Google-2020年新加坡搜索报告（英文）-2020.12-32页_13mb

Year in Search Singapore: Insights for Brands Report 2020

Core Content

The Year in Search Singapore report highlights key consumer trends and behaviors in 2019, focusing on how brands can anticipate and meet the evolving expectations of Singaporean consumers. It emphasizes the shift towards on-demand services, convenience-driven purchasing, mental health awareness, and redefined notions of value.

Main Points

1. The On-Demand Mindset

• Consumers increasingly prioritize speed and convenience over brand loyalty.
• "Near me" searches rose significantly, showing a preference for local and immediate services.
• Delivery services expanded beyond food to include groceries, flowers, and even beauty treatments, with notable growth in searches for:
  • Free delivery: +56%
  • Delivery promo: +60%
  • Massage delivery: +160%
  • Bubble tea delivery: +360%

2. The Expectation Economy

• The expectation of convenience has become a standard, leading to a democratization of assistance.
• Consumers are using technology to outsource daily tasks, with growing interest in:
  • Home assistants
  • Virtual assistants
  • Itinerary planners
• "Now, now, now" searches increased by 44%, indicating urgency in consumer behavior.

3. Mental Health Awareness

• There's a growing interest in mental health and stress management, with:
  • "How to calm down": +17%
  • "How to stay calm": +20%
  • "How to calm down from anxiety": +110%
• Searches for burnout symptoms increased by 80%, reflecting a shift in how mental health is perceived and addressed.

4. Value Redefined

• Value is now associated with affordability and quality, not just price.
• Consumers are searching for "cheap and good" options in various categories, including:
  • Cheap and good restaurants: +46%
  • Best budget earbuds
• Sustainability and environmental responsibility are becoming key factors in consumer decision-making, with:
  • Zero waste: +94%
  • Sustainable fashion: +10%
  • Plastic straw reduction as a visible sign of environmental awareness.

5. Information Empowerment

• Search is the top source of information for Singaporeans, with over 95% using it to make decisions.
• Digital touchpoints influence even offline purchases, with over 50% of consumers being affected by online research.
• Brands are leveraging personalized information to enhance consumer experience, such as:
  • Decathlon boosting ROI by 51% with personalized video ads.
  • Dynamic Search Ads helping brands like Maggi increase visibility by 6X.

6. Odd Couples and Novelty

• Singaporeans are embracing unexpected combinations of products and ideas, such as:
  • Sneaker fashion with high growth in searches for:
    • Gucci sneakers: +100%
    • Dior sneakers: +400%
  • Bubble tea with innovative flavors like:
    • Ghost pepper flavored food: +336%
    • Impossible Burger: +1376%
  • Repackaging familiar concepts with new twists, such as:
    • Bubble tea with crème brûlée: +1982%
    • BMW on Lazada: A blend of luxury and affordability.

Key Information

• Delivery services are evolving beyond traditional food delivery, showing increased demand for diverse on-demand options.
• Mental health is now being treated as a medical concern, not just an emotional one.
• Sustainability is becoming a core value in consumer choices, influencing everything from fashion to food.
• Technology is playing a key role in personalizing and simplifying consumer experiences.
• Information access is critical, with digital tools helping consumers make informed decisions.
• Consumer expectations are shifting towards convenience, affordability, and quality, pushing brands to innovate and adapt.

Conclusion

The 2019 search trends in Singapore reflect a society that values efficiency, sustainability, and personalization. Brands that can anticipate these shifts and provide convenient, informed, and value-driven experiences are likely to thrive in this evolving landscape.