2021 Google Search Data Insights

At the beginning of every year, Think with Google publishes useful search data insights that reveal consumer trends over the last year. This data demonstrates how priorities, cultural interests, and habits of consumers have changed, giving brands the information they need to prepare for the year ahead.

The data suggests that while we may be embracing a return to normalcy in some areas, in others we’re not yet ready to let go of habits forged over the last two years. Read on to discover 2021’s Google search data insights in more detail and find out how this data is useful for your brand.

Connecting with others

The data indicates that virtual social experiences remained popular in 2021. This comes as no surprise given the massive role that online communication has played in bringing people together throughout the pandemic.

• +70% YOY increase in global searches containing “games with friends”
• +100% YOY increase in global searches containing “special birthday wishes”

However, 2021 also saw people slowly easing back into normal life:

• +700% YOY increase in search interest for “outdoor seating restaurants” in the UK
• +50% YOY increase in global searches containing “wedding dress shops near me”

Entertainment

When it comes to entertainment, outdoor attractions remained popular last year:

• +150% YOY increase in global searches containing “near me with outdoor seating”
• +45% YOY increase in search interest for “zoo tickets” in the UK

The data suggests that people were increasingly eager to return to indoor attractions, though. Interest in live performances, for example, grew at a steady pace:

• +35% YOY increase in search interest for “indoor swimming” in the UK
• +40% YOY increase in global searches containing “live music near me”

Lifestyle changes

The search trends also show that many people made small but substantial changes to better themselves throughout the year. Healthy habits, for example, went beyond just dieting and exercise:

• +100% YOY increase in global searches containing “sunscreen for face”
• +40% YOY increase in global searches containing “best time to take vitamin”

Similarly, the data reveals that people’s interest in building new skills increased:

• +50% YOY increase in global searches containing “painting for beginners”
• +35% YOY increase in search interest for “camera for beginners” in the UK

Big investments

The introduction of the hybrid workplace meant many of us regularly worked from home in 2021. This increase in the amount of time spent at home encouraged a staggering number of people to invest in their space:

• +375% YOY increase in search interest for “vines for bedroom” in the UK
• +400% YOY increase in global searches containing “budget small bathroom ideas”

The data also shows that an increased number of people were interested in moving on and taking big leaps:

• +200% YOY increase in search interest for “houses for sale” in the UK
• +30% YOY increase in search interest for “remote jobs” in the UK

Sustainable living

According to Think with Google, over 80% of people say sustainability is more of a priority now than it was before the pandemic. This is reflected through the increase in shoppers searching for ways to go green:

• +40% YOY increase in search interest for “electric car” in the UK
• +30% YOY increase in global searches containing “sustainability”

Likewise, the stats show that people were increasingly keen to help their local communities over the past year:

• +100% YOY increase in global searches containing “volunteer opportunities near __”
• +100% YOY increase in global searches containing “donation centers near me”

Redefining normal

2020 saw the complete upheaval of life as we knew it, and the data indicates that some trends were convenient enough to stick around:

• +80% YOY increase in global searches containing “shopping apps”
• +25% YOY increase in search interest for “takeaway near me” in the UK

On the other hand, with the easing of restrictions, informed travellers started returning to roads and skies:

• +100% YOY increase in global searches containing “getaways near me”
• +300% YOY increase in global searches containing “for international travel”

So what does all this mean for marketers?

According to Think with Google… “In 2021, marketers learned how readiness, speed, and agility are critical to building resilience. Google Ads provides the tools needed to respond at speed and at scale — meeting the right audience, with the right message, at the right time, for the right cost.

“By pairing a deep understanding of the global trends in search with the technical proficiency to capitalise on rising and falling behaviour patterns, marketers are positioned to unlock growth. Put more simply, being there whether people stay home or head out is paramount to success.”

Want to find out more about how to successfully advertise your brand using Google? Get in touch and we’d be happy to tell you what our PPC team can do for you, as well as what we can offer in terms of paid social, email marketing, and more.