Opinion

Sandeep Goyal

Mar 25, 2021

Blog: Google's year in search report 2020 - the year we asked more 'why' then 'what'

In the first of a three-part series, the author looks at five very important search clusters with reference to marketing and consumers

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Last year, when writing my book, Future Shock, I relied very heavily on Google Search data for the months of March, April, May and June, 2020 to capture the mood of mankind: anxieties, curiosities, questions, doubts, explanations … also the kind of subjects they wanted to know more about.

Feedback from Google searches helped me build a viable hypothesis around what the future would possibly hold.

Google just released its much awaited, much anticipated 'Year in Search Report'. It not only enlightens on what were the most searched topics globally, but also provides granular rankings country-wise.

In a blog Simon Rogers, Data Editor, Google New Lab shared some interesting perspectives on the Report.

“2020 was the year we asked “why?”

While “coronavirus” was the top trending search worldwide, we also asked questions like “why is it called covid-19?” and “why is mental health important?” more than ever before. We searched for ways to help each other, like looking at how to support essential workers on the front lines of COVID-19 or how to aid people affected by the wildfires in Australia or devastation in Beirut.

Even while so many of us stayed home, we looked for ways to connect, support and understand each other. We asked, “why are people clapping?” and “why is empathy important?” And for the first time, people all over the world searched for Black Lives Matter — increasing five-fold compared to the previous year.

Despite everything happening around us, we were as inquisitive as ever before, asking questions like “why do people dream?” and “why is Mars red?” We stayed optimistic and looked for creative ways to spend our time: This year searches for “sourdough bread recipe” hit an all-time high. ”

The reason I have quoted part of Simon Rogers’ blog ad verbatim is because his blog explains in a very concise and definitive manner what Google’s annual Search Report actually delivers. In specifics, the 2020 report is mainly about five very important search clusters with reference to marketing and consumers:

- Individual matters: While COVID-19 became a globally shared problem in 2020, it also exposed a simple truth: there is no universal human experience. Search trends reveal consumers are placing more value on individual needs and perspectives, even if they're outside the norm.

- Higher purpose: As global crises test their values, people are looking for ways to do more for their communities and the environment – and they expect the same of brands. TrendWatching notes that while sustainability concerns aren't new, consumers have shifted from seeking eco-status to avoiding eco-shame.

- Whole selves: Lines are blurring in the roles people play, and consumers are looking to have more specific needs met at any one time. As innovations in one industry (on-demand taxis) can drive expectations in another (on-demand laundry), the burden is on brands, not consumers, to keep up.

- Sweet relief: Happiness never goes out of style, but amid the historic challenges of the pandemic, consumers especially welcome brands that spark joy in their lives and create a safe space for them to take a break.

- Future proofing: In a year that nobody could have predicted or planned for, there's been a new wave of interest in managing the things you can control, future-proofing our lives wherever possible and seeking more assurance from brands to ensure peace of mind.

It is really interesting to look at searches, both global and in India to see what was common, and what was not.

Overall Search
No	Global	India
1	Coronavirus	Indian Premier League
2	Election results	Coronavirus
3	Kobe Bryant	US election results
4	Zoom	PM Kisan Yojana
5	IPL	Bihar election results
6	India vs New Zealand	Delhi election results
7	Coronavirus update	Dil Bechara
8	Coronavirus symptoms	Joe Biden
9	Joe Biden	Leap day
10	Google Classroom	Arnab Goswami

India’s top search was for the IPL. Globally too, IPL clocked in at number 5. Inference: India and Indian diaspora contribute considerable weight and volume to the overall global Search numbers. This is also evident from India vs New Zealand making it to top 10 globally. Coronavirus, of course, remained top searched subject both worldwide, as well as in India.

News
No	Global	India
1	Coronavirus	Indian Premier League
2	Election results	Coronavirus
3	Iran	US Presidential Election
4	Beirut	Nirbhaya case
5	Hantavirus	Beirut explosion
6	Stimulus checks	Lockdown
7	Unemployment	China-India skirmishes
8	Tesla stock	Bushfires in Australia
9	Bihar election result	Locust swarm attack
10	Black Lives Matter	Ram Mandir

Bihar election results featuring in the global Top 10 is surprising. Again shows the weight India has in the global search volume.

Also, ‘unemployment’, as a cause of concern comes across clearly in the global rankings. Anxieties do pop up in search.

One would have expected Ram Mandir to come in higher in the India rankings … No. 10 seems almost like an also-ran. Especially with Bushfires in Australia and Beirut explosion higher in search numbers.

TV/Web Series
No	Global	India
1	Tiger King	Money Heist
2	Big Brother Brasil	Scam 1992: The Harshad Mehta Story
3	Money Heist	Bigg Boss 14
4	Cobra Kai	Mirzapur 2
5	The Umbrella Academy	Paatal Lok
6	Emily in Paris	Sex Education
7	Ozark	Breathe: Into the Shadows
8	The Queen's Gambit	Dark
9	Outer Banks	Bandish Bandits
10	Locke & Key	Special Ops

Money Heist seemed top of the pops both in India and globally. Searches in many ways are good surrogates for popularity of shows too.

Movies
No	Global	India
1	Parasite	Dil Bechara
2	1917	SooraraiPottru
3	Black Panther	Tanhaji
4	365 Dni	Shakuntala Devi
5	Contagion	Gunjan Saxena
6	Tenet	Laxmii
7	Enola Holmes	Sadak 2
8	Harley Quinn: Birds of Prey	Baaghi 3
9	Mulan	Extraction
10	Jojo Rabbit	GulaboSitabo

Bollywood and local language movies were far ahead of Hollywood content for Indians. Which is really not surprising.

Personalities
No	Global	India
1	Joe Biden	Joe Biden
2	Kim Jong Un	Arnab Goswami
3	Boris Johnson	Kanika Kapoor
4	Kamala Harris	Kim Jong-un
5	Tom Hanks	Amitabh Bachchan
6	Jacob Blake	Rashid Khan
7	Kanye West	Rhea Chakraborty
8	Ghislaine Maxwell	Kamala Harris
9	August Alsina	Ankita Lokhande
10	Ryan Newman	Kangana Ranaut

Joe Biden dominated search both globally, and in India. As they say, winner takes all: Donald Trump was nowhere in the Top 10 either globally or in India. Kangana Ranaut made the top 10 but Sonu Sood did not; nor did Sushant Singh Rajput.

What is...
No	India
1	What is coronavirus
2	What is binod
3	What is plasma therapy
4	What is COVID-19
5	What is CAA
6	What is colon infection
7	What is solar eclipse
8	What is NRC
9	What is hantavirus
10	What is nepotism

On 15 July 2020, Abhyudaya Mohan and Gautami Kawale who run the channel named "Slayy Point" uploaded a video named Why Indian Comments Section is Garbage (BINOD) which started the Binod trend. Binod was a YouTube comment that became a viral meme in India on 7th August 2020.It originated from a comment by a user named Binod Tharu, who had not uploaded any videos and was only adding his first name in the comment section of YouTube videos. Binod memes started popping up, intending to troll him. The high rankings on search are a revelation.

How To…
India
How to make paneer
How to increase immunity
How to make dalgona coffee
How to link PAN card with aadhaar card
How to make sanitizer at home
How to recharge fastag
How to prevent coronavirus
How to apply e-pass
How to make jalebi
How to make cake at home

Dalgona coffee was No. 1 on recipe search globally. In India too, a No. 3 ranking shows that India was in synch with the world. Also, the number of ‘how to …’ searches related to recipes shows how much of India tried playing home chef during the lockdown months.

Sports Events
India
Indian Premier League
UEFA Champions League
English Premier League
French Open
La Liga
Serie A
Australian Open
NBA Basketball League
UEFA Europa League
UEFA Nations League

IPL remained at No. 1 with soccer taking a bulk of the other ranks.

Near me
India
Food shelters near me
COVID test near me
Crackers shop near me
Liquor shops near me
Night shelter near me
Grocery stores near me
Gym equipment near me
Broadband connection near me
Laptop shop near me
Furniture store near me

The ‘Near me …’ searches for food shelters and night shelters show perhaps desire to donate during the pandemic by some, and also a real search for food and shelter by others who were actually needy. If data were made available on English versus language searches, this data point could be very enlightening. ‘Liquor shops near me …’ were much in demand too!

This is a three-part series on the Google Report. In the next two pieces we will look at India specific trends.

Dr. Sandeep Goyal is chairman, Mogaé Media.

Source:

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