New Delhi: Kantar announced the release of its inaugural "India in Search" report, shedding light on the shifting digital habits of Indian consumers, particularly as they engage with Google search trends. The report, built upon comprehensive data analysis, reveals significant changes across 15 distinct categories, capturing the essence of how Indians are searching and what they are interested in.
One of the remarkable highlights of the report is the omnipresence of cricket, which continues to dominate Indian sports culture with 223.4 million average monthly searches. Yet, the findings indicate more than just the traditional preferences, as women's cricket has witnessed an impressive 103% increase in searches, signaling a vibrant shift within the sporting arena. Alongside cricket, other sports such as Kabaddi — which saw searches increase by 75% — and hockey, which rose by 40%, are also gaining traction, reflecting India's diversifying sports culture.
The report also paints the emergence of community sports, with new entrants like pickleball making their presence felt and inspiring more individuals to engage with physical activities. This indicates not only growth but also the community's increasing inclination toward varied sporting experiences.
When it concerns entertainment, Indian consumers are leaning more toward thrillers, crime, and horror genres, moving away from traditional action films. Live music has made a remarkable resurgence, with concert searches up by 43% for artists ranging from Coldplay and Taylor Swift to popular local musicians like Vijay Antony and Diljit Dosanjh. This speaks to the increasing desire for experiential and engaging entertainment activities.
The technological shift is equally palpable, especially within the mobile phone market. The data reveals Chinese mobile brands hold 52% of all smartphone brand searches across India, with the likes of Samsung, Vivo, and iPhone leading the volume. Among the fastest-growing models, the Redmi 13C 5G is dominating with 1 million searches, indicating the tech-savvy nature of Indian consumers who increasingly favor premium versions and features — the 'Pro' editions alone have seen search interest soar by 418%.
Health and wellness are no longer confined to mere physical ailments. There’s now a burgeoning focus on mental well-being and skin health, with sensitive skin solutions accumulating 5 million searches and pregnancy care garnering 2 million. The terrain of fitness is also shifting, as more individuals are opting for fitness apps (289K searches, +12%) over personal trainers (307K searches, +2%), representing the popular pivot toward digitalized health management.
Interestingly, the appetite for news and information is changing as well, with major headlines driving 41% of search queries. The public is actively pursuing updates on significant events, from the passing of public figures like Ratan Tata to major political developments due to the upcoming general elections. Consumers are balancing their media consumption, seeking diverse viewpoints by blending traditional news outlets with independent and digital-first platforms for real-time updates.
Travel preferences are also undergoing transformation, particularly with Indian travelers gravitating toward offbeat destinations. Searches for Lakshadweep have surged by 268% following recent diplomatic controversies, and international travel queries for places like Azerbaijan and Kazakhstan have seen similar spikes. The increasing interest indicates not just consumer curiosity but also a willingness to explore unique experiences.
Meanwhile, the children's product market is witnessing parents willing to indulge and invest extravagantly for their kids, focusing on quality and luxury, which showcases the changing trends of childrearing amid growing affluence.
Also noteworthy is the continued ascendancy of digital influencers. Searches for these personalities have outpaced those for traditional celebrities, as audiences exhibit greater interest and engagement with national figures and vloggers (3M searches, +47%) compared to their global counterparts (2M, +24%). This signifies the evolution of celebrity culture within the digital age.
Lastly, the beauty sector showcases significant growth, with searches for hair colors, serums, and gels seeing impressive spikes (715%, 419%, and 40%, respectively) — underlying the growing focus on personal aesthetics. Male grooming products centered around beard care show similar patterns, indicating men’s personal care interests’ rapid evolution.
Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division of Kantar, remarked, "The ‘India in Search' report offers invaluable insights... brands and marketers can... connect with their audiences..." The findings not only highlight the changing trends of Indian consumers but also serve as imperative guidance for businesses aiming to engage effectively and innovate strategies within this dynamic market.