Google report shows that Filipinos connect with their identities, and seek value and joy in their activities as consumers.
shows that Filipinos connect with their identities, and seek value and joy in their activities as consumers. They also expect brands to better understand how their needs have changed for the past three years due to unprecedented events including the pandemic. is an annual report for marketers that aims to help them uncover audience insights and trends drawn from analyses based on billions of Google searches.
“When life hands out lemons, Filipinos no longer just search for ways to make lemonade. Having weathered three years of disruptive changes, they’re seeking to live life on their own terms and looking to be in control of their identities, lifestyles, and what they value,” said Gabby Roxas, Country Marketing Manager, Google Philippines and South Asia Frontier markets.
They are also now seeking greater economic literacy and are looking for information to increase their financial and economic knowledge, from learning about the causes of rising prices to emerging investment trends, to making decisions that count. “Cryptocurrency” searches grew by over 350%, while “when to sell” and “when to buy” both grew by over 40%. Search terms around “Philippines inflation” increased by 110%, while “inflation” rose by over 90%.
Trust in a brand also plays a significant part in people’s calculations and perception of value. Search interest in terms containing “most recommended” grew by over 40% and “original product” leapt by more than 55%. Search for “customer reviews” also rose by over 35%.The year 2022 is the time when Filipinos decided that it’s time to live their lives once again–albeit more carefully.
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