Google Search Trends Since Covid-19: Why So Much Toilet Paper?
Google Trends is a tool that allows us to see from a top level exactly what people are punching into their search bars most. Normally this is seasonal and relatively predictable and search terms such as MyGov, Coles, Woolworths, Ebay, and Amazon consistently top the list of trends. Let’s take a look at how Covid-19 has shaken this list up and if it’s managed to knock any of these giants off their perch.
Toilet Paper Up 3,400%
More people in Australia have Googled toilet paper in the last 60 days than in the history of the world. With a 3,400% increase we can only assume that Kleenex and co wiped their ar$e with their previous quarters sale figures and sold exponentially more rolls of white gold than they could have ever predicted. Further to this, the search phrase ‘toilet’ saw a 700% increase in the same period, one can only think that in the last 2 weeks if we were not actively wiping we were researching the platform on which facilitates the need for wiping. Make of this what you will, from what I can see it seems that when the world economy goes in the toilet, so do our minds.
UGG Boots Up 250%
Let’s be honest, UGG does not exactly have the best reputation. If I was to run a focus group on what words people associate with UGG’s I dare say the common one’s would be sick days, unemployment and daytime TV. Interestingly enough, the brand has seen a healthy increase in the last 60 days. This is likely in part due to the fact it’s getting a little chilly outside, but I think it is also likely due to the fact we are stuck at home, which means we aren’t exactly dressing to impress. Luckily Zoom meetings only show the upper part of your torso and head, meaning anything below the belt is invisible. This enables a fine suit jacket to be paired with those elasticless undies you should have thrown out months ago and of course that new pair of UGG’s you got online.
Knitting Up 200%
I did not pen 2020 as the year knitting would make a comeback. I suppose with winter approaching and online delivery times taking forever maybe it’s faster to knit your own jumper than buy one? Judging by this increase in volume, knitting has potentially opened itself to new demographics other than the old granny knitting away on a rocking chair. It is also interesting to speculate that the vast majority of these searchers would of been conducted by female users, making the statistic even more shocking when putting it up against other unisex product categories that have more mass appeal. A good time for woolen jumpers.
Paper Up 140%
I mean most people are working from home, so maybe we are all printing documents from home? But then who actually uses paper anymore? This one is weird, because assumedly when you buy paper and write on it or print it, you can’t share it with anyone unless you scan it, mail it, or scrunch it up in a ball and throw it at someone. Another likely cause could be having the little ones at home from school, the continuous worksheets that are single handedly decimating the Amazon Rainforest — this is the real reason the kids are going back to school. You see, this is the advantage of something like computers, instant information sharing. I suppose in uncertain times, humans like the tangibility of paper, so they bypass the inherent limitations that physical documentation has. The more likely scenario is that I am just looking way too much into it.
How To 60%
Search terms like ‘how to cut my own hair’ and ‘how to make bread’ have really come into their own since isolation. This is interesting as before Covid-19 cutting your own hair was maybe what you did if you were fulfilling a bet that you lost or were on an exceptionally stringent saving plan, now apparently it’s the norm. Similar to the bread making thing, 3 months ago, who had time for that? Apparently 60% less of us.
Final Thoughts
As we return back to some semblance of normality here in Australia it will be interesting to see how these trends continue to change. We will continue to track any changes and share anything interesting across our Sprint Digital Facebook, Instagram and LinkedIn. Stay safe and keep searching!
