Kantar, a advertising and marketing information and analytics firm, as we speak introduced the discharge of its inaugural ‘India in Search’ report, a complete evaluation, derived from information curation of Google search developments, additional analysed by mapping rising themes and matters in opposition to the Kantar pattern framework matrix.
The report reveals dynamic shifts throughout 15 classes and gives compelling insights on the connection between the developments and the folks driving them. It serves as a testomony to the colourful and ever-evolving panorama of India’s search behaviour, providing helpful views for companies and entrepreneurs.
Kantar’s ‘India in Search’ report offers the next highlights influencing advertising and marketing methods in India:
Key highlights:
Sports activities: Cricket continues to captivate the nation with 223.4 million common month-to-month searches, and a notable rise in curiosity in girls’s cricket, which noticed a 103% enhance in searches. Different sports activities like Kabaddi, Hockey, and eSports are gaining traction, with Kabaddi searches growing by 75% and Hockey by 40%, reflecting India’s increasing sports activities tradition. Moreover, neighborhood sports activities resembling Cricket, Badminton, and the brand new child on the block, Pickleball, have gotten Indians transferring this 12 months.
Leisure & Music: There’s a rising curiosity in thrillers, crime, and horror genres, whereas conventional motion motion pictures see a decline. Moreover, stay music and concert events are gaining popularity, with a 43% enhance in searches for occasions like Coldplay, Taylor Swift, Vijay Antony, and Diljit Dosanjh concert events.
Mobiles: Chinese language cell manufacturers account for 52% of all smartphone model searches in India. Samsung, Vivo, and iPhone drive the very best search quantity in 2024. The fastest-growing cellphone fashions embody Redmi 13C 5G with 1 million searches (+44K%), Nothing Cellphone 2A with 823K searches (+37%), and Motorola Edge 50 Fusion with 673K searches (+30%). Throughout manufacturers, “Professional” variations (8M) noticed a +418% enhance in search curiosity highlighting the Indian tech-savvy shopper’s desire for premium and feature-packed model.
Well being & Wellness: Well being searches are evolving past bodily illnesses to incorporate psychological wellbeing and pores and skin well being, with searches for delicate pores and skin options reaching 5 million and girls’s well being matters like being pregnant care garnering 2 million searches. There may be additionally a rising curiosity in vitamin, with growing searches for dietary supplements and pure meals sources. Weight problems and weight administration stay vital considerations, with customers turning to health apps (289K, +12%) greater than private trainers (307K, +2%) to study health.
Information: Main headlines and newest updates drive 41% of all searches. Shoppers actively comply with up on TV information tales, from Ratan Tata’s passing to Sunita Williams stranded in house. Curiosity in Sensex and NIFTY gas enterprise information consumption whereas political information curiosity surged attributable to normal elections in 2024. As audiences change into extra selective, they’re balancing mainstream media with impartial and digital-first sources to get a extra nuanced and real-time information expertise.
Experiences: Shoppers are letting their style buds discover varied eating experiences and purchasing melas. Dine-ins have had the largest share of searches and have doubled over the 12 months. Extra nuanced dine-in experiences resembling tremendous eating are pushed by the metros, particularly Bengaluru (416k, 104% progress).
Journey & Mobility: Offbeat locations are gaining recognition (49% progress) in searches. In India, Lakshadweep leads the pack with an enormous rise in curiosity (268% progress) generated publish the controversy involving Maldives. Worldwide journey can be on the rise, with searches for locations like Azerbaijan (268%) and Kazakhstan (226%) rising considerably. Neighborhood-based mobility choices like carpooling and bike leases are gaining popularity.
Kidsverse: Mother and father are more and more prepared to splurge to make sure their children obtain the perfect. As mother and father prioritise luxurious and well-being, the marketplace for high-quality youngsters’s merchandise continues to increase, showcasing a propensity for premium childrearing experiences.
Influencer & Celebrities: Searches for influencers and celebrities proceed to develop, with customers on the lookout for the most recent updates and developments. The information suggests sturdy fan following for digital personalities in equal and even larger proportions to actors and conventional celebrities. In Basic, Nationwide celebs, influencers and vloggers drove larger quantity (3M, +47%) than international celebs (2M, +24%) and regional celebs (754K, -11%).
Magnificence: Hair colours (+715%), hair serums (+419%), and hair gels (+40%) have all seen vital progress, reflecting a concentrate on aesthetics. Male grooming is essentially centered round beard care and grooming kits as items. Nonetheless, whereas intimate care stays a small class, it’s experiencing progress, hinting at increasing curiosity in males’s private care.
Soumya Mohanty, managing director and chief shopper officer- South Asia, Insights Division, Kantar mentioned, “The ‘India in Search’ report gives invaluable insights into the evolving search behaviours of Indian customers. By leveraging Kantar’s search and social analytics capabilities, manufacturers and entrepreneurs can higher join with their audiences and create extra impactful methods that resonate with the dynamic Indian market.”
Written with the View : afaqs