With the world of commerce at their fingertips, consumers are more curious, more demanding and more impatient than ever before. As a result, retailers have to anticipate customers’ needs in order to provide the products they’re looking for and plan marketing strategies. In a recent study, we learned that 84 percent of Americans are shopping in any given 48-hour period, in up to six different categories.1 Whether they’re looking up designer sneakers or DSLR cameras, Google is the first place they go to discover a new brand or product.2
Starting today, a new version of our Shopping Insights tool can help you uncover which products and brands are popular, trending up or down, and how these insights vary by regions in the U.S. This new version includes data for more than 55,000 products and 45,000 brands—significantly increasing coverage over the previous version—as well as nearly 5,000 categories. It’s a free tool, available to everyone, that can help you follow trends in your categories.
In addition to more data, we’ve also added several key features to help you inform your strategies.
Compare the popularity of a brand within searches for a category
Nearly nine out of 10 smartphone users are not absolutely certain of the brand they want to buy when they begin looking for information online.3 That’s a huge number of consumers looking to uncover new brands and products. With this new feature, retailers can track the relative popularity of various brands within a category and adjust their strategies accordingly.
For example, the most-searched backpack brands of last 12 months were JanSport, Fjällräven and The North Face, classic brands that have been around for at least 50 years. Searches for the category and all three brands peaked during back-to-school season in 2018, and saw slight growth during the holiday season.