Insight: Year in Search 2021: Philippines

MANILA, PHILIPPINES — This year, we accepted that the world as we knew it had been altered. We adapted to the idea of constant flux and recurring disruptions. We began taking slow, steady steps toward moving on and healing.

And through the changes, Filipinos kept searching. Every day, millions of Pinoys turn to the search bar to satisfy their curiosities and to deepen their knowledge. Collectively, these searches paint a picture that gives us unique insight into what we really care about.

Understanding consumers is at the heart of what we do as Marketers. But how do you begin making sense of the billions of searches that happen every year? Our Year in Search report uses search data to identify the top five consumer trends that will help shape your marketing strategy this year.


In 2021, digital became mainstream across our islands, helping people bridge physical distances. As the ripple effects of the pandemic continue to compound challenges, everything we once knew about our customers and their behaviors must be reexamined. From newfound priorities to increasing expectations of brand accountability, this new consumer climate is uncharted territory. It is a fascinating time that challenges every marketer to stay ahead of how consumers are growing and changing.

So, let’s learn from 2021 — because we need to look back in order to move forward.

From marketers to marketers.

From us to you:

  1. Trend 1: Digital mainstreamed
  2. Trend 2: Lives reexamined
  3. Trend 3: Bridging distances
  4. Trend 4: Truth seekers
  5. Trend 5: Growing inequalities

About the Author

Gabby Roxas, Google Philippines Country Marketing Head

Gabby Roxas is the Country Marketing Head of Google Philippines, overseeing all Marketing efforts covering both consumer and business segments. Gabby, a graduate of the Ateneo de Manila University with a degree in Business Management (Honors Program)  also holds a Master in Business Administration degree from Nanyang Technological University in Singapore.

Gabby is an advocate of bringing better access and relevant products to empower Filipinos, and is a supporter of local content and the growth of the creator ecosystem. He has over 10 years of experience in the marketing industry with stints across various brands in Asia.

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