Google’s annual report, Think With Google: Year in Search 2022, highlights the changing needs of Filipino consumers as they navigate life after the pandemic. The report reveals that Filipinos are seeking to reclaim their identities, prioritize value and joy in their purchases, and expect brands to better understand the shifts in their needs.
The report provides marketers with insights and trends drawn from billions of Google searches, helping them to understand their audiences and make informed decisions. The past three years have been a period of unprecedented change, with the COVID-19 pandemic affecting every aspect of life. However, as Filipinos emerge from the shadow of the pandemic, they are looking to define themselves on their own terms.
The report shows that Filipinos are embracing local traditions, making global connections, and carefully considering which products and services are essential to their lives. They are no longer settling for less, but instead are seeking authentic and fulfilling experiences that align with their values.
Gabby Roxas, Country Marketing Manager at Google Philippines and South Asia Frontier markets, said: “Filipinos are no longer just making the best of a difficult situation. After three years of uncertainty, they are determined to live life on their own terms and are in control of their identities, lifestyles, and values. Our analysis of search trends and data shows how Filipinos are using Google to stand their ground and find authentic, fulfilling ways of living, working, and being that suit them.”
Here are the three consumer trends that will shape the year ahead:
Filipinos are soul-searching
Filipinos are seeking out their unique interests and communities online, balancing a desire for global culture with pride in their Filipino heritage. The Think With Google: Year in Search 2022 report shows a 20% increase in search interest for “ppop” (Philippine pop) and a 40% increase for “japanese restaurant,” while searches for “Filipiniana” grew by 130%.
Filipinos are becoming more specific in their searches as they become more aware of their distinct identities. Search interest for “plus size dress” increased by 40%, “anti-aging cream” by 20%, and “glasses for face shape” by 15%.
The report also highlights a growing focus on self-care, with searches for mental health (20%), “anxiety meaning” (50%), “what is stress” (30%), “genderqueer” (40%), “solo parent” (80%), and “social equality” (50%) on the rise. These searches reflect the complexity of Filipino identities and the evolving sense of self.
As global citizens and proud denizens, Filipinos are embracing diverse lifestyles and taking better care of themselves. The report provides insights into the changing needs and desires of Filipino consumers, helping marketers to better understand their audiences.
Filipinos are looking for value and balance
Filipino consumers are learning the importance of value and balance amid the pandemic and high inflation rates. This is reflected in their searches for upskilling and self-employment, as well as increased economic literacy. Searches for “hybrid learning” grew by 210%, “freelance” by 40%, and “business idea” by 20%. Consumers are also seeking information on rising prices and investment trends, with searches for “cryptocurrency” increasing by 350% and “Philippines inflation” rising by 110%.
In addition, consumers are becoming more environmentally conscious and seeking sustainable alternatives, with searches for “sustainable energy” up 80%. They are also being more pragmatic, making fewer impulse purchases and prioritizing needs over wants. Searches for “best deal” grew by 40%. Trust in a brand also plays a significant role in their calculation of value, with searches for “most recommended” and “original product” both rising by over 40%. “Customer reviews” searches also grew by 35%.
Filipinos are seeking out joy
In 2022, Filipinos embraced living life again with caution. Despite ongoing uncertainty, they refused to let it stand in the way of enjoying their best lives, including traveling, dining out, attending live concerts, and more.
This can be seen in the growing search interest in “best buffets,” which increased by over 130%, as well as travel-related terms such as “staycation” (up 25%), “cheapest flights” (320% increase), “affordable beach resort” (100% increase), and “passport requirements” (40% increase).
Furthermore, Filipinos are relying on digital services in greater ways than ever before, saving time to enjoy offline experiences that matter to them. This is reflected in the growing search interest for terms such as “doctor anywhere” (35% increase), “online multiplayer games with friends” (40% increase), “e-wallet” (55% increase), “dress up” (210% increase), “cinema Philippines” (280% increase), and “concert tickets” (165% increase).
These three trends show what is most important to Filipino consumers and how brands can meet their needs as they search for value, trust, and a way to make the most of life in this new reality.
To understand how to tap into these trends and grow with Google Search and marketing innovations, read the full “Think With Google: Year in Search 2022 Philippines” report.
