Whether you’re an entrepreneur looking for new ways to engage with customers or a seasoned marketer building a brand from scratch, online Search is an important indicator of consumer intent.
After all, Pakistanis expect the internet to play many different roles: personal entertainer, restaurant guide, product research assistant, and all-around source of truth.
Just like Google’s annual Year in Search captures the collective trending searches and sheds light on what captured people’s curiosity, Google’s Insights for Brands for Pakistan report sheds light on the major trends being driven by online demographics across the country. At the same time, businesses are seeking to understand how the COVID-19 environment is changing behaviours and trends within their respective categories and how best to respond in the moments that matter most.
“Pakistanis and their smartphones are inseparable — always on the lookout for the best experiences and deals within their vicinity and at the same time seeking authoritative information during these trying times,” said Faraz Azhar, Industry Head for South Asia, Google Asia Pacific. “Our research found rising levels of consumer sophistication, interest in more sustainable products and services, and a move towards a healthier lifestyle as some of the biggest drivers of behavior in the last 12 months. Also, digital video continues to boom with local content on YouTube representing Pakistan’s favorite online destination.”
In the newly released report, Google outlined five key trends that are shaping how Pakistanis search as well as their curiosity on the impact of reduced human mobility on the environment:
1. Increasingly sophisticated consumer
2. Towards sustainability and conscious consumption
3. Digital video continues to boom
4. The healthy lifestyle choice
5. COVID-19 implications
With COVID-19 restricting the movement of people outdoors, Pakistanis have started looking for ways to start (or continue) their usual physical routines indoors with ‘HIIT workout’ YouTube searches growing by 600%, ‘gym at home’ by 125%, and ‘home workouts’ by 80%. With more people confined indoors, interest in mental health and well-being has also become an important factor for Pakistanis, with a surge in searches for ‘meditation’ (+56%) in March this year.
For more insights on how Pakistani consumers use Google Search, along with some vertical insights on fintech, on-demand economy, telecom, gaming, and sports, visit Think with Google and download the Insights for Brands report.
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Fahad is an entrepreneur and a marketing enthusiast who loves to write on trending topics. He loves travelling & playing tennis is what he does in his leisure time. He tweets @fahad164.
Email:- fahad164@gmail.com , fahad@themediaparadigm.com