Search Trends In Uncertain Times

Google has reported a number of recent trends in search that indicates user search behaviour is changing under the current financial climate. Get ahead with our guide of how to stay relevant in uncertain times.

An unexpected alliance: Saving money and saving the planet #

The latest Google Search trends also show that, in some instances, inflation and sustainability are going hand-in-hand. As consumers look for ways to cut costs, many of the more affordable alternatives are, unexpectedly, better for the environment.

Google has reported a rise in Search interest for these phrases: “hora más barata para poner la lavadora hoy” (“cheapest time to put washing machine on today”) in Spain, “elpriser time for time” (“hour by hour electricity prices”) in Denmark, and “does switching off the geyser save electricity” in South Africa.

Searchers are asking a lot of finance questions #

“What is inflation” is one of the phrases that has seen a significant increase in search interest across the world this year.

The state of the global economy – and even personal finances – is a complex topic. It makes sense that people ask a lot of questions as they’re trying to understand what’s happening in the world.

For example, search interest for “why” in relation to “expensive” has grown 20% globally in the last 6 months alone.

Google has also reported an increase in search interest in 2022 for phrases such as “why is butter so expensive” and “why is petrol going up” in the U.K., “pourquoi pénurie moutarde” (“why is there a mustard shortage”) in France, and “warum steigen die preise” (“why are prices rising”) in Germany.

Additionally, people are concerned about how inflation is impacting them – and how they can minimise the impact on their personal finances. They ask questions such as “what can I afford” across the globe, “when is fuel price going up” in South Africa, and “كم باقي على الدعم السكني” (“how much is left on housing support”) in Saudi Arabia.

There is still demand for the little luxuries #

Interest has also increased in 2022 for “cheap” searches. For example, for “en ucuz derin dondurucu” (“cheapest deep freezer”) in Turkey and “billigt kaffe” (“cheap coffee”) in Sweden.

But that doesn’t mean consumers are only looking for low-budget shopping options.

Google has reported an uptick in people looking for little luxuries as well. Search interest has risen for items such as “luxus sonnenbrille” (“luxury sunglasses”) in Germany, “luxury perfume” in the United Arab Emirates, and “luxury underwear” in the U.K.

Additionally, people are planning in new ways for bigger purchases that are not always affordable in the short-term or without some form of help.

For example, search interest has grown for “incentivi auto elettriche” (“electric car incentives”) in Italy, “subventions panneaux solaires” (“solar panel subsidies”) in France, and “subsidie warmtepomp” (“subsidy heat pump”) in the Netherlands.

The data shows that even amid economic uncertainty people are trying to find the right balance between “cheap” and “luxury”. They’re willing to wait for – and invest in – more expensive purchases, but they’re looking for alternative ways to fit it into their budget.