Since early March, the high rate of COVID-19 cases in Malaysia has resulted in the implementation of the Movement Control Order (MCO) nationwide. Soon after the official announcement, panicked purchasing increased drastically resulting in most daily necessities being sold out in most places.
With most Malaysians aware of the prolonged duration of the MCO, consumers are turning to online market places to obtain necessities and equipment to enable them to work-from-home (WFH). Thus, we investigated the search trends of more than 900,000 iPrice Malaysia visitors. The data has shed light on a number of interesting and unexpected findings.
The research was conducted by analyzing the online search behavior of close to 1 million visitors on iPrice Malaysia between 18 March 2020, when the MCO was first enforced, and 17 April 2020. All percentage increases displayed in this research were obtained by comparing the search impressions data with consumers’ online search behavior prior to the implementation of the MCO.
1. Satisfaction is important, but safety always comes first
In the medical supply category, it was unsurprising to see a 648% increase in search interest for face masks such as surgical masks & N95 masks. However, it seems like Malaysians are getting adventurous as there was also a rise in interest for sex related products such as sensual toys, vibrators, fertility test kits & condoms.
From their search behaviours, we saw the following percentage increase in interest:
- 347% increase in searches for sensual toys & vibrators
- 79% increase in searches for fertility test kits
- 61% increase in searches for condoms
While it seems like Malaysian could be indulging in self love and even more adventurous exploits, this also shows that Malaysians are being more cognizant of family planning especially with the increase in searches for fertility test kits.
2. Malaysians are running out of patience with their overgrown hair
The MCO began in the mid of March & has been ongoing for more than 6 weeks. This also means that most Malaysians probably have overgrown hair and are looking for ways to take care of it.
iPrice data reveals major increase in searches for trimming clippers. In fact, the increase was an averaged 17,652%! This trend can also be seen throughout various social media platforms, where people has been sharing the results of their DIY haircut attempts.
3. The MCO is potentially breading more MasterChefs
Malaysians are probably tired with packaged and delivered foods. As a result, they are turning to more home cooked food. Data reveals high interest in appliances such as bread makers, mixers, air fryers and ovens suggesting that people are showing interest in experimenting with various recipes.
This is supported by the increase in searches related to appliances including bread makers (7,587%), stand mixers (3,048%), ovens (1,058%) and air fryers (2,029%).
4. Malaysians Prefer the Nintendo Switch during the pandemic
The inability to go outdoors may have led to excessive boredom. As such, people are looking for ways to stay entertained at home. This could be driving the an increased interest in gaming. Data shows high search interest for gaming items such as the Nintendo switch, Animal Crossing game & board games such as Monopoly.
Nintendo’s latest game, Animal Crossing , saw a 17,427% increase in interest, while the Nintendo Switch saw an average increase of 1,064%. Board games, on the other hand, saw a 4,336% surge in interest among Malaysians.
5. Tablets preferred over laptops?
When it comes to preparing for WFH, Malaysians are probably looking to purchase tech that would allow them to be more productive; one would think that this would mean that they would be looking for laptops or PCs. However, the data indicates otherwise. In fact, it shows that Malaysian are turning more to tablets. On average, searches for tablets saw an increase of 1,125%, while laptops recorded a 299% increase.
This would suggest Malaysians are probably getting tablets for work or entertainment activities.
6. Staying fit indoors
Like many others on the internet, it seems that Malaysians are also worrying about gaining weight from being cooped up at home for too long. It’s all over social media! More people are showing an interest in working out at home. This is reflected in the data, there was a surge in searches for exercise equipment such as skipping ropes (4,528%) and yoga mats (2,016%).
Research methodology
Data featured in this study were obtained by aggregating thousands of product pages of more than 150 online merchants through https://iprice.my/. Data on the increase in searches were analyzed by comparing the impressions data recorded from March 18 – April 17, 2020 as compared to February 16, 2019 – March 17, 2020.