Google-印度搜索洞察（英文）-2019.5-97页_6mb

Year in Search - India: Insights for Brands Summary

Core Content Overview

This document provides an in-depth look at the evolving digital landscape in India, highlighting how consumer behavior and trends are shaping the opportunities for brands across various sectors. It emphasizes the rapid growth of internet and smartphone usage, the increasing reliance on online video and voice search, and the convergence of online and offline experiences (omnichannel). The report also showcases how AI and machine learning are being leveraged to enhance customer experience and business performance.

Key Insights and Trends

Internet and Smartphone Growth

• 400M active internet users: India ranks second globally in terms of active internet users.
• 350M connected smartphone users: Indicates a significant shift towards mobile internet usage.
• 40M average yearly addition of users: Highlights the fastest growth in user base in the world.
• 8 GB/month average mobile data usage: Matches levels seen in developed markets.

Non-Metro Growth

• Non-metro cities are driving growth across all categories, surpassing metro areas in search volumes.
• 55% of all car-related searches come from non-metro cities.
• 49% rise in face powder searches from Rajasthan, indicating regional interest in beauty products.

Video as a Research Tool

• Online video is transforming how consumers gather information and make purchase decisions.
• 80% of car buyers use online video for research.
• 79% of auto buyers find answers and reviews on YouTube.
• 55% of shoppers use online video while shopping in-store.

Indic Languages and Voice Search

• 9 out of 10 new internet users in India are likely to use Indian languages.
• Voice search has grown by 270% YoY.
• Brands are integrating voice assistants to improve customer experience and service delivery.

Omnichannel Integration

• 50% of organized retail is expected to be influenced by digital in 2020.
• 75% YoY growth in "near me" queries, showing the importance of local search.
• 400% growth in "dealer near me" searches, indicating a shift in consumer behavior towards digital convenience.

AI and Machine Learning in Business

• AI and ML are being used to improve customer experience and marketing efficiency.
• Google’s Smart Bidding has helped businesses increase ROI.
• 2x increase in scale for Bank-Bazaar in personal loans and credit cards.
• 71% increase in leads for ICICI Prudential Life Insurance using YouTube's TrueView for Action.

Consumer Packaged Goods (CPG) Trends

• 40% increase in home care searches.
• 50% rise in oral care searches.
• 2.5X growth in "how to" searches for DIY beauty solutions.
• 85% rise in beer shampoo searches, showing the influence of international beauty trends.

E-Commerce and Fashion

• 178% growth in Hindi searches for clothing, compared to 33% in English.
• 70% of all fashion searches are for clothing and beauty/personal care.
• 60-70% of searches are for specific items rather than designs or suggestions.
• 150% growth in accessories searches, with bags being the most searched category.
• 2.6X more eyewear searches for men than for women.

Online Gifting

• Gifting is becoming more personalized.
• 111% growth in "near me" searches for gifting.
• Popular gifting-related searches include greeting cards, flower arrangements, and gift baskets.

Retail

• Digital is significantly influencing in-store sales.
• 21% increase in store visits for YouTube-led campaigns.
• 28% of people who clicked on an ad visited the store.

Education

• 54% increase in interest in Machine Learning and AI courses.
• 74% growth in software development course searches.
• $650 million total investment in the Edtech sector in 2018.

Local and Classifieds

• 237% growth in Hindi searches related to food.
• 2.5X jump in aggregator brand queries compared to total food tech queries.
• Pizza is the most searched term in 9 out of 11 states.
• Cooking videos have seen over double the watch time in 2018.

Co-Working Spaces

• 100% growth in co-working space queries within real estate searches.
• Top destinations for co-working spaces include Delhi NCR (Delhi, Gurgaon, Noida).

Conclusion

The digital landscape in India is rapidly evolving, with non-metro cities playing a pivotal role in driving growth and innovation. The integration of online video, voice search, and AI/ML technologies is transforming consumer behavior and business strategies. Brands that adapt to these trends and provide localized, multilingual, and seamless digital experiences are likely to thrive in this dynamic market.