Even after 2020, uncertainty remains and can change over time. COVID-19 crisis Allowing everyone to accept the change and adjust their behavior to the New normal
When consumers change their purchasing behavior And change the way of looking for products / services Business brands need to re-understand what the consumer needs are.
Google Has published a Year in search report to look back at what Thai consumers are searching for in 2020, giving us a glimpse of opportunities for brands in 2021.
Online shopping trend
E-commerce grew from 1.5 billion baht in 2019 to 2.7 billion baht in 2020 or an 81% increase from the previous year.
- 25% of users buy beauty products online for the first time because of COVID-19.
- 36% of customers order food for the first time because of COVID-19
- 9 out of 10 shoppers intend to continue shopping online.
Consumers are more likely to search for product information before making a purchase. Because unable to try or view physical products Getting more information is to give you confidence before you buy.
- 86% spend more time researching a product before making a purchase.
- 65% search for additional information before buying
- 40% increase in watch time of electronic content
The consumer journey is more personalized. Can be observed from specific search terms But do not specify the brand
Work from home trends
Many people face sudden changes. When it comes to working from home and routine changes Blurring the line between work and rest
Searches for ‘work chairs’ increased 34% as more people had to work from home, and searches for ‘how to meet online’ increased 1.5 times.
Trend seeking happiness
During the crisis the concert was canceled. The festival is not held. Consumers do not cease to seek happiness while in detention.
Thai people spend average time online (Non-working)
- 3.7 hours per day before COVID-19
- 4.6 hrs per day during lockdown period
- 4.3 hours per day after locking down
Health trends
Brands are expected to be more responsive to the individual preferences of their customers. Regardless of whether it is a low-fat plant-based diet, health concerns remain a major consumer trend.
Trend to develop skills and increase income
During the time when studying online and working from home, searches for ‘online classes’ increased 6 times from the previous year, as well as increased time due to the absence of commuting to work. As a result, people have more time to develop their knowledge.
However, the economy, hit by the epidemic, has led to new revenue streams. The search for ‘selling online’ has increased 32% and the most popular online search terms are: What is good online selling?
Food and drink trends
When unable to work at the office And ordering food online has an additional charge. Some consumers choose to cook their own meals at home. With a 55% increase in recipe searches and an 81% increase in YouTube searches.
Including food supplies also increased sales. Noticed by searching ‘Oil-free fryers’ up 2400%; searches for ‘microwave’ up 156%.
After loosening the lock-down trend of eating out and going to a coffee shop recovered. With an 87% increase in consumers searching for ‘restaurants near me’ and a 52% increase in searching for ‘cafes near me’.
Key Takeaway
Adapt to the needs Uncertainty changes consumer preferences and needs. This means brands have to optimize their products and communications.
Open to new consumers New demands Happening in the digital world all the time Brands need to communicate more with their target audience.
Exist in all consumer channels Consumers search for more product information. Brands need to be informative and visible across all channels to create a seamless experience.
The origin
