Lucy Sinclair is the EMEA director of the insights team at Google, where she and her team analyse changes in consumer behaviour. In this regular feature, sheāll be highlighting what is on peopleās minds during this unprecedented time.
20 April 2020 edition
The impact of the coronavirus pandemic has been felt by everyone around the world. As people adapt to this new situation, consumer needs and behaviours are constantly changing, which poses new challenges to marketers.
Weāll be regularly sharing the latest EMEA search insights from Google Trends to help you understand what is top of mind for your customers ā so you can continue to be helpful and relevant during this unprecedented time. These insights will cover three key areas:
- Immediate needs
- New day-to-day
- Emerging behaviours
The Google Trends insights highlighted in this edition cover the last two weeks of data as weāve seen trends starting to shift towards traditional categories. People across EMEA are getting used to a ānew normalā and search interest in financial support, online learning, and new shopping expectations have consistently appeared across our recent insight analyses.
However, while immediate needs are stabilising, people are continuing to look for new ways to pass their time. Whether itās preparing their outdoors space for the summer, exploring pet adoptions, spending time with friends and family online, or looking to DIY their self-care, beauty, baking, and home decor, people are adapting and being creative with how they spend their time.
Immediate needs during the coronavirus pandemic
Peopleās immediate needs are continuing to focus on those with long-term implications, such as financial aid and education. In the last few weeks we saw an increasing search interest on Google Trends for financial support in the form of loans and grants, helping others in the community with donations to charities and hospitals, and adapting to a new online learning environment.
Looking for financial support
As the long-term financial implications of the pandemic hit consumers and businesses, Google Trends shows increased searches for financial relief, such as business loans and unemployment grants. In Saudi Arabia people searched for ācredit exemptionā ('Ų§Ų¹ŁŲ§Ų” ŲØŁŁ Ų§ŁŲŖŲ³ŁŁŁ'), in Turkey for āsupport loanā ('ihtiyaƧ destek kredisi'), In Poland for āloansā (āpożyczkaā), In Italy for ābusiness loansā ('prestiti alle imprese'), in the Czech Republic for āforms for loansā ('formulĆ”Å pro osvÄ'), in Kenya for āloan Kenyaā ('loan kenya'), in Egypt for āunemployment grantā (āŁ ŁŲŲ© Ų§ŁŲ¹Ų§Ų·ŁŁŁā), and in South Africa for āpayment reliefā (āpayment reliefā).
Helping others with charitable donations
People arenāt only looking into their own finances and changing situations. Google Trends shows that charities saw a significant increase in interest in donations across EMEA as consumers are exploring ways to contribute and help others in need. āNHS charityā ('nhs charity') and ādonate toā ('donate toā) saw an increase in searches in the U.K., ācharitable organisation ('charitable organizationā) in Spain, ācharityā in Italy ('charity') and Nigeria ('charity'), ādonationā ('donation') in Kenya, ādonateā ('yeteriz baÄıÅ') in Turkey, and āblood donationā ('Ų§ŁŲŖŲØŲ±Ų¹ ŲØŲ§ŁŲÆŁ ') in Saudi Arabia.
Adapting to online learning
And, as e-learning continues to proliferate, search interest shows that consumers are looking for platforms and resources to help them adapt to this new online learning environment. āE-learningā saw an increase in search interest in Israel (āe-learningā) and Kenya (āe-learningā), ādistance educationā in Italy (ādistanza scuolaā) and Saudi Arabia (ādistance educationā), distance learning (ādistansutbildningā) in Sweden, virtual classroom ('aula virtual') in Spain, and ātechnology in educationā (āŲ§ŁŲŖŁŁŁŁŁŲ¬ŁŲ§ ŁŁ Ų§ŁŲŖŲ¹ŁŁŁ ā) in Egypt.
Creating a new day-to-day
As consumers are settling into the new shopping day-to-day, Google Trends shows an increase in search interest for people looking for clarity on store guidance and online deliveries. Additionally, people are reinventing the way they spend their time at home. Whether theyāre preparing their outdoors spaces for warmer weather, virtually bonding with family and friends, looking to adopt a new pet, or expanding their DIY skills, people are adapting and being creative with their new-found situation.
Understanding new shopping behaviour
Many stores have new opening hours and guidance in place to create a safe shopping environment, and Google Trends shows that people are actively searching for these new regulations with their search and shopping behaviour. In France people search ācan we do our shopping together?ā ('peut on faire ses courses a deux'), and in other parts of EMEA consumers are looking for information on āopening hours todayā ('ƶffnungszeiten heute') in Germany, āopening timesā ('ƶppettider pĆ„sk') in Sweden, and āopening hoursā in Poland ('otwarcia sklepĆ³w') and Denmark ('Ć„bningstider pĆ„ske'). And, as the new rules are causing increased queues in front of stores, in the U.K. people are also looking for the āquietest time to go shoppingā and āthe best time to go to supermarketā (āquietest time to go shoppingā + ābest to time to go to supermarket').
Expectations for online delivery
Additionally, search interest shows that many consumers are changing their shopping behaviour and planning to skip the physical shopping experience, as theyāre looking for a broad range of products online that can be delivered straight to their door. In Spain consumers were searching for āsushi deliveryā ('sushi a domicilio'), in France for āchocolate deliveryā ('livraison chocolat'), in Israel for āflower deliveryā ('×ש×××× ×¤×Ø×××'), in Italy for ānursery home deliveryā ('vivaio consegna a domicilio'), in the U.K. for ācompost deliveryā (ācompost deliveryā), and people in Denmark were increasingly searching for the more general āfor deliveryā ('til levering').
Getting ready to spend time outside
As the weather continues to improve, weāve seen search behaviour change with consumers readying themselves for spending more time outdoors. However, instead of going to the beach or a park, theyāre looking for ways to catch the sunshine closer to home ā and many are exploring trying their hand at gardening. In France we saw an increase in searches for āhow to sunbatheā ('comment bronzer') and āhow to grow plantsā ('comment planterā), in Denmark for āsquare trampolineā ('trampolin firkantet') and āgreenhouseā ('drivhus'), in Poland for ābalcony equipmentā ('na balkon'), in Spain for āartificial grassā ('cĆ©sped artificial'), in Italy for āgarden bedsā (ālettino da giardinoā), in Turkey for ātomato seedsā ('domates tohumu'), in Norway for āhammockā (āhengekoyeā), in Germany for ājacuzzi gardenā ('whirlpool garten'), in the Netherlands for āmobile air conditionerā ('mobiele aircoā), and in the U.K. for āpressure washerā ('pressure washer').
Bonding with family ā and pets
House-bound consumers are also finding new, virtual ways to connect with their friends and families. āWith friendsā saw an increased search interest on Google Trends in both Norway ('with friends') and Belgium ('with friends'), in Israel people were searching for āmovies for the whole familyā ('×”×Ø××× ××× ××שפ××'), and in Poland for ālive massā (āÅwiÄta na żywo dzisiajā). And, with people spending more time at home than before, animal lovers are exploring ways to grow their family. In France ācat adoptionā ('adoption chat') saw an increase in searches, and in Turkey ādog adoptionā ('kƶpek sahiplenme').
Continuing with at-home DIY
As the weeks go on, people have become more creative and self-reliant, and their at-home needs around self care, beauty, food, and home decor continue to centre around do-it-yourself (DIY). In France we saw an increased search interest for āmake false nailsā ('faire des faux ongles'), in the U.K. for ālemon juice in hairā ('lemon juice in hairā) and ātanning waterā ('tanning water'), in Poland for ātanning acceleratorā (przyspieszacz do opalania'), in South Africa for āskin productsā (āskin productsā), in Turkey for ācut fringeā ('kahkĆ¼l kesimi') and āsmart detoxā (āsmart detoxā), in Spain for āhow to whiten teethā ('como blanquear los dientes'), in Israel for ācircular sawā (ā××”××Ø ×¢×××ā), in Germany for āDIY yeastā ('hefe selber machen'), and in Kenya for āice cream at homeā ('ice cream at home').
Emerging search behaviours from Google Trends
Whether itās product reviews to aid with purchase decisions, apps that can help meet new needs, or watching YouTube live streams and creative videos, the search behaviours we can see from the Google Trends insights show that consumers are using the knowledge and tools available online to help them make the most of the current situation.
Exploring the best purchase options
The trends in āimmediate needsā have shown shopping behaviours have changed with more people looking to buy online. As theyāre doing so, they have a renewed interest in reading reviews and exploring the best options before deciding what to buy. In France Google Trends showed an increased search interest for āair freshener reviewsā ('rafraichisseur d air avis') and ābest air conditionerā (āmeilleur climatiseur'), in Germany for āreviewā ('review' in the Home & Garden' category), and in the Netherlands for ābest electric bikeā ('beste elektrische fiets').
Looking for (free) apps and online tools
As more consumers move online for work, education, and entertainment, their demand for free apps and helpful tools continue to rise. Google Trends shows an increased search interest in āfree downloadā in Germany (ākostenlos herunterladenā) and Italy (āscaricare gratisā), āgames freeā (āgames freeā) in Sweden, āconverter free downloadā (āconverter free downloadā) in the United Arab Emirates, āfree VPNā (āfree vpnā) in the U.K., āapp freeā (āapp freeā) in Nigeria, āfree online coursesā (āfree online coursesā) in South Africa, āfree PDFā (āfree pdfā) in Egypt, and āfree onlineā (āgratuitos onlineā) in France.
And itās not only free apps and services that saw an increase in searches, apps across a wide range of categories gained popularity. Google Trends shows a rising search interest for āTV mobile appā ('tv mobile app') in Nigeria, āmusic appsā ('music apps') in the U.K., ādelivery appā ('Ų§ŁŲ¶Ł ŲŖŲ·ŲØŁŁ ŲŖŁŲµŁŁ') in Saudi Arabia, ābicycle appā ('fiets app') in Belgium, ānews appā ('news app') in the United Arab Emirates, and ārecognition appā ('herkennen app') in the Netherlands.
Watching YouTube for live streams and creative inspiration
With the behavioural shift to online, consumers are also increasingly tapping into online video content to meet their new needs. In the past week, people turned to YouTube for live streams, new ways to worship, and creative inspiration. Google Trends shows an increase in interest for āNational Theatre liveā (ānational theatre liveā) and ābreathing exercisesā (ābreathing exercisesā) in the U.K., āparliament sittingā ('sejm na żywo') in Poland, āonline worshipā (āonline gottesdienst') and āhomemade Easter presentsā (āostergeschenke selber machenā) in Germany, āEaster DIY activitiesā (ālavoretti di pasquaā) in Italy, and āhow to make a kiteā ('uƧurtma nasıl yapılır') in Turkey.
Explore more consumer search behaviour trends
While this analysis provides a regularly updated snapshot of trends and shifting consumer behaviours across EMEA, we understand it may be helpful to review the information more frequently, or for a specific country or region. To explore further insights, here are 10 tips for using Google Trends yourself. By entering a keyword or a topic into the tool, you can explore what the world is searching for in near real time.