Google Search India report: Insights for brands - 5 key things to know
Google has released its annual Year in Search: Insights for Brands Report. The report is a deep dive into what Indian users are searching for online and the opportunities these trends can unlock for brands.
Google has released its annual Year in Search: Insights for Brands Report. The report is a deep dive into what Indian users are searching for online and the opportunities these trends can unlock for brands. Low-cost smartphones and affordable data packages, have supported digitalisation in India to a great extent. The result says that around 400 million Indian consumers are now online. Whether it’s searching for information, live streaming a cricket match, or watching their favorite daily soap online, consumers across the country can now enjoy easy access. And these consumers are discerning and demanding. The top five emerging trends from the Google India Year in Search-Insights for Brands report are:
1. Bharat is going online
The online space in India has never been this vibrant. From driving search volumes in auto to the rise of personal beauty related queries, consumers across different regions of Bharat (non-metros) are becoming the engines of growth. 61% of all searches across personal loans, health insurance, life insurance, and mutual funds come from these areas. (Image: Pixabay)
2. Video: An unprecedented growth story
Online video audience in India is expected to grow to 500 million by 2020. There is growing interest in audio-visual content across verticals, as watchtime on mobile phones rises rapidly. About 1/3rd of all searches for online video are entertainment related. Other categories like lifestyle, education and business have shown 1.5x - 3x growth in the last 2 years. (Image: Pixabay)
3. Indic Languages and Voice
9 out of 10 new Internet users in India are likely to be Indian language users. The country has seen 270% growth year-on-year in voice searches. Consumers across categories are fast adapting to this new search tool for seeking information and discovering contenT. (Image: Pixabay)
4. Omnichannel
The rise of omnichannel is enabling consumers to make the most of their online and offline experiences. There has been a steep rise in searches for food aggregator brands as people are increasingly relying on apps to look for dining out and food delivery options. 50% of organized retail is likely to be influenced by digital in 2020. 2.5Xjump in aggregator brand queries in comparison to the total growth of food tech queries. (Image: Pixabay)
5. Assisting businesses
Brands across various categories, such as CPG and travel, have started integrating voice assistants with their customer service to help customers. ML and AI assist users and businesses alike. 7x Increase in number of active users for Assistant in India. 2X GSK's Otrivin doubled sales and achieved 2X CTR as compared to the industry benchmarks by using data driven solutions to run real time weather based campaigns. (Image: Pixabay)