Singapore – Google’s year-end rankings in Search for Singapore in 2022 have revealed that Singaporean consumers are seeking to be in control of their identities, lifestyles, and what they value.
The report has identified three key consumer trends based on search behaviours by Singaporeans that marketers can leverage to optimise their marketing strategies. These are ‘soul searching’, ‘value hunting’, and ‘finding joy’.
According to the report, Singaporeans sought more information on the well-loved travel destination Japan, as search interest in ‘Japan culture’ rose by 20%. The report also showed that the search interest in ‘gender inequality’ grew by 50%, signifying Singaporeans’ support of diverse identities.
In terms of value hunting, the search interest for ‘inflation’ grew by 160% as Singaporeans increasingly reassess what they consider to be of value and give attention to economic trends. Keywords like ‘recommendations’ and ‘top rated’ were also amongst the top searches, as consumers consider trust in brands even more.
Moreover, the report found that Singaporeans are looking for more ways to treat themselves and endeavour in post-pandemic revenge travel, with keyword ‘flight tickets’ gaining a 430% increase in search interest.
It was also unveiled that Singaporeans are looking more into convenience, with the virtual clinic ‘doctor anywhere’ gaining a 260% search interest.
