Mumbai: Digital adoption is no longer a mere consequence of the pandemic. It has become an integral part of life for many who took to the internet because of the unprecedented situation. “Brands, therefore, need to be, not just Covid-proof, but also future proof,” said Google industry head – telecom, media, and entertainment Siddharth Shekhar.
Shekhar was delivering the keynote address on ‘Decoding Current Digital Trends’ at the inaugural edition of the ‘Digital Brand Fest 2022’ being organised by Indiantelevision.com from 21 to 25 February 2022. The five-day virtual summit is presented by Voot. Interakt, Josh, and Pixis have joined as industry partners.
Sharing the findings of the Google annual ‘Year in Search 2021’ report, Shekhar outlined five key trends under the broad themes – ‘Digital Mainstreamed’, ‘Lives Re-examined’, ‘Bridging Distances’, ‘Truth Seekers’, and ‘Growing Inequalities’.
Digital Mainstreamed: Millions of consumers who migrated online in 2020 have demonstrated the staying power of digital from shopping to services to new users, who may have begun their online journeys due to necessity, now proactively deepening their usage. Speed, convenience, and price are some of the reasons why more consumers are now choosing a digital-first lifestyle, irrespective of offline mobility picking up.
In 2021 India posted higher digital adoption than other regions like the US, EU, and China. The country has 600 million smartphone users and their number is increasing by 25 million every quarter. Users accessed more than four industries through digital channels in 2021. 65 per cent of Indians went online to buy a product they previously bought in-store. Search interest in online shopping and D2C brands grew by 32 and 533 per cent, respectively. Time and cost-saving, flexible payment options, diversity of offerings, improved delivery services as well as ease of tracking were their primary motivation.
Search interest in virtual try-on increased by 55 per cent, while YouTube search interest in short video grew more than 100 per cent. “Among media consumption trends, streaming on CTV took off in a big way. Short-form videos became one of the largest sources of online entertainment. Even when people take a break from the screen, they are opting for formats like podcasts and audiobooks to stay informed and entertained. Live commerce is expanding its reach, with virtual try-ons becoming more common,” remarked Shekhar.
Lives Re-examined: As a result of introspection and revaluation of lifestyle choices and values, people are looking for more comfort in their personal and professional lives. They are placing more value on spending time with families which are echoed in their online searches.
Search interest in the hybrid workplaces also grew by 350 per cent as people consider returning to offices in a hybrid set-up. “Even as restrictions ease, a blended way of living is likely to stay. Trends point towards a semi-remote future of work with 70 per cent of organisations in India looking at hybrid work models,” Shekhar observed.
Holistic wellness with an emphasis on physical, emotional, and mental health is playing a bigger role in the decision-making process. There was an 80 per cent increase in search interest for online doctor consultation.
Bridging Distances: Covid 19 still being a top concern in APAC, people in India feel more cautious about resuming normal activities, as compared to the global average. With one in two Indians saying they will not host events at home, festivals are now going virtual.
“However, fears haven’t overtaken the need for personal connection and belonging. People are finding new ways to connect with each other,” shared Shekhar. “63 per cent users searched how to celebrate differently amid the pandemic, and some have also found new brands to help them do so.” This was also indicated by search interest in group orders growing by 85 per cent. Interest in virtual versions of offline activities also registered a 120 per cent increase.
Digital Brand Fest 2022: Decoding digital transformation for tech-led future
Truth Seekers: People have become more aware of the spread of false information. 80 per cent of those surveyed say it is now more important for them to have trusted sources of information, as compared to pre-covid times. Searches about frauds and scams have grown by up to 35 per cent; trusted websites were searched +38 per cent.
“Consumers want brands to be accountable and transparent at every step of the value chain. This is reflected in increased searches for delivery tracking and official stores (+80 per cent) of popular brands. They are doing extensive research prior to making a purchase. For as many as 31 per cent shoppers, authenticity is the key issue with online marketplaces.”
Growing Inequalities: “Dubbed as ‘inequality virus’, the pandemic has exposed many societal fractures along the lines of wealth, race, language, gender, and more. Not everyone has equal access to the support systems they need,” observed Shekhar.
Searches show the anxiety that consumers face when transacting in a foreign language. Up to 40 per cent say they won’t make a purchase unless they can access information in their local language. Search interest in songs and videos in local languages is also on the rise. Pandemic-induced unemployment in India has increased search interest in job security by 53 per cent. There was also a 38 per cent growth in searches for buy-now-pay-later financing options.
Summarising the marketing implications of these trends for brands, Shekhar suggested that “brands must move forward with digital as an elementary strategy and not a complementary one. This will entail solutions such as bringing the storefront closer to shoppers, agile omnichannel strategies, owned or D2C channels that enable the building of bespoke brands presence and experience, and tapping into the emotional value of digital to build customer loyalty by delivering at each touchpoint.”
As consumers are becoming increasingly concerned about privacy, ‘building trust as brand equity’ is now more important than ever. “Brands will need to use first-party data more effectively to find the right balance between privacy and personalised interactions while preparing their own digital ecosystem without third-party cookies,” noted Shekhar. He also advised businesses to “not let language be a barrier, and work towards closing technical, financial and accessibility gaps for consumers across the board.”
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