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In a year like no other, Google Trends data provides a revealing snapshot of the changes we’ve experienced in the way we live, work, play and shop. Watch these shifts in consumer behaviour unfold in this two-minute video.
The search data shows a picture of human spirit and ingenuity in the face of adversity. When times are tough, we look to better ourselves, entertain each other and do a fair bit of DIY.
Search insights have always been valuable, but against a backdrop of huge fluctuations in consumer behaviour they have become vital.
Brands who have stayed on top of market trends in this dynamic environment and sought to meet changing consumer needs have put themselves in the best position to successfully navigate – or even emerge stronger – from the Covid-19 crisis.
The lasting impact of digital acceleration on consumer behaviour
The big question is: what’s next? Which consumer trends will sustain as the pandemic subsides?
UK search data from a summer of fluctuating restrictions provides important clues for retailers, including a rise in localism and a focus on ethical brands.
While uncertainty remains high, one thing we can be sure of is that the acceleration of digital adoption we’ve experienced this year will have a lasting and significant impact on consumer behaviour. We have already seen this in changes to the way we are shopping for Christmas.
The good news for marketers is that a growing array of digital marketing tools and technology means it’s never been easier to keep pace with these increasingly digital and real-time audience needs.
And with the global distribution of a vaccine seemingly close (and rising search interest to match), there is cause for something that has been in short supply in 2020: optimism.
To stay up to date with the latest consumer trends across Google Search and YouTube, make sure to subscribe to the Think with Google UK newsletter to receive insights straight to your inbox.
Lucy Ferguson is head of content for UK ads marketing at Google UK
