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Latest Google COVID-19 User Insights: 23rd April 2020

April 23, 2020
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written by Luke Davis
SEO Executive

Find out more about the latest Google search interests during the COVID-19 pandemic, shared exclusively with Adzooma.

Every week, we’re bringing you the latest search insights straight from Google.

From last week’s trends, we saw a large increase in searches for:

  • Music apps
  • NHS charities and donations
  • The quietest time to go shopping
  • Compost delivery
  • Pressure washers

As before, we’ll break down the UK Google search trend data into three separate categories, explore how people are adapting to their new day-to-day lives and overcoming their respective challenges. We’ll also look at any new emerging behaviours and patterns occurring during the pandemic.

This article uses Google Trends data, measured on a 0-100 scale. This scale measures a term’s popularity rather than its search volume, with 100% signifying peak popularity in a given term. Graphs show the search interest scale on the vertical axis (or Y-axis) and the date range on the horizontal axis (or X-axis).

Immediate needs

Income remains at the top of people’s minds as search interest for government aid and financial relief continue to increase. In the UK, furloughing is a popular phrase and the term “furlough minimum wage” has seen a steady increase in popularity, reaching its peak on 20th April.

Google Trends graph for "furlough minimum wage" from 23rd March to 23rd April
“furlough minimum wage”

With everyone inside, there’s only so much sourdough breadmaking a person can do to stay occupied. e-Learning is another source of mental exercise and consumers continue to show interest in new platforms and resources to help them adapt to online learning. The term “duolingo plus cost” has seen regular peaks in the past month as people look to pay a premium to learn a new language. C’est fantastique!

Google Trends graph for "duolingo plus cost" from 23rd March to 23rd April
“duolingo plus cost”

Day-to-day life

People are showing their families and pets more love than ever as well as showing an interest in making new social connections. For the pets, this is evident in search interest for the term “is pets at home open during lockdown”, reaching its peak of 100% on 19th April.

Google Trends graph for "is pets at home open during lockdown" from 23rd March to 23rd April
“is pets at home open during lockdown”

There’s also a desire to do things with friends, even if we can’t physically be with them. “with friends” has been steadily popular as a term. Comparing this period to the last 12 months, you can see how popular it has become in the last few weeks.

Google Trends graph for "with friends" from 23rd March to 23rd April
“with friends”

People who take care of their nails are also feeling the pressure of being inside as search interest in “acetone amazon” has grown in the last few weeks. The nail polish isn’t going to remove itself, right? There’s also been a growing interest in “tanning water”, a unique type of tanning for people who can’t get out to a tanning salon.

Google Trends graph for "acetone amazon" from 23rd March to 23rd April
“acetone amazon”
Google Trends graph for "tanning water" from 23rd March to 23rd April
“tanning water”

Emerging behaviours

More time inside means more time on the internet and staying safe online is a major consideration for users. Interest in “free vpn” has been growing ever since the lockdown announcement in the UK.

Google Trends graph for "free vpn" from 23rd March to 23rd April
“free vpn”

But when we eventually make it outdoors for longer than a daily run, we’ll want to go on holiday. The chances that’ll happen this summer is unlikely but that hasn’t stopped a rising interest in “summer holidays 2020”. I guess camping in your garden is an option?

Google Trends graph for "summer holidays 2020" from 23rd March to 23rd April
“summer holidays 2020”

Keep updated

We’ll be giving you the latest data from Google every week. Stay in the loop by following us on Twitter or signing up to our newsletter.

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Author
Luke Davis

Hi, I'm Luke Davis! You may remember me from such jobs as copywriter, blogger, and SEO executive. I currently live in Nottingham and write for my own blogs, covering everything from music to culture, tech, and sports. My interests include Pokémon, modernist architecture, and music. When I'm not writing, I also make music and always find excuses to insert Simpsons references into bios and conversations.
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