Google is not just a great search platform but also a mirror of all the people who use it, as it reveals what people have on their mind and which topics are the most popular right now.
One of the tools that helps compile and analyse such information is Google Trends. Experts from iMarketing.lv regularly follow the latest trends to be up to date about developments in Latvia and the world. To find out which questions Latvian residents want answered and what they search for on Google the most often, iMarketings.lv has compiled information for March and February.
In March 2022 among Google’s TOP 25 searched key words in Latvia were Apollo (+60%) and Kas Jauns [What’s new] (+60%).
Compared to the month prior, users’ interest has increased considerably for news portals that report news about the war in Ukraine – Meduza (+120%), Unian (+300%) and Ukrainian Telegram channel Nexta Live (+400%).
This indicates residents in Latvia prefer information sources that are the closest to the «hot zone» and that provide «an objective look» about the situation in their home country and rest of the world.
After the start of the war in Ukraine the world, Latvia included, suffered a rapid surge of fuel prices. This is why there is a notable concern about this topic among Latvian residents, as well as
a trend in which key words like «Neste fuel prices» and «fuel prices» seeing a massive increase in Google search results (+180% and +450% respectively).
Compared to the start of the year, there has also been a massive increase of consumer price levels. As a result of this, people in Latvia have started looking for new ways to gain income, including investment opportunities. One of the most popular key words searched for on Google in March was CoinMarketCap (+170%), which is a global cryptocurrency platform.
Many countries introduced anti-Russian sanctions following its invasion of Ukraine. These sanctions have strongly impacted the value of Russian rouble. This is indicated by an increase in Google searches for currency exchange options, such as «курс евро к рублю» [rouble euro exchange rate] (+70%), «usd to rub» (+150%) and «rub to eur» (+180%). Although there aren’t many Latvians who have savings in rouble, the interest for the economic situation in Latvia’s eastern neighbour is high.
Ukraine wasn’t the only hot topic in Latvia in March, because the State Revenue Service gave «green light» for submission of income declarations. This means key words like «vid gov» (+500%) and «vid eds» (+450%) were in the TOP 10 of the most Googled key words.
The second most popular key word searched by Latvians this month was Russian video platform RuTube, which provides very diverse content, including videos of war and politics.
Compared to February search results for RuTube in Latvia have increased by a whole 900%.
The world changes and people change with it. Google Trends shows very accurately that as time goes by, old habits and old issues are replaced by new ones. Two years ago Covid pandemic was the main topic on everyone’s mind. Now, however, it’s replaced by concern and uncertainty about the war in Ukraine and the effect it has on everyone’s life.