People are Searching Online for Retail, Hospitality, Entertainment & Sports Experiences.

After feeling stir crazy, most people are enjoying actual face time with friends, family and co-workers. Spikes in online search topics point to experiences many consumers are seeking, and lots of people are in search of indoor and outdoor retail, hospitality, entertainment and sports experiences.

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Hospitality & Grooming Consumer Trends

Searches for “what time does the mall close” surged 700% in the second half of 2021 according to Google, indicating people are ready to get out and browse in stores again. And a growing number of consumers are in search of shops and brands aligned with their personal values. Nine times as many searches for ‘black owned shops’ occurred in 2021 compared to 2020, and more consumers are searching online for ethical retailers and brands.

Sources: Think with Google

Hospitality & Grooming Consumer Trends

Online search behavior indicates people are ready to celebrate, and search terms related to christenings, weddings, gender reveals, bridal showers and birthday parties are surging. In addition to a boom in searches for venues, party attire, cake and makeup artists, searches for ‘no beard filters’ are literally off the charts. Lots of men (and their loved ones) want to see how they will look in pictures without facial hair.

Sources: Think with Google

Entertainment & Recreation Consumer Trends

Many people are searching for fun places to go and get active with friends, but screen time is still at record highs. Many consumers are ready to cut the cord with traditional cable TV, and are tuning into streaming services and online sources for movies, sports, concerts, gaming, and ‘info-tainment’ through podcasts and videos on social media.

Source: Exploding Topics, e-marketer, Think with Google

Sports Consumer Trends

More people are watching traditional sports through mobile devices and streaming services, and interest is growing globally for new sports people are discovering online and on social media networks.

Sources: Exploding Topics, Deloitte

How Strategic Research Partners Inspire Brand Innovation and Growth

People’s lifestyles and values normally shift incrementally over a number of years, but the pandemic and social climate have significantly accelerated changes in consumer values and behavior. People want different in-person experiences today, and  Quantitative,  Qualitative, and Quick-Turn market research can give brands and businesses a deeper understanding of people’s motivations and priorities, and identify consumer trends that are likely to last.

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