Google Philippines reveals the top 3 categories in Filipino millennials' search behaviour

Filipino millennials are taking advantage of smartphone technology and internet access as they take on their journey to reaching their full potential, according to Google Trends. Seventy-five percent say they go online to look for information, 66% form decisions online by using Search, and 57% watch online videos to learn something new.

Google Trends data reveal that the top three adulting categories Filipino millennials searched for in the second quarter of 2017 are finance, vehicles, and real estate  The finance category, which covers loans and credit cards, saw a search growth of 24%. Vehicles had a 17% search growth while real estate had 16%. Other adulting categories include home and garden, baby, parenting and family, and job and careers. Adulting, a term commonly used by millennials, is a practice of making grown-up decisions.

Millennials are deeply involved in the Experience Economy, where rich experiences are valued over material possessions. They go for bigger and more adventurous travel bucket lists with the goal of building unique experiences. This is shown on Google Trends which reveals a 19% search growth for travel and tourism in the second quarter of 2017 with 52% of travel searches coming from mobile.

Restaurants also showed a 25% search growth driven by fastfood and restaurant reviews. Arts and entertainment, hobbies and leisure, and family and community are also among the most searched experience-related categories.

Aspiring to be makers

According to Global Web Index, an estimated 47% of Filipino millennials are non-TV to light-TV viewers who rely on other platforms for entertainment. Watching movies, listening to music, and catching TV shows on YouTube are the top ways millennials find inspiration to be creative.

 According to Google Philippines Industry Analyst Geia Lopez, brands should take on the role of enablers by providing millennials access to three things: adulthood, experiences, and creativity. “The choices and possibilities that millennials face are infinite. The challenge for brands is to make these three things accessible to millennials and make them feel confident and secure in the decisions they make to realize their objectives,” said Ms. Lopez.