Home » What are the trends to monitor in 2021? A new data-driven report

What are the trends to monitor in 2021? A new data-driven report

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The data-driven report developed by TD Reply using Quentin Search Data investigates how consumers are moving between the old and the new normal, and how companies can position themselves accordingly. The researchers used 1,000 keywords in 5 languages, analyzed on a monthly basis. The deviation results from the analysis of the previous period (2020 to 2019). Each keyword was given a weight (their index) and groups of keywords formed the 4 big thematic areas that were analyzed. Interestingly, in Europe searches for expressions such as “Covid-fake” and “Covid conspiracy” in their respective languages ​​peaked at different times in different countries. The German population questioned the pandemic from the start, while Italians and UK citizens only expressed doubts at a later time.

What the data say.

Online work, Internet shopping (+ 61% the online food index, while + 49% that of alcohol) and weddings celebrated on Zoom are the norm, but it has also emerged that maintaining relationships in real life remains a primary need. The research then revealed that the interest in digital entertainment (+ 61% the index of digital parties, + 41% that of videogames in Germany, Italy, United Kingdom and Spain) is dictated more by necessity than by a real question. Comparing them with the European average, online events (such as parties) have seen greater demand in the UK (+ 178%, over 7 times the Italian figure and double that of Germany); the Italians, on the other hand, were more interested in the online purchase of alcohol (+ 168%, in Germany + 29% and in the UK + 113%); finally, in Germany, the video game market grew more modestly (+ 32%) than in other European countries (+ 41% in Europe, +46% in Italy only). In 2020 the way to spend time was also reassessed free.

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Online cooking and teaching.

These were the main activities carried out at home: only in Italy the data were respectively equal to + 28% and + 69%. In particular, the Italian education index beat both the German (+ 42%) and the English (+ 45%). This was followed by home fitness activities (+ 212% in Europe), which attracted the largest number of people in our country (unlike what happened in Germany and the United Kingdom where the priority activities were those relating to mental health). Italians were the most interested in staying fit, with a 295% increase in search volumes for fitness.Consumers in Europe are also facing the impact of Covid-19 on their personal finances. With an increase of + 107%, Italians were the most interested in charitable donations compared to other European countries (average of 65% with a peak of 200% in April; Germany + 35% and UK + 61%). Furthermore, in response to persistent global uncertainty, research on hedge funds and ETFs have put their foot on the accelerator (+ 65% and + 82% in Italy compared to the European average of 74% and 20%, respectively), given the higher finding. control through active finance management, to position yourself securely in the future.

The indications of the Reply report.

In 2020, the mood of the European population alternated moments of fear and fatigue with moments of optimism and the desire to react. The main causes: vaccine rush, innovations in the field of digital connectivity, dynamism (or static nature) of governments and social changes.

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