Consumer shift towards home-centric living expected to outlast lockdown and quarantine phases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 15, 2020, 1:24 AM UTC

Tools like Rising Retail Categories launched by Google can help track fast-changing behavioural trends. 

Google’s data suggests consumers’ shift towards home-centric living has been accelerated by COVID-19. Marie Gulin-Merle, vice president of Google’s global ads and marketing says some of the home-centric living trends rooted among consumers even before the pandemic, have seen a broader shift.

Searches for terms like “remote jobs” and “grocery delivery” increased 210% and 130% respectively over the last two years. DIY skills or convenient purchasing methods picked up during the quarantine are expected to have long-term effects on how consumers shop.

Gulin-Merle says, “We were already observing what we’ve described as ‘home centricity”. Data in social media ads and audio listening shows similar phases to Google’s predictions.” Consumer shift patterns followed the demand for information, relief, and focus on long-lasting productivity.

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