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A trip down Filipino millennials’ search trends 

September 12, 2017

Digital Reporter

Cover art Samantha Gonzales

Adulting is a painful process. It’s so painful, in fact, that millennials are repeatedly asking the internet how it’s done.

According to Google Philippines, Filipino millennials’ search trends reveal their desire to access three things: adulthood, experience, and creativity.

Their data reveals that 75% of Filipino millennials consider the internet as their main source of information (particularly about adulting things), while 66% look for products and 79% use the digital space for entertainment.

The most‑searched categories on Google are arts and entertainment; hobbies and leisure; travel and tourism; computers; family and community; and vehicles. Other top searches include sports and fitness; apparel; finance; and mobile phones.


Based on the data from Google Trends, top “adulting” categories that Filipino millennials search for online are finance, vehicles, and real estate, which increased by 24%,17%, and 16%, respectively, in the second quarter of 2017 compared to the same period last year.

Other adulting categories millennials search for fall under home and garden (“how to clean a house”); baby, parenting and family (“how to burp a baby”); and job and careers (“how to handle stress at work”).

Google Philippines industry analyst Geia Lopez added that Filipino millennials now value experiences than products and services.

Data from Google Trends also show that searches related to travel and tourism grew by 19%. In this category, Filipino millennials ask questions such as “Where to go in the Philippines?” “How to travel alone?” and “What sites to see?” online.

Searches for restaurants also went up by 25%, driven by fast food and restaurant reviews. Questions like “What is the nearest restaurant?” and “How to eat in a fine dining?” are the top two questions asked under this category.

Among the three access themes, creativity is the most‑searched and most‑watched among millennials. That is, according to Ms. Lopez, watching movies, listening to music, and catching TV shows on YouTube, the online video streaming of Google, are the top ways millennials immerse in creativity.

This could be blamed on the decreasing popularity of TV. Citing a study from Global Web Index, she said 46.9% of millennials and 51% of centennials or those from the Generation Z are non‑ to light‑TV viewers.


With this, Ms. Lopez said brands have to maximize the use of YouTube to continuously gain traction online. They can do so by “telling stories that millennials would choose to watch,” “partnering with online or YouTube creators,” and “making sure to appear on top of the search results.”

An antediluvian saying goes “Seek and you shall find.” In modern times, a more one might seek a person’s search history and find out who they truly are.

“Millennials use the internet to help define themselves,” Ms. Lopez said. “It’s not just a platform where they communicate. It’s actually the platform for them to realize their different and infinite possibilities of [having versions of themselves].”

The data would “set the tone for the next generations,” she added. 

In millennial-speak, “adulting” is a verb that describes the transition every twenty-something goes through, which includes taking on mundane tasks like paying bills or lining up for official government documents.