Australians are on the hunt for value but will occasionally treat themselves to something a bit nicer and pricier, despite increased concerns about the cost of living.
Data gleaned from Google Search Trends in Australia from September 2021 to September last year showed that Aussie consumers are more mindful of value.
Search interest in “why is ____ expensive,” for example, was up more than 40 per cent. Search interest for terms containing “compare” and “best deal” also grew by more than 20 per cent. However, while Australians were aware that stuff is getting more expensive, it appears that we did not know with search interest in “inflation meaning” growing by as much as 230 per cent.
With that being said, searches for “luxury bag” grew by 40 per cent, while searches for “all-inclusive resorts” more than doubled. Searches for “same day delivery” grew by 215 per cent.
Aussies are also a bit fed up with work — quelle surprise. Searches for “signs of burnout” more than doubled and “work life balance” grew by 30 per cent. Searches for “pay rise” jumped by 70 per cent and “side hustle” was up by 30 per cent.
Searches for “Indigenous voice” grew by a whopping 200 per cent.
“2022 was a year in which Australians evaluated what was important to them and adapted to new conditions. On the one hand Australians have been focused on value, but on the other they’ve also been splurging every now and then — while also reflecting on their place in the world. People turn to Search to answer questions big and small. Understanding what matters most to people is critical for businesses and how they can shape the consumer journey to drive business impact,” said Rachael Powell, head of insights at Google Australia.
Google reckons that brands should look to adopt “inclusive marketing strategies” and use a blend of “traditional” search best practices and AI to quickly jump on price changes and deliver good content to users.
