Google, in its report, said that the combination of 2020 uncertainty and digital acceptance made faster this year made Indians use the time they spent online for the purpose of moving forward. The report also confirms the expansion of territories for new digital users in tier 2, tier 3, tier 4 regions and rural India. This, the company said, has led to an increase in the value of 3Vs, including Voice, Video and Vernacular.
As per the report, another significant change in user behavior is reflected in the unprecedented rise in “read” queries, which Google claims is more than 30% year-on-year. The company says ‘Learning anything, anywhere’ is one of three major changes in user behavior that have emerged in terms of search trends including Search and YouTube in 2020.
The company said that while there was a 140% increase in searches from all over India for “homework” in 2019, there was more than 85% growth in YoY in search for “online courses”, compared to the flat growth of the previous YoY. The report also said there was more than 50% YoY growth in Google’s “certification courses” search. Additionally, there has been a 65% increase in YoY growth in “how to sell online” and a 14x YoY increase in YouTube search for “online classes”.
The second major trend ‘Local first’ was the second major trend that emerged last year. Emphasizes increased demand and use of local language content and local knowledge. By 2020, Google Translate was used more than 17 billion times to translate web pages into Indic languages. In addition, the report noted that more than 90% of YouTube users prefer to view content in Indic languages. This year also saw the rise in demand for “local news” to keep an eye on developments in nearby user areas.
In addition, the report revealed that one-third of Google Assistant users in India used it in Indic language, while 4 out of 5 video searches in 2020 were Indian. Apart from this, there has been an 80% increase in YYY in “local news” searches and a 1.5x YoY increase in YouTube “search” searches compared to the actual growth last year.
Refined prices are the third largest trend the company has seen this year. Google has said that as life becomes a major concern, Indians have embraced a new commitment to try new things online with “300 doctoral consultations” growing by 300% last year led by Manipur, Bihar and Karnataka.
Google also said the need for connected devices saw a huge explosion of ‘second-hand’ laptops recording more than 60% increase in YoY Search queries. This user behavior is combined with their growing comfort of doing things online by more than 60% YoY in “how to pay online” searches compared to being flat last year.
In addition, the report states that about 70 percent of parents interested in online children’s education were willing to pay for it if they found it useful and that more than 45% growth of YoY in “Online store” searches compared to more growth last year.
“2020 has been a year of turmoil, resilience, and flexibility, for both business and consumers. It has also been the catalyst for a major shift, both in online consumer behavior and how businesses are committed to digital. The momentum is now set to increase and deepen this transformation, and rethink our business models, operations, solutions, marketing, and distribution to keep pace with the fastest growing digital users in India, ”Sanjay Gupta, Head of State and VP, Google India said at the event.