent online
presence so that your customers can
easily find you. Google My Business is
an easy-to-use tool that helps
businesses connect & interact with the
customers who are looking for their
products and services.
In APAC, 53% of online shoppers say
they’ll buy online even more frequently
post-pandemic.7
With millions
conducting shopping-related searches
on Google every day, brands have the
opportunity to list their products
(for free) on Listings.
Searches for “shopping near me” have grown 3X in the past three years,8
clearly indicating
that shoppers are turning to digital to find what they need, nearby. Brands can tap into the
opportunity by using local inventory ads to show nearby shoppers what’s available, in stock,
and how to get to the physical shop.
8. Google Trends, Worldwide, Shopping, 2019 vs 2016

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Whole Selves
Trend 3

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3 Whole Selves
Along with growing time pressures,
consumers are less tolerant of
suboptimal brand experiences.
As a result, a new consumer trend
has emerged, driven by the
expectation that brands will fit into
the lives of consumers, and not
the other way around.
People now expect brands to engage
with them as their “whole selves” rather
than just the part of their needs that
seem most profitable to their business.
Understanding that people are not just
“beauty consumers” but that their
preference for a vegan lifestyle might affect
their choice of cosmetics brands, and that
they’ll want more visibility into the testing
and production processes.
Consumer expectations continue to spiral
upward as innovations in one industry
(on-demand car-hailing) can start to drive
expectations in another (on-demand
groceries). The burden is on brands,
not consumers, to keep up.
Due to the pandemic, new circumstances such as
work from home and disrupted routines have
emerged. Suddenly, the lines that used to distinguish
the 9 to 5 manager at the office from the 5 to 7
parent at home have blurred.

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3 Whole Selves
“to do list” (Philippines)
YoY growth in searches for “아이 돌봄”
(childcare) compared to +10% in the
previous year (South Korea)
YoY growth in searches for “kids at home”
and related activities compared to flat
growth a year ago (Australia)
Many are struggling
to manage their
work and home
needs under one
roof, all the time.
As a result, people
are actively looking
for ways to optimize
their time while still
maintaining their
wellbeing, rendering
efficiency more
important than ever.
WORK-LIFE EFFICIENCY
+60%
+35%
+130%

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3 Whole Selves
“how to be productive”, compared
to +15% the previous year (India)
“ペアレンタルコントロール
” (parental
controls), compared to flat growth
the previous year (Japan)
WORK-LIFE EFFICIENCY
+80%
+45%

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3 Whole Selves
YoY growth in searches related to
“plant based meat” (Japan)
In the last year, Malaysia has seen an increase in
searches for halal versions of popular brands: 550%
growth for “toblerone halal”, 450% growth for
“ovaltine halal”, and “bischoff halal”
as a breakout term
YoY growth in searches for halal-related
searches (Vietnam)
for “plant based” searches in India,
including +550% increase in plant
based collagen and +140% in plant
based protein powder
Consumers are now expecting brands
to consider their personal beliefs and
preferences across a wider range of
products and services.
BELIEF-DRIVEN BUYING
+150%
+90% +550%
+30%

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3 Whole Selves
growth in searches for “translate
English to Hindi” (India)
in searches for “hey google”, showing a rise
in voice activated searches. (Philippines)
People are seeking out brands that truly
understand and speak to them. This means
less time spent translating information and
more time-consuming content in a format
that best suits their needs.
YoY growth in searches for “translate
English to Indonesian text” (Indonesia)
of top searches in the past year were in
non-English languages (key APAC markets)9
LOCAL LANGUAGE
+70% +90%
35% +120%
9. Google Trends, Nov. 1, 2019 - Oct. 31, 2020

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3 Whole Selves
Challenge your business to break down walls
and think beyond traditional industry
considerations. A wider understanding of human
needs means a wider business opportunity.
For example, the latest Can’t Read, Won’t Buy study from CSA revealed that 75%
of online shoppers prefer to buy products with information in their native language,
and as much as 40% of consumers won’t buy in another language. With this in mind, it’s
odd to think that 60% of the internet’s content is in English, while native English
speakers comprise only 5.4% of the global population.10
Another consideration is that by 2030, Asia is expected to be home to 59% of the
world’s Muslim population,11
representing a huge opportunity for local brands.
Alongside a growing population is a growing demand for a broader range of halal
products. The 2020 Global Islamic Economy report noted a 12% increase in Halal
certified products and over 200% growth in the halal chocolate, desserts, and ice
cream categories.12
The halal food industry alone is one of the world's fastest-growing
economic sectors valued at over $2.2 trillion.13
10. W3Tech, Usage statistics of content languages for websites
11. Pew Research Center, The future of the global muslim population
12, 13. Superfood Asia; 5 reasons to be part of the Halal food industry now

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3 Whole Selves
“
It was 17% higher in
Hong Kong and Taiwan
and as much as 34% in
Indonesia, highlighting
how important it is for
businesses to challenge
digital norms
-Sebastiaan Burgmans, Director,
SMB Ads Marketing, Google APAC
Speak to your customers like a local.
Offering voice-based solutions is another helpful way to engage with existing customers,
as well as attract new ones. 43% of consumers said that they would buy a product or service
from a company that they have not heard of if it was recommended by a voice-based
assistant.14
In a world with increased demand for touchless solutions, voice technology has
now become a key strategic consideration.
Flipkart, India’s largest online marketplace, launched a voice assistant service so that
shoppers who were not at ease with the written word, or the English language, could
engage with the brand verbally and in the vernacular.
Within Google marketing,
even when users are on English
language browsers,
click-through rates are
consistently higher when local
language ad copy is used.
14. Cognizant, Algorithms Over Brands

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3 Whole Selves
Rethink your
business boundaries.
Challenging traditional
industry models will
help you uncover new
business opportunities.
During the lockdown, Muji redefined
the concept of “window shopping” by
converting an unused sightseeing bus
into a mobile store. This allowed
customers who live in Japan’s
mountainous regions to have easier
access to the Muji in-store experience.
Hyundai’s luxury-tier brand, Genesis,
challenged the idea of a traditional
showroom by launching “Genesis
Concierge”, a service that brings test
drives and other showroom services
directly to customers' homes.

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3 Whole Selves
Fit into their world
Adjust your business and marketing solutions to fit into
your consumers’ lives and needs either through your
communication strategy or actual product solutions.
“
My father didn’t tell me how to advertise,
but I could see him watching only customized content.
We are living in an age of hyper-personalization.
- David (Eun Hyuk) Jung, J&J Korea Group Brand Manager
To encourage a new pre-bedtime routine, J&J Listerine in Korea created video ads with
messaging that changed according to the time the video was aired.
Decathlon used Search behavior
insights and Director Mix to
automatically create over a 100
different versions of their original
video. This allowed them to
automate customization at scale,
showing the most relevant YouTube
video based on the search history of
the viewer.

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3 Whole Selves
Nestle knew that users were
increasingly toggling between search
and online video during the product
research phase, so they ran Trueview
for action ads and Discovery ads
alongside Search campaigns to meet
consumers where they are. Nestle
showed up across YouTube, Gmail, and
Discovery ads, achieving a 28% higher
conversion rate.
Make it easy
More time online means less
patience for digital mistakes
With various levels of lockdowns still on-going
across the region, a brand’s online presence is
especially critical. Dive into these tips for a
high-level view of how to ensure your online
presence becomes an effective storefront for
your business.
Hong Kong and Japan are home to
the world’s smallest apartments. But
instead of making smaller furniture,
IKEA partnered with a smart space
company to create robotic furniture
that can adjust to small spaces as
different living needs arise.

Sweet Relief
Trend 4
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4 Sweet Relief
With millions of jobs lost around the world, and just as many
people are on the brink of poverty, the seriousness of the
pandemic cannot be undermined. While a brand is not
expected to solve these challenges, it does introduce the
need for reinforcements during times that have been harder
for longer, all over the world.
Happiness and joy are always welcome, but
amidst a year of historic challenges, consumers
are embracing the brands that spark joy and
create a safe space for them to take a break.

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4 Sweet Relief
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15. GlobalWebIndex, Wave Q3 2020, World Regions
After the start of the pandemic,
a survey asked respondents
what was most important
to them. Out of all the regions,
APAC was the only region
to rank “having a positive
attitude” as the most important
factor, above “spending time with
family” and “being financially
secure”.15
This means that while
delighting consumers should
always be a priority, it’s now more
valued than ever.

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4 Sweet Relief
Indonesia, Pakistan, Malaysia, the
Philippines, and India all saw YoY growth in
searches for “memes”. India, Pakistan, and
the Philippines are in the top five countries
with the highest concentration of searches
for memes in the world.
YoY growth in searches for “staycation”
(Hong Kong, the top global market for this search)
in searches for “ドライブイン”
(drive-in theater) (Japan)
in searches for “mukbang”
(eating shows) (Malaysia)
The Data
Given the travel
constraints and
the challenges
many face in their
everyday lives,
many have been
seeking alternative
forms of downtime.
WIP
DOWNTIME
+700%
+55%
+1900%

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4 Sweet Relief
YoY growth in searches for “chocolate”
compared to +5% the previous year (Pakistan)
“เกาอี้ เกม มิ่ง”(gaming chair) (Thailand)
YoY growth in searches for plant-related
terms like “plant rack” and “indoor plants”
(Philippines)
The Data
Now that people are
spending more
time at home,
they’re investing in
small indulgences
that add to their
quality of life or are
meaningful to them.
SMALL INDULGENCES
+125%
+65%
+25%

YEAR
IN
SEARCH
2020
REPORT
4 Sweet Relief
YoY growth in the share of self-care
searches (Singapore)
“massage gun” (Australia)
“お取り寄せグルメおすすめ”
(back-order gourmet), compared to 40%
decrease from previous YoY (Japan)
YoY growth in food delivery searches,
compared to 25% in previous YoY (Pakistan)
SMALL INDULGENCES
+55%
+170%
+600%
+53%

YEAR
IN
SEARCH
2020
REPORT
4 Sweet Relief
YoY growth in searches for “상품권 사용처”
(where to use gift certificates) (South Korea)
YoY growth in searches for “flower delivery”
compared to a previous year decline (Australia)
YoY growth in searches for “balloon delivery”
compared to previous flat growth (Singapore)
YoY growth in searches for “adopt a puppy”
compared to previous flat growth (Australia)
With social distancing and lockdowns
the new way of life, people have been
finding creative ways to show love and
care to their friends and family.
SHARING LOVE
+95% +50%
+60% +70%

YEAR
IN
SEARCH
2020
REPORT
4 Sweet Relief
Make things fun in a personal way
Google delights Avengers fans with surprise results when they search
for one of the movie's villains.
Google introduced a new, fun way for
people to search, including “hum to
search” — a service that helps people
figure out the name of a song by
simply humming, whistling, or singing
the melody.
The QT Hotel Auckland, a brand with
a focus on community, hid 150 room
keys across the city as a treasure hunt.
Key finders received a free hotel night
— a great way to engage with a wider
audience in an interactive, inviting
way.

YEAR
IN
SEARCH
2020
REPORT
4 Sweet Relief
Be funny, too (in good taste, of course)
A recent global survey asked consumers how they
want brands to show up at this time. The resounding
answer across APAC was “Be lighthearted and funny, but
do it cautiously and meaningfully”.16
Using Search analytics,
Mars identified some of the most
awkward queries on Google, and
delivered chocolate bars to the
people in those “sticky” situations.
The campaign helped alleviate some
difficult or uncomfortable situations
with humorous solutions.
Australian-based Project Factory felt
that many were feeling the impact of
social distancing, so they took a humorous
approach to the issue. The developer
released a mobile app that plays office
background noises including someone
eating chips nearby, yelling, sighing,
crumpling paper, typing, and more.
16. GlobalWebIndex, Coronavirus Research Release 3: Multi-Market Research, March 2020, Countries across
APAC answered ‘somewhat agree’ to using humour

YEAR
IN
SEARCH
2020
REPORT
4 Sweet Relief
Make it easier to share the joy
Yamaha developed a remote cheer app
that lets sports fans in Japan add to the
stadium atmosphere during a game,
broadcasting their claps, cheers, chants,
or boos in real-time.

YEAR
IN
SEARCH
2020
REPORT
Future Proofing
Trend 5

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
In a year that nobody could have planned for, people are
looking to find a greater sense of control. To ensure peace of
mind, many have started looking for ways to future-proof
and de-risk their lives, while seeking reassurance from
brands along the way.

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
People are safeguarding and
strengthening their economic
prospects by boosting their
skills, financial knowledge, and
building up their side hustles.
“fundamentals of digital marketing”
from previous year’s flat growth (India)
“đầu tư chứng khoán” (stock investing) compared
to -10% in the previous year (Vietnam)
“副業リモート” (side business remote)
from previous year’s flat growth (Japan)
ECONOMIC PROSPECTS
+35% +400%
+215%

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
YoY increase in searches for “top online
learning platforms” (comparatively flat
in previous YoY) (Malaysia)
YoY increase for the phrase
“how to invest” (turnaround from previous
YoY decline of -15%) (Australia)
Breakout YoY increase in “동학 개미 운동”
(mom and pop investors movement)
(South Korea)
YoY growth in searches for “Python course”
(turnaround from previous YoY decline of
-30%) (Hong Kong)
ECONOMIC PROSPECTS
+100% +30%
+60%

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
Health-related
interest increased as
a direct impact of the
pandemic, but
particularly
interesting is the
uptick in proactive
and preemptive
health management.
“benefits of” solutions such as
alternative medicine, from previous
year’s flat growth (Philippines)
YoY growth in searches
for “menjaga kesehatan”
(maintain health) (Indonesia)
(Australia) and 60% (New Zealand) in
searches for “blue light glasses”
HEALTH MANAGEMENT
+116%
+160%
+20%

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
YoY increase in searches for
“normal pulse” (India)
YoY increase in “Cách phòng”
(how to prevent) (Vietnam),
compared to 5% in previous year
HEALTH MANAGEMENT
+200%
40%

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
Agreeing to terms and conditions is often
a mandatory step before accessing an
app. A recent study explored the length of
the T&Cs of popular apps and discovered
that the top 13 apps had more words in
their T&Cs than any Harry Potter novel –
leaving much room for improvement
when it comes
to user experience.
Communicate to
empower your customers,
not overwhelm them
Reduce the risk for your
consumers
EcoWorld's try-before-you-buy program
is a creative way of appealing to potential
homeowners. The Malaysian property
developer designed a rental program where
people could try out a house before deciding
whether or not to buy it, with the option of
contributing as much as 30% of the rental
towards the price of the house.
Actions speak louder than words with Hong
Kong retailer Meiyume, who installed
touch-free sample dispensers in their stores
to address any health concerns associated
with using tester products.

YEAR
IN
SEARCH
2020
REPORT
5 Future Proofing
Enable them to act on
information easily
Aid consumer decision making by
including crucial information with
Search Ad Extensions. By including
things like callouts, price
extensions, and affiliate locations,
you not only make things easier for
your customers, but you become
easier to find with greater visibility
on the Search results page.
For B2B entities, think
about ways to provide
long term support for
your partners
To boost sales in China, motor
lubricant maker Castrol offered free
advertising space to independent
repair workshops that increased the
sale of Castrol products. Around
6,000 workshops benefitted from the
campaign, and Castrol reported a
44% increase in sales.
Recognize the role
brands can play in
empowering people
to grow their skill sets
Grow with Google is a hub
consolidating resources for
job-seekers and businesses to upskill
themselves and their employees. An
example initiative is Skills Ignition SG,
where Grow with Google partnered
with the Singaporean government to
build in-demand skills for the digital
future through vocational and
on-the-job training.

Individual Matters
Nods to diversity, equity, and inclusion aren't enough.
It takes empathy for the sheer variety of situations
consumers face, and authentic outreach to those seeking
help – both that impact the experiences for your brand.
Consider consumers’ individual journey to address systemic
inequalities and embed empathy into your marketing strategy.
Build for inclusivity, holistically and from the get-go,
to meet the deeper needs of your audience. Pay attention to
tone & timing - they matter.
Make use of tools & technology to keep up-to-date of your
audiences’ specific and ever-evolving needs.
Higher Purpose
Expand your territories to make meaningful connections
with (and for) consumers, beyond traditional corporate
social responsibility. Actively support their communities
and integrate sustainability into your brand values.
Create new ways for consumers to connect with
the environment, and each other.
Make your business values and internal practices
a visible part of your external brand.
Connect with potential customers in the nearby community.
Summary
of takeaways
YEAR IN SEARCH 2020 REPORT

YEAR
IN
SEARCH
2020
REPORT
Whole Selves
Challenge your business to reexamine and redefine traditional industry norms.
A wider understanding of human needs means a wider business opportunity.
Speak to your consumers like a local - taking their native
language and format preferences into account.
Rethink your business boundaries by challenging traditional
industry models and uncover new opportunities.
Fit into their world. Adjust your business solutions
to fit into your consumers’ lives and needs.
Make it easy: more time online means less patience
for digital mistakes.
Higher Purpose
Brands that surprise and delight can reap the rewards of
consumer love – especially when they do it with empathy
for people's unique experiences and challenges.
Understand your consumers' point of view to make
things fun in a more personal way.
Be funny, too (In good taste, of course).
Make it easier to share joy.
Future Proofing
Account for your consumers' desire for peace of
mind, lower appetite for risk, and forward-planning
mindset when crafting your business strategy and
communications.
Communicate to empower your customers, not overwhelm them.
Get creative about reducing risk for consumers and
enable them to act on information easily.
Think about ways to provide longer term support for your partners
from a b2b point of view.
Recognize the role brands can play in empowering
people to grow their skill sets.

YEAR
IN
SEARCH
2020
REPORT
1. Disabled People's Association
2. Lancet Commission on Global Mental Health
4. Facebook / W Singapore - Sentosa Cove
5. GlobalWebIndex, Sep 2020, PH, IN, CH, SG, NZ, JP, AU
8. Google Trends, Worldwide, Shopping, 2019 vs 2016
9. Google Trends, Nov. 1, 2019 - Oct. 31, 2020
10. W3Tech, Usage statistics of content languages for websites
11. Pew Research Center, The future of the global muslim population
12. Superfood Asia; 5 reasons to be part of the Halal food industry now
13. Superfood Asia; 5 reasons to be part of the Halal food industry now
14. Cognizant, Algorithms Over Brands
15. GlobalWebIndex, Wave Q3 2020, World Regions
16. GlobalWebIndex, Coronavirus Research Release 3: Multi-Market
Research, March 2020, Countries across APAC answered ‘somewhat
agree’ to using humour
Sources
All Google Search data points included in this report are from
Google Trends, Nov 1, 2019 - Oct 31, 2020 vs. Nov 1, 2018 - Oct
31, 2019, unless otherwise indicated.
Brand examples are mostly curated using trendwatching.com
premium subscription

Google Search Report 2020

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