A Summary of Search Trends in the time of Covid-19

Microsoft recently released the Search Trends in the time of Covid-19 report, this has been published in July 2020 and shared by Simon Jacobson, Microsoft UK Business Lead.  

Below is the link to the full report which is 44 pages long.  I am going to help to summarise the key findings from the report and focus on the  key UK and US trends.

The full report can be found here - https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/ebook/2020/07-july/search-in-time-of-covid19/microsoft-advertising-search-trends-in-the-time-of-covid19-july2020.pdf

The report focuses on how consumers have turned to search to explore, discover and purchase key necessities from March through to July. The report is broken down into three core phases.

1. RESPOND - navigating the now

2. RECOVER - planning the come back

3. REIMAGINE - shaping the new normal

The Microsoft research shows an 'increase in desktop usage' and 'strong search volume growth.'

Microsoft Sector Analysis shows - 

Travel - key insight reveals the 'US and UK digital travel sales in 2020 will fall by 50% YOY.  As there will be less time spent on leisure and business travel it will take until 2022 for sales to reach pre-pandemic levels. Microsoft report in late June there have been 'early signs of recovery across some travel subcategories.' 

Source: eMarketer | travel Times of COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

Retail -  the home, food, grocery, consumer electronics and grocery categories gained the most search volume post lockdown in the first edition of the report.  Microsoft has reported a softening of this but witnessed high search volume levels which are higher than before the outbreak.  Potential reasons could be people are avoiding public places still, a potential acceleration in online shopping adoption and potential signs of lasting consumer behaviour.

Source: eMarketer | travel Times of COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

Grocery Shoppers - The Microsoft report shows 40% of digital grocery shoppers never used online shopping pre-pandemic lockdown. Separate research surveys show 68% of new grocery eCommerce shoppers have the intention to continue to shop online in the future.

Amazon Prime data showed an increase in 20% to 32% of people purchasing home furniture and appliances from February to June.

Source: eMarketer | Mobile Shopping Gains Are Likely to Stick in the Future (link) Source: eMarketer | Digital Purchases during COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

 Additional insight which can be found in the report include -

• A 12% increase in search volume for buy online and pick up in-store (BOPIS) post lockdown, in the US
• The apparel online sector is forecasted to grow +8% in 2020, albeit, the industry could see a -20% decline
• In the automotive sector, whilst search volumes are bouncing back.  The BCG automotive and macroeconomics team forecast sales will decrease by 14%-22% across China, US and European markets in 2020
• A UK micro trend is the increase in pet insurance searches after lockdown as people started to adopt pets
• There was an increase in demand for remote collaboration software.  A Microsoft Teams study revealed there were 22% more short  30 minute meetings, 11% fewer long meetings (more than an hour) and a 72% increase in instant messages.
• Below is a graph of the education sector, immediately after lockdown was introduced there was a spike in the demand for online education resources as children needed to be remotely educated.  Schools and Teachers shifted to remote education models. Microsoft reports there needs to be a deep transformation of education technology with a systematic shift from 'teaching to learning'.  This can be achieved through artificial intelligence (AI), a range of new devices and tools that will help transform the teacher-student-parent relationship.

Education Sector Search Volume Graph

Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020 Source: Schools after COVID-19: From a teaching culture to a learning culture (link)

The top 10 jobs in-demand in todays economy are reported to become a:

1. Software Developer 

2. Sales Representative

3. Project Manager

4. IT administrator

5. Customer Service Specialist

6. Digital Marketing Specialist

7. IT Support / Help Desk

8. Data Analyst 

9. Financial Analyst

10. Graphic Designer

The Full report can be found here which shares insights on pivots that businesses can adapt to in Covid-19 and how these can help drive long term digital transformation.  The report includes analysis on digital advertising during a recession - https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/ebook/2020/07-july/search-in-time-of-covid19/microsoft-advertising-search-trends-in-the-time-of-covid19-july2020.pdf

Amazon, Apple, Facebook and Google are seen to pervade modern life - The Four Horsemen by Steve Galloway (with handy career tips)

The Four by Steve Galloway, most people have interacted with the big four within the past 24 hours.  The summary of the book shows how The Four have dominated the world.

Amazon, Apple, Facebook and Google are seen to pervade modern life.  Humans have needs and the four horsemen (referred to by the author) seek to satisfy these needs.

Google - provider of endless information

Facebook - love and networking

Apple - sex appeal and luxury

Amazon - fiction, food and books.

Ubiquity has changed the world people live in.  Amazon is the top choice for online purchases in the USA and this trend is moving in the same direction abroad. Amazon is the most profitable company ever.  1/6 of the world population is on FB and Google owns knowledge and responses.

The Big Four have changed and improved the world people live in.  They have created thousands of jobs and successfully fulfilled peoples needs.

Amazon appeals to stuff gathering instincts and consumption.  Amazon Prime memberships are on the rise, 56% of USA households owned a Prime Account.  Humans like to buy and hoard things and have consumerist instincts.  Amazon has capitalised on this and anything can be bought within a day.  Scale is the secret to the success of Amazon and their customers are in the millions.  Amazon are in the race to become the first trillion dollar company.

Apple appeals to the desire to be special.  Steve Jobs has become a tech icon, the MAC is cool.  Apple's profits set it apart.  Apple's luxury items allows people to feel stylish.  In line with Porche and Prada, Apple sells its products at premium prices.

Facebook fulfils social desire, it has 1.2 billion users and has more devotees than world religions.  Facebook fosters deep human desire and the need for social relationships allowing people to reconnect and nourish connections.  People attain the satisfaction of sociality.  Facebook uses personal data and provides personalised advertising solutions.  It connects the data and uses the data by advertisers.  Advertisers can deploy customised ads which can be targeted to specific audiences.  Facebook has low costs as content is created by users and it isn't a media outlet which would be expensive to create.  FB knows more about political views than any other company.  FB uses algorithms and can polarise society.

Google is said to be the modern day god - omniscient and omnipotent.  A digital god with an answer.  Google is all knowing, trust worthy and powerful.  We live in a world full of facts and Google has all the answers.  Users confide more in Google than any other company.  There are on average 3.5 billion search queries everyday and  Google raked in $36 billion dollars in 2016.  Google gathers all the information it can and provides key information.

The author talks about the concept of the brain, heart and loins.  Google and Amazon utilise the brain - providing costs and benefits of online purchases.  FB speaks the language of the heart due to peoples desire for rich social connections and Apple sells luxury and sexy products such as the iPhone.

The author further explore the factors needed to create the first trillion dollar company and explains there are 8 factors.  He also questions whether there could be a 5th horseman? Below are the factors a new 5th horseman would require:

T algorithm - 'Trillion'

1. Product differentiation - Apple iphone, Amazon can deliver in hours

2. Compelling vision - FB connects everyone one earth, Google organises all the information in the world

3. Global reach - partially digital product with positive image is needed to reach anyone, anywhere

4. Likeability - positive image

5. Vertical integration - a company must control different stages in the production process

6. Artificial intelligence, - data expertise is crucial and the four are data experts

7. Accelerant - attract top talent and accelerate a person's career

8. Geography - the four are near prestigious universities, for example, Stanford and Berkeley.  The 5th horseman would need to recruit the best and brightest.

Could Ali Baba, Uber or Microsoft become the 5th horsemen?

Ali Baba is a Chinese e-commerce company, it is the world's largest retailer with 1/2 billion active users.  However, Ali Baba does not have any global reach apart from in China. 

UBER has a fleet of 2 million strong drivers in 80 countries where this is the main mode of transportation.  UBER has successfully attracted investors and has data skills.  

Microsoft and Walmart - Walmart has 12,000 stores but this could be a destructive force.  Microsoft has huge assets in LinkedIn.

The author provides career advice and writes to succeed it is important to develop your personality, move to a city and pimp your career.

There are three personal qualities - 

1. Emotional maturity - workers are expected to handle a lot of information

2. Curiosity - constantly learn about new tools and qualities

3. Ownership - achieve personal tasks

It is important people seek to further their education and get certified as credential is what will set them apart.  Additionally, move to a city to find success, information, wealth and power as this is where the power is and where 90% of new jobs are.

Galloway writes 'find a platform and pimp your career' explaining The Four have shaped the world we live in, now that we know how the Four work make it work for you by learning how to thrive in the world they have created.

Follow your talent, what are you good at?  Commit to becoming great at it.  Go from good to great and love what you do.

You can also enjoy a video by the author here - 

Source: https://www.youtube.com/watch?v=n1xjdRRIzYw

Buy The Four by Scott Galloway here - https://www.amazon.co.uk/Four-Hidden-Amazon-Facebook-Google/dp/059307789X

The Happiness Advantage - Push Yourself Up

The Happiness Advantage by Shawn Achor conveys Happiness doesn't come from success, your success depends on your happiness. Adjust your perspective and notice the positive things that are already there.

Shawn Achor spent twelve years at Harvard University and is a world renowned expert in the connection between happiness and success. He has researched mindset which made the cover of Harvard Business Review.  Shawn has presented a TED talk which achieved over 13 million views.

The key concept of the book is that the happiness advantage will give you a performance edge.  It's not a coincedence your best work is done when you are happy.  A person's competitive advantage is their positivity, it includes showing appreciation and gratitude. 

Positivity exercises can include meditation, for example, monks were studied and their pre frontal cortex showed growth.  This indicated an increase in the monks happiness.  

Credit source: https://andreacollo.wordpress.com/2014/10/17/gonna-feel-happy-in-3-2-1/

There are a number of ways to achieve happiness.  Think about something you are looking forward to or think about your next holiday - these thoughts can increase your endorphin levels.

Enhance your performance by enhancing the mindset.  The words we use can alter the experience of pain and suffering.  We can change the way that we process the world and we can use the brain to experience hope, positivity and joy.  

Happiness and a positive mindset leads to true happiness and performance.  The more you believe in your ability to succeed the more you will.  It is important to train your brain to look for the positive as opposed to the negatives.  Understand the mind adopts patterns of the world.  

The Tetris effect or Tetris syndrome occurs when people devote a lot of time and attention to an activity that begins to pattern their thoughts, mental images and dreams. It takes its name from the video game Tetris. The negative Tetris effect verse the positive Tetris effect can impact an individuals mindset.  Individuals should actively seek positive experiences.  One way to direct focus is to write 3 good things that happened the day before (a joke, accomplishment, a connection.)  However, for long term effectiveness, consistency is needed.  Positive experiences improve the quality of your day and quality in performance.

The author advises individuals to change negative momentum to positive momentum - particularly after a crisis and adversity.  There are three potential outcomes.  Firstly, your mind produces no change, secondly your mind produces further negativity and thirdly you use adversity and failure to find a better path.  Our mind creates alternative scenarios of what just occurred.  You have the options of the ones you want to choose.

Success is about pushing yourself up, not falling down but falling up.  Gaining control and focussing on little changes helps make greatest improvements.  Those who believe they have power over their outcomes have higher achievement, outcomes and success at work.  This feeling of control can crumble as we focus on things we can't control.  Put your negativite emotions into words as this will help to diminish their power.  

Make an effort of the situations you can control and the things you can't.  Don't stress about the things you can't control.  Focus on what you can control.  Think of small successes which add up to major achievements.

Will power alone can not effect change, form good habits such as exercising refer to Steven Covey's 7 Habits of Highly Effective People blog post.  Will power is a limited resource and it can be depleted with over use.  

Successful people know their social interactions are valuable investments and results in social unity.  Social support and happiness are twice as highly correlated than the base line (Harvard Research.)

Leaders should invest in social atmospheres, research from MIT shows employees with strong bonds with managers perform better than weak bonds.  Its important to show gratitude by being personal and in front of others.

Into the future - you have the power to share the happiness with the world.  Take for example the 'yawning phenomenan' which is contagious. The happiness advantage benefits and spreads throughout our lives.  There is a ripple effect because mirror neurons in the brain help you to experience what others are experiencing, thus, the same applies to your mindset.  

These ripple effects can be so large and could cause a butterfly effect.  By focussing on small changes, you have the power to trigger and positively change the dynamics of a group and the world.

Watch Shawn Achor's video below - Happiness leads to success and in turn this increases business performance.  Shawn jokes he can't offer everyone a payrise, but he can show people how to be happy and successful.

You can buy the book here on Amazon 

The Happiness Advantage: The Seven Principles of Positive Psychology that Fuel Success and Performance

Research resources: https://www.shawnachor.com/