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Interest in health insurance for family grew by 44 per cent.
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The past year also saw a reexamination of lifestyle choices with people further prioritising quality time, family ties, and overall health and wellness. With many more brands and businesses selling products online as part of the omni channel push, people are also extending their demand for authenticity across their purchase journey with a 80 per cent growth in searches for a 'brand’s official store', 38 per cent growth in search interest in 'trusted website' and a 41 per cent increase in search interest in 'which brand is good' as people looked to build their consideration set for brands. In addition, there is an increasing interest in privacy with a 27 per cent increase in these searches, higher than APAC growth of 20 per cent. This is evident in an 80 per cent increase in searches for 'is it true' on various aspects of fact-checking, misinformation and fake news in 2021.
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Making more informed choices through SearchĪs people increase their reliance on the internet for navigating a blended life, they are also proactively seeking reassurance on the torrent of information they access, and becoming more conscious about online safety in 2021. Increasing user comfort with online commerce has led to a record 533 per cent growth in search interest for 'D2C brands' and a 55 per cent increase in 'virtual try on'. With intermittent mobility, the year saw an acceptance of a blended lifestyle with an approximately 350 per cent growth in interest in 'hybrid workplace' alongside an 80 per cent increase in 'online doctor consultation'. Along with convenience, brands will need to continuously build trust and confidence amongst their consumers as they make more choices and decisions online.”ĭeepening use of digital for hybrid lifestyles Businesses will need to take a proactive role in responding to this consumer transition that’s well underway by providing seamless paths to purchase across online and otherwise.
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As people become increasingly adept online, Search has become their ‘go-to’ for making sense of a hybrid world in which more and more services and solutions are also now online. Sapna Chadha, vice president, marketing, Google India and Southeast Asia, said, “This year’s report is headlined by a surge in searches across a spectrum of existing and emerging trends and provides a unique insight into the connected Indian’s preference for a digital-first life. The accelerated expansion of the internet user base in India over the past two years has also led to millions of new Google searches per day across user segments, channels, and needs making Search a key touchpoint for relevant and helpful information. (Image courtesy: iStock)From adapting to the abrupt constraints imposed by the outbreak of COVID-19 for maintaining continuity in how Indians lived, learned, shopped, and worked, today they have become adept at leveraging internet access to make more informed choices and better decisions, and seek support for their hybrid lifestyles, reveals Google annual Year in Search report for 2021.