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Google, via Think with Google, has published the first “What is Pakistan looking for?” report detailing the research habits of Pakistani citizens online and the evolution of their behavior.
For those who don’t know, Think with Google is a Consumer Insight tool that explores real-time data to provide insights into consumers’ research, buying and buying behaviors.
According to the report, in the past three years, the country’s digital population has increased by 68%, with 78 million users searching the web to watch, read, learn, buy or manage a business. He points out that the average Pakistani citizen is trying to make more informed decisions when it comes to shopping online. About 55% of buyers first search for a product, then visit YouTube or read reviews and understand user comments. Compared to last year, 81% of people would try to make more informed decisions, which means that they are not ready to compromise.
The general trend seems to be towards a positive image of the mind and the body. There has been a global jump of 1.5 times in searches related to “vegetarian cuisine”, a huge 189% growth in fitness related searches and a 175% increase in HIIT training searches on Youtube.
In addition, the Pakistanis are trying to be more environmentally friendly, which is commendable given the way our country was wrapped in smog last year. According to the report, users seem curious about the visible impact on air quality and pollution levels. Research interests for “clear sky” increased by 300%, “clean air” by 225% and “clear water” by 217%.
The ongoing pandemic has also had a major impact on the online behavior of users. About 73% of Pakistani internet users spend time on YouTube each month. There has been a 550% increase in searches for “online courses”, a 150% increase in searches for “with me” videos and a 144% increase in DIY tutorials.
The report aims to help brands understand what consumers are looking for. If you want to read the report, go to here.