People are learning how to invest, with search interest in chung khoan (stocks) growing by over 106 percent last year. (Photo: VNA)The report uses anonymised search data to identify the topconsumer trends that will help guide businesses’ marketing strategy.
Google Search has become an indispensable part of people's dailyactivities during the pandemic, with the total number of searches rising by 37 percentin 2021 from before the pandemic.
Search interest in online purchases grew by over 42 percentalongside rising searches related to online shopping at major grocery stores.
Besides, users are exploiting the benefits of technology andapps in daily life, with search interest in online banking and applying forcards online rising by over 58 percent and 76 percent respectively, andinterest in reviews by 1,250 percent as people research online beforecommitting to a product or service.
Searches related to digital wallets and e-wallets increased by100 percent.
Vietnam has added eight million new digital consumers since thestart of the pandemic, with more than half coming from non-metro areas.
Gross merchandise value for 2021 is expected to hit 21 billion USD,a 31 percent jump underpinned by a 53 percent growth in e-commerce.
The rise in number of users pushed online by the pandemic meantbrands had to adapt and digitise at a scale and pace they had never planned foror expected.
In the next five years eight in 10 merchants expect more thanhalf of their sales to come online, and this is prompting many to gettech-savvy, with 81 percent of them likely to increase their use of digitalpayments in the next one to two years.
The report also pointed out that given the extended pandemic,Vietnamese are re-evaluating their values and lifestyle choices to seek greatercomfort and ease in their lives.
Emotional well-being is predicted to be a key focus for peoplein 2022 as they gravitate towards emotional acceptance and dedicating time tofeel.
In addition, even as restrictions ease, it seems a blended wayof living is likely to remain. Now that homes often double up as schools oroffices, consumers are taking this opportunity to reimagine their domestic spaces.Search interest in decor phòng (room decoration) has risen by 150 percent, withnen thom (scented candles) seeing 100 percent growth.
People are also changing the way they view their finances. Whilesome looked for ways to put their savings to work through investments, otherssearched for deals and discounts.
They are learning how to invest, with search interest in chứngkhoán (stocks) growing by over 106 percent, with the rural populationdemonstrating an especially keen interest in investing, while search interestin cryptocurrencies remained high and grew at 115 percent.
Also according to the report, with online misinformation anddata breaches on the rise, consumers are more sceptical than ever. Wary ofbeing misled and savvier about their choices, they are also more proactiveabout finding trustworthy sources, using Search to fact-check claims,scrutinise brand values, and ensure authenticity from the brands they choose toengage with.
Consumers today do not just check the list of ingredients on alabel, but also want brands to be accountable and transparent at every step oftheir value chain.
Instead of simply hoping that brands will be true to their word,consumers now expect brands to take proactive steps towards earning and keepingtheir trust./.
VNA
