We’re back with another segment of the Google 2022 Search Report. In our previous blogs, we analyzed the search trends in India, Hong Kong, the Philippines, Singapore, Malaysia, and, Australia & New Zealand. In our today’s blog, let’s see how the search trends have picked up in Indonesia in 2022.
Google’s annual Year in Search report consolidates some of the latest consumer trends in APAC, which can help brands gauge what to expect from their existing and potential customers in the current year. The report consists of findings from 12 APAC markets, including Hong Kong, India, Indonesia, Philippines, Malaysia, Korea, Japan, Singapore, Taiwan, Thailand, Vietnam, and Australia & New Zealand.
Here are the major findings of the Year in Search report for the Indonesian market.
1. Cultural Identity
While most countries in the APAC either focused wholly on their indigenous culture or looked both outside and within its boundaries for inspiration last year, Indonesians seemed more inclined toward the global culture.
This was evident from a 20% increase in search interest around “Japanese culture” and a 150% hike in search around “Indian restaurant”. However, search interest around “nasi padang” also rose by 20%.
2. Personal Identity
Search trends from the last year show that people in Indonesia have become increasingly conscious of their individuality and gender. The 10% increase in search interest around unisex perfume” is a clear indication of that.
Also, search interest around “gym membership” and “can I change” also grew by 20% each, which means that people are more open to change for the better. This has probably also paved the way for self-appreciation and self-development, which reflects in the massive 70% jump in search interest around “self-reward”.
3. Professional Identity
While work and home life continue to be parts of a whole, people in Indonesia are now seeking to find harmony between the two, even if it means resigning from their jobs. This is a major reason why there has been a 100% increase in search interest around “work-life balance”.
Thus, it is no surprise that Indonesians are increasingly striving to be financially free. Also, the concept of work-from-home or remote work seems to have impressed Indonesians, which is indicated by the high rise of 60% in search interest around “remote working”.
4. Value Hunting
With a rise in inflation, Indonesians are reassessing the cost of things. They’re looking at not only the sticker price but also what they consider to be of value. And they’re looking for a brand that offers the best deal overall rather than the cheapest price. It’s why 77% of Indonesian consumers have switched brands due to “better value”.
However, there is also a 50% increase in search interest around “compare to”, which means Indonesians are increasingly weighing their purchase options and shifting budgets from wants to needs. Thus, there has also been a significant rise in search interest around terms like “best price”, “best deal”, and “best value”.
5. Economic Literacy
As the global economy remains uncertain, people in Indonesia are looking for information to increase their financial and economic literacy, from learning about the causes of rising prices to emerging investment trends, to help make decisions that count.
Thus, there has been a massive increase of 120% in search interest around questions like why the prices are rising. Also, search trends in Indonesia reveal that people are trying to find ways to save and plan their budgets.
Bottom Line
The search trends that we’ve shared here will help marketers unlock consumer trends in Indonesia and APAC, and find business growth through Search and marketing innovations. Marketers need to look into these search trends to understand evolving consumer trends and identify the growing consumer needs, not only in Indonesia but across the entire APAC region.
To delve deeper into the findings of the report, download the full report by clicking here.