What changes did Google notice in Thailand’s web searches last year?

US multinational Google last year identified a substantial change in consumer trends in Thailand based on web searches conducted last year.

The world’s favourite web browser discovered a change of direction in Thailand’s search engines which were split into three categories or trends in Google’s “Year in Search 2022 – Thailand” report, which opened a window into consumers’ behaviour.

They were: Thai people cherishing their own identities and lifestyles, paying attention to economic circumstances, and finding ways to create joy, reported Bangkok Post.

“Equal marriage,” “LGBTQ,” “trustworthy,” “inflation,” Y2K,” and “finding joy,” were just a few of the popular words or phrases Googled by Thais last year.

Google Thailand Country Marketing Manager Saranee Boonritthongchai said the global giant had noticed huge changes in consumer behaviours and key trends.

“The report could help brands and marketers identify their marketing strategies for 2023.”

“Soul searching” was the first trend the report discovered.

The report said…

“After three years of changes and uncertainties brought on by the pandemic, Thais are embracing diverse identities without being limited by other factors.

“As a result, search interest in “equal marriage” surged by 800%, while search interest in “LGBTQ” shot up by 110%.

“Thais are also seeking a harmony between work and home life, as search interest in ‘work-life balance’ rose by 100%. They are also interested in global trends. Nostalgia saw the return of ‘Y2K’ globally, prompting 370% search growth of the trend in Thailand.

“Brands must develop inclusive marketing and think of consumers as individuals with richly layered identities when crafting stories and conversations to engage them.

“As people increasingly search with images and text together, investing in compelling image assets can supercharge brands by creating new opportunities to respond to people’s diverse identities and needs.”

The second trend identified by Google was “value hunting,” as Thais reassess their priorities and focus on economic trends and cost of living, as evidenced by a 140% increase in searches for “inflation.”

Consumers are also being more cautious in their purchasing decisions, reflected in a 100% increase in searches for “pay later.”

The report also notes that trust in a brand plays a significant role in consumer decision-making, with a 30% increase in searches for “trustworthy” brands.

The third trend identified by the report was “finding joy,” as Thais seek ways to treat themselves and make up for lost time through revenge spending. This is reflected in a 110% increase in searches for “barbecue restaurant near me” and an 80% increase in searches for “golf course near me.”

Additionally, there is a growing desire to travel internationally, as indicated by a 100% increase in searches for overseas tours. People are also looking for ways to combine the convenience of online with the in-person experience, resulting in a 70% increase in searches for “restaurant reservations” and a 60% increase in searches for “reserving queue.”

The report said…

“As Thailand’s digital economy approached US$35 billion in 2022, we see rising search interest for services like telehealth and instant delivery.”

Furthermore, live concerts and social experiences, such as group cooking and dining together, have returned.

“Thais are planning these activities online, suggesting their offline and online lives are now fully merged.”