New research released by the Google Ads Research and Insights team has revealed that the post-pandemic consumer is keen to plan in new experiences and has changing expectations when it comes to brands they deal with.

The Ads Research and Insights team combed through billions of search query data sets to identify a series of trends shaping how consumers are behaving right now. The data indicates that many consumers were embracing the end of lockdown by planning in new experiences, such as trips they wanted to take later in the year, and capitalising on the ability to undertake leisure activities, such as trips to the cinema once again.

“As we moved from 2021 to 2022, people were busy making plans for the year ahead: looking forward to seasonal moments, new experiences, and getting out of the house,” says Google’s Daniel Trovato. “But some remote trends from last year continue to stick.”

Greater convenience

The search data shows that shoppers expect high levels of convenience and the ability to access products, services and customer support at times convenient to them – often around the clock.

  • Late night shopping searches have increased by 100% over the last 12 months.
  • The most frequently used search terms were late night shopping, when does late night shopping start and late night shopping near me.
  • Next day flower delivery related searches increased by 800% year-on-year
  • There was a 500% uplift in searches for 24-7 customer service between 2021-22.

Planning upcoming trips and social events

Consumers are fully embracing their restored freedoms of movement with search data showing an increase in people planning trips and experiences for later in the year. There’s also been an uplift in search queries for more immediate and more local experiences, such as cinema trips.

  • Search volume for cinema near me grew 100% year-on-year as major releases started to hit screens.
  • Searches for spring break have increased 100% in the last 12 months, as more people begin to travel again and plan in holidays for later in the year.
  • The data also shows a 100% increase in searches for unique things to do. Top search queries include unique things to do in London, unique things to do in Orlando and unique things to do in San Francisco.  

Seasonal events and trips later in the year

The end of lockdown and transition to living with Covid means seasonal events are back on. Google’s search data shows that searchers are actively planning experiences and trips around seasonal events taking place later in the year.

  • There has been a 800% increase in searches for winter vacation in…
  • Winter Olympics related searches grew by 600% year-on-year
  • Searches for figure skating increased by 100%

Adrac can help you ensure that your search marketing maximises the opportunities presented by these consumer behaviours and search trends. Schedule a consultation with us to find out more.

Author Rebecca

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