While cricket continues to captivate Indians, the latest 'India in Search' report by Kantar shows notable increases across various topics, with women’s cricket seeing a significant surge of 103% in searches.
The study, which spanned November 2023 to October 2024, indicates cricket maintains its position as the dominant sport, reaching 220 million average monthly online queries. Yet, it also highlights the rising interest in women’s cricket, underpinning changing societal attitudes and increased visibility for female athletes.
Kantar analyzed searches across over 400 topics, categorizing them based on historical data, volume, and growth to provide insights across several categories including sports, entertainment, health, and more.
Alongside cricket, other sports like kabaddi and hockey are also gaining traction, reporting increases of 75% and 40%, respectively. This suggests not only cricket's enduring popularity but also the growing sports culture within India.
On the entertainment front, interest is shifting. While thrillers and horror genres gained popularity, traditional action films seem to be declining. Concerts are also experiencing heightened interest, with searches for major events like Coldplay and Taylor Swift increasing by 43%.
A concerning trend emerges from the data, indicating 7.96 million average monthly searches for pirated content, which grew by 12%. This points to the continuing allure of free content amid rising subscription costs for legitimate platforms.
Mobile phones commanded astounding attention, with searches for 'Pro' versions of devices soaring by 418%. With Chinese brands dominating 52% of the smartphone market searches, popular models include the Redmi 13C 5G, which saw remarkable search volume growth.
The health category reflects growing consumer awareness. Searches for sensitive skin products and pregnancy care demonstrate increasing health consciousness, alongside rising queries about nutrition and fitness. Fitness apps also reveal users' preferences, with searches climbing by 12% compared to personal trainers, hinting at technology's role in modern health management.
News consumption saw dynamic trends as users closely followed notable events, from the passing of respected businessman Ratan Tata to updates surrounding astronaut Sunita Williams. The 2024 general elections spurred greater interest, as citizens pursued independent and digital-first news sources for varied perspectives.
Dining searches have doubled, indicating Indian consumers are increasingly exploring unique culinary experiences, particularly fine dining, reflective of growing discretionary spending capabilities. Offbeat travel destinations, especially Lakshadweep, have captured attention, showcasing Indians' desire for fresh experiences.
The rise of influencer culture cannot be overlooked. Searches for fashion influencers soared by 360%, indicating their significant impact on consumer behavior and trends. With younger generations, particularly Gen Z, becoming influential online, the market for children’s products continues to expand as parents prioritize quality and luxury.
Finally, environmental awareness played a significant role, with related searches among Indian users showing increasing recognition of sustainable practices. Overall, the 2024 Google search trends paint a picture of changing dynamics—reflecting cultural shifts, growing interests, and the evolution of consumer priorities across India.