What do Singaporeans Search Online During Chinese New Year

Here is a piece of interesting information about Singaporeans. Based on last year data, 5 weeks before Chinese New Year (CNY), Singaporeans started to use Google Search or YouTube to look for these 3 interesting topics.

Do you know what they are?

Think about it. What are the most common things Singaporeans like to do? Food! Shop! and get Entertained! These are the 3 activities that spike during last year CNY.

Food – Singaporeans starts looking for recipes online. I think maybe because most shops are closed or we just want to impress our friends and relative and bond over food.

Next, Singaporeans like to search and shop online for clothes. This seems logical. For some of us, maybe we will see this relative once a year. Definitely, we want to look our best, right?

Finally, watching YouTube videos. Many people will start to watch Chinese New Year content or to check from “experts” if their zodiac character is good for the Lunar New Year based on Chinese Astrology.

Read the Press Release for more information.

Press Release

How Singaporeans are using Search and YouTube to celebrate Chinese New Year

Singapore, 9 January 2019 – Chinese New Year is one of the largest festive holidays in Singapore celebrated by the ethnic Chinese community who make up 76.1% 1 of Singapore population. New research has shown that 65% 2 of Singaporeans went online to prepare for this 15-day celebration last year, turning to Google Search and YouTube as main sources of information, inspiration and entertainment during this festive period.

Taking a closer look at consumers’ shopping patterns, online interest accelerated five weeks before Chinese New Year and peaked during the week itself, as users looked to Search and YouTube to make purchase decisions, do brand comparisons, search for beauty and food tutorials, and learn about festive traditions.

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“Chinese New Year is a precious time for the Chinese community to bond with their loved ones. We’re humbled that Singaporeans continue to rely on Search and YouTube to help them make the best of the festive holiday. From searching for the best deals for clothes to look their best, places to go and food to eat, we look forward to being present for Singaporeans as we welcome the Year of the Pig,” said Stephanie Davis, Country Director for Google Singapore.

Before we ring in the Year of the Pig, let us delve into Singaporeans’ digital behaviour as they turned to Search and YouTube to:

  • Insight #1. Search for recipes. Chinese New Year is truly a time for feasting. Hosting reunion dinners with delectable dishes for family and friends is an annual tradition, and Singaporeans actively searched online for new recipes and cooking tricks, resulting in a 30% 3 increase in recipe searches in 2018. Chinese New Year is also a time to experiment, with 53% 4 of Singaporeans indicating that they were willing to try new brands during this period, proving that this is an optimum period for new entrants to promote their products.
  • Insight #2. Dress to impress. House visits make a huge part of the New Year festivities, and Singaporeans want to look their best. There was a 46% 5 increase in searches of e-commerce brands during this period as Singaporeans looked to refresh their wardrobe. They also turned to video content to complete their outfits, with “nail” and “hair care” categories trending during Chinese New Year on YouTube, resulting in a 41% and 32% increase in watch time respectively, compared to the same period last year.
  • Insight #3. Get entertained and keep up with traditions. Singaporeans were hungry for content on YouTube as watching videos grew to become a communal activity among family and friends. Local viewers chalked up close to 2 million hours 6 of YouTube watch time on Chinese New Year content in 2018. Interestingly, watch time for Astrology content went up by 51% 7 as Singaporeans were eager to see if their stars aligned for the new year, while watch time for Chinese music videos also increased by 16% as they hummed along to fresh and familiar tunes.
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