In 2021, people in Latin America and around the world redesigned their lives. There were billions of questions and billions of searches. Google search data sheds light on shifts in priorities, cultural interests and habits, many of which are likely to last. Understanding this information can help our marketing strategies stay in line with what’s coming.

1. Together again. Although the world couldn’t wait to meet in person again, virtual social experiences never completely went away. The alternatives that served as stopgaps in 2020 still bring people together today, and brands have also helped people reconnect. Little by little, people picked their lives back up:

• +86% year-over-year increase in search interest for “restaurants open today” in Colombia. 

• +141% year-over-year increase in search interest for “birthday decorations” in Mexico. 

Remote get-togethers are here to stay. 

• +70% year-over-year increase in global searches containing “games with friends”, such as “online games with friends.”

• +80% increase in early 2021 in global searches containing “how to host”, such as “how to host a meeting.” 

2. The evolution of entertainment. While outdoor options never stopped being popular, interest in indoor attractions, such as live performances, grew steadily. For brands, this means new ways to reach receptive audiences. 

• +40% year-over-year increase in global searches containing “live music near me.” 

• +1150% year-over-year increase in search interest for “open movie theaters” in Argentina. 

3. New habits and skills. People make and break New Year’s resolutions every year. In 2021, however, search trends show that many people made small but meaningful changes,  to improve themselves over time, and brought brands along as allies in the process. Healthy habits went beyond food and exercise. 

• +40% year-over-year increase in global searches containing “fitness apps.” 

• +240% year-over-year increase in search interest for “healthy habits” in Peru. 

People set out to pick up skills of all kinds. 

• +50% year-over-year increase in global searches containing “painting for beginners.” 

• +106% year-over-year increase in search interest for “swimming lessons” in Mexico. 

4. Big changes. With the rise of the hybrid workplace, flexibility is no longer a perk; it’s now essential for work-life balance. This shift led people to take a fresh look at their homes and think about how to improve them. Remote work made people invest in their homes. 

• +400% year-over-year increase in global searches containing “budget small bathroom ideas.”

• +40% year-over-year increase in search interest for “modern TV stands” in Chile. 

People moved forward and made progress. 

• +200% year-over-year increase between August and October in global searches containing “calculator for home loan.” 

• +100% year-over-year increase in search interest for “youth employment” in Colombia. 

5. Sustainable living. More than 80% of people say sustainability matters more to them now than it did before the pandemic. By showing a positive impact, brands can help consumers choose their products with more confidence. Consumers looked for ways to be greener.

• +43% year-over-year increase in search interest for “recycle and reuse” in Mexico. 

• +100% year-over-year increase in search interest for “cruelty free” in Argentina. 

6. Behaviors that last. Once the upheaval of 2020 subsided, some trends proved useful enough to stay with us. Brands can offer people peace of mind by focusing on safety and keeping them informed so they can make better decisions. Some changes were so timely that they’re still with us. 

• +400% year-over-year increase in global searches containing “takeout restaurants.” 

• +70% year-over-year increase in global searches containing “order food delivery.” 

Travelers, cautiously, returned to the roads and the skies. 

• +100% year-over-year increase in global searches containing “weekend getaways near me.”

• +163% year-over-year increase in search interest for “for traveling” in Argentina. 

By analyzing this data, we can strengthen our future marketing planning. If you don’t have a development project lined up for your business in 2022 yet, contact us!

Source: Think With Google.