Year In Search: An Overview of What People Searched for in The Philippines In 2022

We’re back with another segment of Google 2022 Search Report. In our previous blogs, we analyzed the search trends in India, Hong Kong, and Australia & New Zealand. In our today’s blog, let’s see how the search trends have picked up in the Philippines 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 Philippines market.

1. Cultural Identity

As far as culture is concerned, Filipinos seemed to be gravitating toward cultural mixing with searches around Asian cuisine and Japanese restaurant growing by over 40%.

However, at the same time, Filipinos also brought back locally relevant fashion trends and stuck to their roots. This is evident from the search interest in “filipiniana” growing by over 30% in the past year.

Also, search interest in “ppop” or “Philippine Pop” surged by 20%, which highlights the growing inclination of Filipinos toward their culture and home-grown talent.

2. Personal Identity

More than ever, people are embracing diverse lifestyles, with Gen Z leading the way in standing up for their personal brand and crafting their own identities.

This trend was also seen in the Philippines with Filipinos looking to become more aware of their surrounding and seeking a greater degree of knowledge about people around them. This was best exemplified by the 40% rise in searches on “genderqueer”.

Similarly, search interest in “solo parent” and “social equality” surged by 80% and 50%, respectively.

3. Professional Identity

Just like in India, people in the Philippines are also increasingly exploring the value that they bring to the job market, which is evident from a growing interest in searches around “salary negotiation”, which rose by 50%.

Also, the growing number of opportunities in today’s job market has motivated Filipinos to think about new jobs and working styles, which is clear from a 500% increase in searches around “quiet quitting”.

Similarly, search interest in “great resignation” rose by 25%, which suggests that Filipinos aren’t as concerned about switching to other jobs as long as they can find favorable working conditions. This also explains the growing search interest around “freelance” and “business idea”, with each of them growing by 40% and 20%, respectively.

4. Value Hunting

As inflation rises, Filipinos are reassessing the cost of things. They’re looking at not only the sticker price but also what they consider to be of value. For instance, people are being more pragmatic and focusing on the essentials, with 40% of consumers making fewer impulse purchases and prioritizing needs over wants.

Along the way, people are discovering that wallet-friendly options like second-hand clothing don’t just save money; they can also help to save the environment.

5. Economic Literacy

As the global economy remains uncertain, people are looking for information to increase their financial and economic literacy, from learning about the causes of rising prices to emerging investment trends, to make decisions that count.

Therefore, it comes as no surprise that Filipinos are trying to find out more about cryptocurrencies. Also, search interest around “when to buy” and “when to sell” has increased by a substantial 40%.

Bottom Line

More than any other country in Southeast Asia, Filipinos had leaned into Google Search in 2022 twice as much as they had pre-pandemic. Their searches point to how Filipinos are standing their ground amid sustained waves of uncertainty.

Marketers need to look into these search trends to understand evolving consumer trends and identify the growing consumer needs, not only in the Philippines but across the entire APAC region.

To delve deeper into the findings of the report, download the full report by clicking here.