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Google finds “hairy” Filipino search trends

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Google reports that Filipinos were particularly entangled with questions about hair for the last two quarters.Google data since February revealed that the Philippines ranked second in Southeast Asia next to Singapore when it comes to hair questions on Google Search. Hard numbers were not given but Google has this graph to visualize the trend.Filipinos were curious about trying new haircuts, with “Short haircut” and “undercut” among the trending queries. They are also exploring new hair colors like the bold “ombre” style and pastel shades.The latest celebrity hairstyles are also on their search agenda, such as Sarah Geronimo’s cropped do and One Direction star Zayn Malik’s edgy undercut.Google also found that Filipinos were also looking for answers about hair problems like “dry hair” and “fly away hair.” Hair treatments that trended include “neem leaves” and “hot oil,” while “hair grower” solutions and “hair transplant” were among the top keywords for hair loss queries.With Filipinos paying more attention to hair and turning to search for answers, Ryan Morales, Google Philippines country marketing manager, recommends brands to pay attention, especially for those targeting the female market.Citing a 2012 report from TNS, Google said that 34% of Filipino women used search engines when they researched for the last hair product they bought. They also use an average of 5 information sources to make hair care purchase decisions.In comparison, 18% turn to search engines for information while 29% use it as a springboard to reach specific websites.“Using Google Search connects people to the most relevant information related to the things they need. But more than access to the items important to their search terms, it is about allowing people to make informed-decisions regarding their everyday, ordinary concerns,” Morales explains.“This list helps us visualize what particular topics keep people online, aiding marketers in gathering consumer interests so they can better strategize how to position their products,” he adds.

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