Google predicts four permanent changes brought about by the epidemic

Since the outbreak of the epidemic, consumers' shopping behaviors have changed, and many companies have also changed the way they do business . In a new report, Google cited some search data and predicted that these four changes in consumer behaviors and business development models will remain permanent.

1. Online shopping becomes the norm

E-commerce has taken off during the pandemic, with some people shopping online for the first time out of necessity. Google noted an increase in shopping activity for items people wouldn’t normally buy online.

There has been a significant increase in the number of people willing to buy groceries, clothes and even cars online. For example, nearly 10% of cars were sold online in the first six months of 2020, compared to just 1% in all of 2018 .

Additionally, brick-and-mortar businesses have had to pivot to offering options like local delivery and curbside pickup. These new, more convenient shopping habits may not disappear after the pandemic.

2. The ability to understand consumer behavior continues to improve

Consumer habits are evolving at a frantic pace during the pandemic, forcing businesses to better track real-time information and react quickly to data .

Consumer shopping habits have changed , and more consumers are using Google Search to find out which businesses have inventory before they go to the store . In addition, Google mentioned data from the first few months of the pandemic, in the United States, searches for "who has" and "has inventory" increased by more than 8,000% year- on- year.

As the pandemic continues to take a toll on personal income, many consumers are starting to save more and spend less on non-essential items.

Google cited data from a Kantar study that showed 71% of people in the G7 said their personal income had been or would be affected by the pandemic. The biggest impacts on personal income were in Italy ( 85 % ) , the United States ( 75% ) and Canada ( 75% ) .

A report from Boston Consulting Group found that among those who expect to change their spending habits, 29% said they would save more and 27% said they would spend less on non-essential items.

Consumer behavior throughout the pandemic shows that when something they rely on is taken away, consumers are keen to find alternatives. When schools closed, Google said searches for online learning increased 400% year-over-year. When gyms were forced to close, searches for fitness apps increased 200% year-over-year.

To better respond to rapid changes in consumer behavior, brands created real-time insight tracking, elevated insights across the enterprise, and established new processes to quickly act on findings.

3. Virtual events will continue

The pandemic forced the cancellation of all in-person events, which led marketing teams to turn to virtual events. While live events will eventually return, Google predicts they will look different.

Now that consumers have experienced the convenience of attending virtual events from their living rooms, live events will have to be great experiences to lure consumers back. As a result, Google expects virtual events to continue after the pandemic ends.

4. Working from home is here to stay

Google predicts that businesses will be forced to change traditional office working models.

Search and shopping data show that the shift to working from home was underway before the pandemic, and as people increasingly want to spend more time doing things that bring them joy, rather than commuting , office work patterns may have changed forever.

After the pandemic, companies will be better able to act and hold themselves to a higher standard only if they have more data and consumer signals . Looking ahead, it will be important to reimagine how to best meet consumer needs based on their shopping trends and behavioral changes .

Google

Consumer Behavior

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