Indians Wanting Extra For Immunity And E-Studying Throughout The Pandemic: Report

Bengaluru: In the past year, there has been a massive surge in physical fitness, financial investment, entertainment, and e-learning searches as people continued to seek shelter and work from home due to the ongoing Covid pandemic, a report revealed on Monday .

The InMobi report, titled Search in India-2021 Trends Report, presents insights into changing online behavior of internet users and their search preferences from data analyzed between April 2020 and June 2021.

During that period, there was a 125 percent increase in immunity-related searches, while home fitness-related searches, such as online dancing and home fitness, increased by 28 and 20 percent respectively.

Investment preference has shifted from physical assets to financial instruments over the past year, and an increased preference for using digital channels has been noted. Search queries in the asset management space increased 13-fold, while searches related to digital payments continued to increase by 12 percent.

“In recent years, the consumption of digital content has increased many times over. The pandemic has further accelerated digital adoption as people spend a lot of time on their PCs, phones, and tablet screens. These behavioral changes have opened new avenues for search advertising and it will perhaps be one of the most effective media for brands to reach the right audience, “said Rohit Dosi, director, Microsoft Advertising at InMobi, in a statement.

In addition, staying at home led to a surge in demand for hyperlocal delivery services. Search queries related to cake delivery increased 15x as people celebrated more at home.

With theaters closed, concerts suspended and people working from home, the search volume for entertainment and music content has also increased massively.

The keyword “Most Popular Netflix Series” was searched 28 times more often, while “Cricket Live Score” saw a 381-fold increase. Online game searches increased 52 percent.

In addition, there was a massive increase in search queries for educational and e-learning content. The search queries on the topic of “online learning” rose by 367 percent, while the search queries on the topic of “continuing education” rose by 103 percent.

“The massive shift in an individual’s online browsing and search pattern has paved the way for brands looking to invest in search advertising. Search as a digital medium has grown steadily across PCs and mobile devices in India, with search advertising accounting for around 25 percent of digital media spending. While some brands have already started using this medium to help them meet their larger business goals, others can use search advertising to create a smarter customer journey to reach the right audience with the right message, ”said Dosi.

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