Post-pandemic Vietnamese live on what they value: Google search study

Vietnamese people, via their Google search behavior, have shown they want to live a life on their own terms after three years of disruptive changes and uncertainty caused by the pandemic, the latest Google report said.

Google shared on Thursday its global search engine’s insights into search behaviors of Vietnamese consumers in 2022 to help businesses keep up with changes and guide 2023 marketing strategies. The “Year in Search 2022 - Vietnam” report shows that Vietnamese have been looking to be in control of their identities, lifestyles, and what they value after the pandemic.

Soul searching

After three years, Vietnamese are reimagining who they are and who they can be, without being limited by factors like societal and workplace expectations. While revisioning themselves in this world and society, they are also looking to be their most full and authentic selves, the report says.

They are also embracing their diverse individualities and personal brand, especially Generation Z (those with mid-to-late 1990s as starting birth years).

Search interest in “what is gender equality” increased by 150% on 2021, while search interest in “LGBT” (lesbian, gay, bisexual, and transgender) rose by 50%.

Notably, “what is stress” searches grew 240%; “what is health” by 90%; and “reduce stress” by 50%.

Google says about 28% of Vietnamese, as compared with 23% of people in Southeast Asia, said they planned to spend more on self-improvement, including wellness, health and fitness, and education, while 45% (compared with 43% for the region) said they planned to maintain their spending.

Vietnamese people have been looking for new opportunities, and ways to showcase their capabilities and skills in the job market.

Search interest in “curriculum vitae” or CV topics increased by over 20% as the Vietnamese people looked for ways to better present their skills and experience in the job application process.

Search interest in apprentice or job training grew 20%; that in learning English speaking on YouTube expanded at the same pace. Just as importantly, people in Vietnam explored their value in the job market, with search interest in salary negotiation rising by over 20%.

Value hunting

Amid economic instability and rising inflation, Vietnamese were trying to reassess the cost of things, the Google report shows.

They searched for clear indications of whether a brand provides quality service and reliable products.

“This was indicated by an emerging search interest in cai nao (which one) in Vietnam, up to 130% compared to 2021. They are focused on what they consider to be of the greatest value - trust,” the report points out.

As a result, search interest in “is it trustworthy” grew 80%. Vietnamese were also weighing the options to see which one offers the best deal overall rather than the cheapest price, leading to a 10% increase of search interest in “best price” in the country.

Search interest in economic definition such as what is inflation soared 140%, and “what is the price of goods” rocketed up to 260%. Meanwhile “cryptocurrency” grew 50%.

Finding joy

Not letting the possibility of disruption put the brakes on their lifestyle and pursuits, Vietnamese were finding their own ways of making hay while the sun shines, according to the Google study.

They were saying “yes” to long-awaited holidays overseas, even if it means fulfilling detailed immigration checklists.

Specifically in traveling, millennials (those with the 1980s as starting birth years and the early 2000s as ending birth years) are more likely to splurge and treat themselves, with one in five searching for top-of-range vacation options, and three in 10 opting for premium travel products and experiences.

The search interest in “massage near me” soared 150% and “seafood restaurant” surged 70% as Vietnamese were indulging in affordable treats and eating out, according to the report.