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The Winners And Losers Of Lockdowns in Australia - According To Google Search Data

The Winners and Losers of Lock Down in Australia ACCORDING TO GO OGLE SEARCH DATA As the Australian community held their collective breath in response to the Covid-19 outbreak in the first quarter of 2020, many business owners understandably feared this could be the writing on the wall for them. However, whilst lockdown measures The following data compares pre and post Covid-19 monthly search volumes (how many times that phrase is typed into Google.com.au) for a specific set of keywords relating to a broad range of industries. Data is compared for various year on year calendar months to rule out to contain the pandemic undoubtedly wreaked havoc on the Australian economy, some industries appeared to have experienced a boom in demand according to Google search volumes, whilst sadly others worst seasonality effects. fears have been realised. Naturally lockdowns made it impossible for some industries to operate, however they have been included to illustrate the significant declines in revenue that must have been felt based on pre-Covid search volumes. Home and Construction The Government's HomeBuilder scheme, designed to soften the impact of the Pandemic on the construction industry, created huge search interest - with significant spikes in search volumes after the announcement made on June 4 2020 including a 1021% increase for searches for "home builders" in June 2020. "Kitchen Renovations" “New Homes" "Home Builders" +123% +128% +1021% 8,100 → 18,100 2,900 → 6,600 6,600 → 74,000 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES June 2019 June 2020 June 2019 June 2020 June 2019 June 2020 Travel Without doubt the industry hardest hit by the pandemic, travel related keywords saw significant declines in search volume year on year. However, some keywords related to domestic travel, including "caravans", experienced huge growth from 2019 to 2020 as Australians holidayed locally in greater numbers. "Cruises" "Flights" "Caravans" -63% - 45% +82% 60,500 → 14,800 201,000- SEARCHES → 74,000 > 40,500 22,200 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES January 2019 January 2020 January 2019 January 2020 June 2019 June 2020 Retail Seemingly, lockdowns did little to dampen consumer demand in the retail sector, with instances of keywords relating to online retail experiencing triple digit growth year-on-year. Conversely, phrases related to traditional bricks and mortar stores saw significant declines. Sadly, the phrase "breaking a commercial lease" saw a 200% spike in searches year on year in April 2020. a "Online Shopping" "Amazon" "Shopping Centres Near Me" +123% +122% -63% 27,100 > 60,500 550,000 > 1,220,000 40,500 SEARCHES → 14,800 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES April 2019 April 2020 April 2019 April 2020 April 2019 April 2020 Hospitality Naturally, with most Australians unable to leave their homes during the height of lockdowns, food delivery searches spiked year on year, whilst restaurants, cafes and other hospitality businesses undoubtedly did it tough. "Food Delivery" "Restaurants Near Me" "Pubs Near Me" +124% -75% -93% 18,100 40,500 368,000 → 90,500 SEARCHES 90,500 → 6,600 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES April 2019 April 2020 April 2019 April 2020 April 2019 April 2020 Interstate Migration Whether due to its relatively strong record in managing the Covid-19 virus, or the rise of remote working arrangements, there were clear spikes in search interest for leaving Victoria and moving to sunny Queensland in the second half of 2020. "Leaving Melbourne" "Moving to Queensland" +1500% +1365% 20 320 40 590 SEARCHES SEARCHES SEARCHES SEARCHES August 2019 August 2020 August 2019 August 2020 This is also backed up by search volumes on a state by state level for "interstate removalists" - a clear indicator of an increase in Victorians packing up and heading North. "Interstate Removalists "Interstate Removalists "Interstate Removalists Within QLD" Within NSW" Within VIC" +90% 1,000 1,000 SEARCHES → 1,600 → 1,900 1,600 1,000 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES September 2019 September 2020 September 2019 September 2020 September 2019 September 2020 Entertainment With patrons unable to attend the cinema during the height of lockdown, “Netflix" recorded an 83% year on year increase in searches April 2020. This rise was mirrored by a 98% decline in people searching for "cinemas near me". NETFLIX "Netflix" "Cinemas Near Me" +83% -98% 1,830,000 3,350,000 90,500 SEARCHES → 1,900 SEARCHES SEARCHES SEARCHES April 2019 April 2020 April 2019 April 2020 Working Arrangements As millions of Australians were forced to work from home at various stages throughout the past 12 months, it comes as little surprise that searches for "train times" dropped 84% year on year whilst searches for "Zoom" increased 4427%. What is interesting however, is that searches for "train times" are still down 33% in March 2021 compared to the same period in 2019 - perhaps indicative of a sustained shift to remote working, or alternatively a general avoidance of crowded public transport. Zoom "Train Times" "Zoom" -84% +4427% 135,000 SEARCHES → 22,000 90,500 → 1,900 SEARCHES SEARCHES SEARCHES April 2019 April 2020 April 2019 April 2020 Australian Made Our appetite for locally made products reached an all time high in May 2020, most likely as a result of increasing international trade tensions and allegations surrounding the origin of the pandemic. Searches for "Australian made" grew "Australian Made" +311% 311% year on year and have continued to remain strong since, with March 2021 searches for this keyword up 83% over the same period in 2019. → 18,100 SEARCHES 4,400 SEARCHES May 2019 May 2020 Employment Despite a substantial number of reported job losses, searches related to job seeking didn't show any significant spikes in search volume post April 2020. In fact, searches for Australia's biggest jobs website 'Seek' saw a small 12% year on year decline in the second quarter of 2020 before returning to normal levels in January 2021- perhaps illustrating the value of the Jobseeker / Jobkeeper initiatives. The option of withdrawing superannuation was clearly well received by Aussies, with a 1,985% increase in searches for "access superannuation" in April 2020. seek "Jobs" "Seek" "Access Superannuation" -12% +1,985% 181,500 181,500 4,830,000 SEARCHES →4,220,000 1,300 SEARCHES → 27,100 SEARCHES SEARCHES SEARCHES SEARCHES 2nd Quater 2019 2nd Quater 2020 2nd Quater 2019 2nd Quater 2020 April 2019 April 2020 Health and Fitness As one of only a few approved reasons for leaving the house during lockdown, exercise suddenly became attractive for many Australians, confirmed by significant rises in search volumes for "bikes" (+234%) & "running shoes" (+173%) in April of 2020. For those who wanted to keep fit at home, treadmills were a popular option with April 2020 showing a 513% increase in search volume. "Bikes" "Running Shoes" "Treadmills" "Gyms Near Me" +234% +173% +514% -84% 27,100 90,500 90,900 SEARCHES →27,100 SEARCHES 22,000 > 135,000 90,500 SEARCHES → 14,800 SEARCHES SEARCHES SEARCHES SEARCHES SEARCHES April 2019 April 2020 April 2019 April 2020 April 2019 April 2020 April 2019 April 2020 Toilet Paper Yes, toilet paper gets its own section in this report - with an astronomical spike in searches in March 2020 topping out at 1.2 million searches (compared to just 4,400 the year before). The phrase 'toilet paper alternatives' also saw a massive increase over the same period with 18,100 searches. "Toilet Paper" "Toilet Paper Alternatives" +27,627% +36,100% 4,400 → 1,220,000 50 → 18,100 SEARCHES SEARCHES SEARCHES SEARCHES March 2019 March 2020 March 2019 March 2020 JARED BENNETT www.jaredbennett.com.au SEARCH ENGINE OPTIMISATION

The Winners And Losers Of Lockdowns in Australia - According To Google Search Data

shared by jared6 on Jun 01
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The idea for this infographic was developed after anecdotal evidence, in my role as an SEO Consultant in Brisbane, was uncovered. Clients were reporting large increases in demand despite restrictive l...

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