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The Impact of the Coronavirus on Search Trends

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The Impact of the Coronavirus on search trends across 6 different markets

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The Impact of the Coronavirus on Search Trends

  1. 1. THE IMPACT OF CORONAVIRUS ON SEARCH TRENDS
  2. 2. Coronavirus has completely changed our lifestyles. One of the biggest ways in which consumer behaviour has changed is the way in which consumers have used online services and businesses. This presents a new challenge to marketers. Brands that will come out stronger will be the ones who understood and adapted to these new trends quickly.
  3. 3. THE INDUSTRIES WE ANALYSED AUTOMOTIVE FASHION HOME RETAIL HOME FITNESS TRAVEL HOME
 ENTERTAINMENT
  4. 4. We analysed the search interest for multiple industries from the beginning of February to the end of April to get an in-depth insight into the impact of the Coronavirus. To get an accurate view of each industry, we analysed thousands of search terms using our custom built python scripts. This allowed us to create an overview of different types of search terms within each market. METHODOLOGY OF OUR ANALYSIS
  5. 5. SEARCH INTEREST TRENDS IN THE AUTOMOTIVE INDUSTRY
  6. 6. SEARCH INTEREST
 DROPPED ACROSS ALL
 SEARCH TERMS BETWEEN FEBRUARY AND APRIL SINCE MID-MARCH,
 THE INTEREST HAS
 BEEN STRUGGLING TO
 RISE AGAIN THE BIGGEST DROP
 WAS IN THE MIDDLE
 OF MARCH WITH A DROP OF UP TO 37% ONLINE CAR BRANDS
 HAD A DROP OF 24% OVERALL
  7. 7. AUTOMOTIVE INDUSTRY SEARCH TRENDS 0 15 30 45 60 75 90 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Used Brand Search Terms New Brand Search Terms Online Brand Search Terms Fuel Type Search Terms Generic Car Search Terms
  8. 8. 92% OF CAR BUYERS RESEARCH ONLINE FIRST Google/Kantar TNS, U.S., The Drive to Decide Survey, n=500 recent car buyers, 2018
  9. 9. ONLINE AUTOMOTIVE MARKETPLACES ARE LEADING
 THE MARKET The low drop and resurgence in search interest for the online automotive marketplaces and brands suggests people are still looking online to: COMPARE DEALS VIEW DEALS READ REVIEWS
  10. 10. How Are Consumers Behaving? Customers are looking less at specific brands or models but instead are looking for different options available to them. Even though some dealerships rushed to create an online buying experience, consumer trends suggest that people are more in the cons evaluating their options.
  11. 11. Looking To The Future Customers are not looking to make purchases currently, but instead are looking to the future to see what are the options available. Therefore it’s important for car dealerships to be sensitive to the current situation and use this time to be ready for when the climate is feasible. Working on building your authority through engaging and informative content to connect with your customers is the best use of time for car dealerships.
  12. 12. HOW DEALERSHIPS CAN BUILD A
 STRONG ONLINE PRESENCE Using video as an alternative to test drive is the second best option and could be one of the most effective ways for dealerships to engage with their customers according to a study by Google. In an ever evolving environment, a social media presence is key to quickly communicate and show empathy towards your customers. It is also a key channel to provide sales support. Reviews are a major influence on decision making when buying a new car. Reviews from independent experts or other buyers help to engage customers when they are considering multiple options.
  13. 13. SEARCH INTEREST TRENDS IN THE FASHION INDUSTRY
  14. 14. SEARCH INTEREST FOR FASHION BRANDS AND CLOTHING TYPES
 DROPPED BY ALMOST 45% IN MID-MARCH ALL TYPES OF TERMS INCREASED IN SEARCH INTEREST BETWEEN 15-20% THROUGHOUT APRIL THE SEARCH INTEREST FOR GENERIC FASHION
 TERMS WAS HIGHER IN APRIL THAN BEFORE LOCKDOWN
  15. 15. FASHION INDUSTRY SEARCH TRENDS 0 22.5 45 67.5 90 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Fashion Brand Terms Generic Fashion Terms Clothing Type Terms
  16. 16. When the Coronavirus initially hit the UK, people prioritised buying essential food and supplies, and so were not searching to buy new clothes. Early Fears Increase In Search Interest As the UK got more climatized to the situation by the end of March, the search interest for the fashion industry started climbing back up. Increase In Demand An increase in search interest and a limited workforce for some major brands led to overwhelming demand for the brands. This suggests that the demand in the fashion industry is booming. Consumer Behaviour Stages During The Coronavirus As the U.K went into lockdown and fashion stores closed down this has meant that people can only purchase clothes online. Store Closures
  17. 17. Customer Orders in The Fashion industry ARE following the same trend as the search interest Source:https://www.mention-me.com/blog/how-covid-19-impacting-fashion-brands-timeline
  18. 18. How Are Consumers Behaving? One of the biggest advantages to the fashion industry is that the whole purchasing process can be completed without the customer ever having to step out of the home. Despite an initial slowdown in search interest for fashion industry terms, these have quickly increased and resulted a large influx in search interest and demand. Due to restrictions, many people are seeing an increase in disposable income as they save on travel and socialising costs and plenty of time to surf the internet.
  19. 19. OPPORTUNITIES FOR FASHION RETAILERS Brands must ensure a seamless online experience for the customers which will encourage them to shop online. This includes relaxing their returns policies and creating better video guides. Ensure the safety of your workers and products to customers such as contact-free delivery to give reassurances about purchasing from you. Google Shopping is now free for all merchants to use and offers a great way of increasing your presence. Fashion brands in particular can make the most out of this.
  20. 20. SEARCH INTEREST TRENDS IN THE
 TRAVEL INDUSTRY
  21. 21. TRAVEL BRAND TERMS AND GENERIC TERMS BOTH DECREASED IN SEARCH INTEREST TO JUST 10% SPIKE IN INTEREST WAS DUE TO CUSTOMERS LOOKING TO LEARN STATUS OF BOOKED FLIGHTS AIRLINE BRAND TERMS SAW A SUDDEN INCREASE IN SEARCH INTEREST OF 35% MID MARCH AIRLINE BRAND TERMS HAVE DROPPED SIGNIFICANTLY TO JUST 16% BY THE END 
 OF APRIL
  22. 22. TRAVEL INDUSTRY SEARCH TRENDS 0 22.5 45 67.5 90 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Travel Brand Terms Generic Travel Terms Airline Brand Terms
  23. 23. Over the past 3 months there have been more cancellations than bookings for airline tickets
  24. 24. LOOKING TO THE FUTURE ForwardKeys and Sojern’s data suggests customers globally are still looking to travel and are aiming to travel at the end of 2020 or early 2021. Data from Sojern:”COVID-19: Insights on Travel Impact, EMEA #3”
  25. 25. KEEPING OPTIMISTIC As the search interest data and the booking data suggests, this has been a devastating time period for travel companies. However, the latest data suggests that customers are still looking to travel. Customers are looking to late 2020 and early 2021 as the time to go travelling. That being said, the situation will continue to be volatile in this sector in particular. All main stakeholders of the industry will need to work together and have strict SOPs to get the consumer confidence back to the where it was pre COVID-19. Customers will be frustrated at how they were unable to travel and go on holidays, so they will be eager to make their first bookings. Travel brands must work towards capitalising on this future demand.
  26. 26. PREPARE FOR FUTURE DEMAND Offering 2020/21 winter deals and relaxed cancellation fees can help to convince customers looking to make a booking for later this year or early 2021. Provide up to date information during these volatile times. Customers need to be reassured that the airline or accommodation is actively ensuring the safety of the travellers. Entice the audience who are in the “daydreaming” phase and wanting to go on holidays through engaging content. This content can entice your customers to choosing the deals you are offering.
  27. 27. SEARCH INTEREST TRENDS IN THE
 HOME RETAIL INDUSTRY
  28. 28. ALL THE TYPES OF SEARCH TERMS EXPERIENCED A STEADY INCLINE HOME RETAIL BRAND TERMS SAW THE BIGGEST INCREASE IN AVERAGE SEARCH INTEREST WITH AN11% INCREASE UP UNTIL APRIL 1ST, ALL TERMS HAD SEEN A SLIGHT DECREASE IN AVERAGE SEARCH INTEREST
  29. 29. HOME RETAIL INDUSTRY SEARCH TRENDS 0 20 40 60 80 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Home Retail Brand Terms Generic Home Retail Terms Home Retail Item Terms
  30. 30. HOW PEOPLE ARE BEHAVING DURING LOCKDOWN PEOPLE ARE SPENDING MORE TIME LEARNING HOBBIES AND FINDING WAYS TO KEEP ENTERTAINED ACTIVITIES SUCH AS D.I.Y AND GARDENING SEES AN INCREASE IN DEMAND FOR HOME RETAIL PRODUCTS Source: ONS Opinions and Lifestyle Survey; Graph from BBC:"Coronavirus: Eight ways the lockdown has changed the UK” HOW ARE PEOPLE COPING DURING LOCKDOWN? 1 IN 10 BRITS ARE BUYING INDOOR FURNITURE/ HOMEWARE PRODUCTS DURING LOCKDOWN
  31. 31. HOW ARE BRANDS RESPONDING? Brands who only sell online or with a strong online presence aim to maximise this opportunity to entice customers through discounts and reassuring customers about their deliveries. Brands with physical stores aim to inform their customers how to keep safe when visiting their stores and the measure which they are taking.
  32. 32. How Are Consumers Behaving? As consumers are spending more times in their homes, they are looking for ways to spend their times in productive ways. This includes gardening, doing D.I.Y. work and improving their homes. As shown by the average search interest graph, this is resulting in an increase in search interest across the whole market. The major brands are looking to take advantage of this opportunity by providing information and keeping their consumers up to date.
  33. 33. THE OPPORTUNITIES Keep customers informed on how you are enabling deliveries in a safe manner. If you are able to deliver quickly use that as a competitive advantage. Entice your customers into spending by offering deals and offers. Having an effective digital marketing strategy to increase reach and improve visibility online is essential to take advantage of the increasing search interest.
  34. 34. SEARCH INTEREST TRENDS IN THE
 HOME FITNESS INDUSTRY
  35. 35. SEARCHES FOR TYPES OF WORKOUTS INCREASED BY UP TO 45% SEARCHES FOR WORKOUT PROGRAM BRANDS HAVE REMAINED RELATIVELY FLAT WORKOUT SEARCHES HAVE REMAINED HIGH SINCE LOCKDOWN GENERIC HOME WORKOUT TERMS INCREASED IN AVERAGE SEARCH INTEREST BY OVER 30% IN 2 DAYS
  36. 36. HOME FITNESS INDUSTRY SEARCH TRENDS 0 15 30 45 60 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Generic Home Workout Terms Specific Body Workout Terms Workout Program Brand Terms
  37. 37. WHAT IS CAUSING THE INCREASE IN SEARCH INTEResT? Exercising indoors helps people cope during the lockdown Articles from the media encouraging people to workout at home Free Workout Videos Avaliable To Follow During Lockdown Source: ONS Opinions and Lifestyle Survey; Graph from BBC:"Coronavirus: Eight ways the lockdown has changed the UK”
  38. 38. How Are Consumers Behaving? Home workouts have been heavily encouraged through the media and free content which has meant that indoor exercise has become a popular activity during the lockdown. This has lead to a significant increase in search interest, particularly for the different types of workouts people can do. The average consumer is unaware of the best workouts for them and their goals; and therefore are looking to learn about this online. Brands can use this opportunity to build their following and encourage purchases from customers.
  39. 39. HOW TO BUILD CONVERTING CUSTOMERS BUILD A FOLLOWING BY PROVIDING INFORMATIVE CONTENT Video Marketing Social MediaBlogs ENCOURAGE YOUR CUSTOMERS TO CONVERT Highlight how your products can help the customers in their journey. Direct your customers to the product pages through links and CTA’s.
  40. 40. SEARCH INTEREST TRENDS IN THE
 HOME ENTERTAINMENT INDUSTRY
  41. 41. FILM STREAMING CONSUMPTION SAW AN INCREASE OF 51% TERMS LOOKING FOR MOVIE AND TV SHOW RECOMMENDATIONS SAW A 14% INCREASE SEARCHES FOR THE DIFFERENT STREAMING SERVICES HAD THE HIGHEST PEAK AT 73% ALL THE TYPES OF TERMS PEAKED DURING MID-MARCH AND THE BEGINNING OF APRIL
  42. 42. HOME ENTERTAINMENT INDUSTRY SEARCH TRENDS 0 20 40 60 80 04/02/2020 10/02/2020 16/02/2020 22/02/2020 28/02/2020 05/03/2020 11/03/2020 17/03/2020 23/03/2020 29/03/2020 04/04/2020 10/04/2020 16/04/2020 22/04/2020 28/04/2020 Streaming Services Generic Streaming Terms Recommendation Search Terms
  43. 43. HOW HAS THE MARKET BEEN IMPACTED? NETFLIX SIGN UPS HAVE BEEN MUCH HIGHER THAN EXPECTED THE UNPRECEDENTED LEVELS OF STREAMING IS STRAINING THE INTERNET RELEASING NEW AND ORIGINAL CONTENT ON THEIR PLATFORMS Paying customers gained from January to March Expected customers to join from January to March 15.8
 MILLION 7
 MILLIONVS
  44. 44. The Old Barn, 2 Cole Green, Hertford Hertfordshire, SG14 2NN (+44) 01438 870 220 hello@honchosearch.com honchosearch.com @ CONTACT US

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