How have consumers' search needs regarding "masks" changed? A look back at the COVID-19 from 2020 to 2022

How have consumers' search needs regarding "masks" changed? A look back at the COVID-19 from 2020 to 2022

With COVID-19, masks started to become a necessity globally that it became out of stock. However, many corporations helped supply the increased demand. We used Dockpit, VALUES' online behavioral analytics tool, to examine how consumer needs for masks have changed, since three years since the start of the pandemic.


[July-September 2020] High interest in the "availability" of masks

In 2020, COVID-19 spread throughout the world. In the early days of the pandemic, there was little information available, and anxiety grew, heightening people's wariness regarding the disease. Every morning, there were customers waiting in long lines at drugstores and supermarkets to purchase masks. Consumers were focused on how they can get their hands on masks because the production could not keep up with the rapid increase in demand.

Combination keywords for "mask"
(Period: July-September 2020, Devices: PC & smartphone)

Let's take a closer look. From July to September 2020, the top searches for masks were for the names of the companies that manufactured them. We can see that people were searching various search terms related to masks in an attempt to somehow find available masks.

When people could not find masks to buy, they had no choice but to make it by hand. That is why search terms such as "paper stencil" and "how to make / DIY" have risen to the top of the list.

[July-September 2021] High interest in the "effectiveness in preventing infection"

From July to September 2021, about a year after the COVID-19 outbreak, there was a slight change in the frequently-searched terms.

Keyword combination for "mask"
(Period: July-September 2021, Devices: PC & smartphone)

The situation has changed from a year ago, when non-woven (surgical grade) masks disappeared from store shelves, and in 2021, there is no shortage of non-woven masks. While interest in non-woven masks continues to grow, interest in its effectiveness in preventing infection is also growing. The news was reporting that the cloth masks were less effective in preventing infection, and this is thought to have increased interest in non-woven masks.

[July-September 2022] High interest in "three-dimensional" and "color"

In 2022, the number of positive cases gradually decreased and had been relatively calm, but just in July, the number of positive cases increased sharply. Searches regarding masks still were still high in 2022, and search terms regarding masks also changed.

Keyword combination for "mask"
(Period: July-September 2022, Devices: PC & smartphone)

The standard color for non-woven masks is white. However, since many people now wear masks daily, manufacturers now make them in various colors. The "mask" was positioned itself as a part of fashion or a form of etiquette.

Women who wear makeup also have a new problem where wearing a mask causes makeup to rub off. Wearing a three-dimensional mask reduces the contact between the face and the mask, so the makeup does not rub off as much. There are more choices, such as masks in colors that make the face appear more fair, masks with ruffles and lace designs, and masks with cute characters on them for children to wear.

At this point, the percentage of people searching for masks is now 60.4%, an increase from the previous year.

Females are the most interested in masks, and the percentage of younger users is gradually increasing

Sex distribution of people who searched for "mask"
(Period: July-September 2020, July-September 2021, July-September 2022, Devices: PC & smartphone)

At the beginning of 2020, the gender distribution was slightly more female with 55.2% of those searching for "mask" was female and 45.8% was male.

However, the percentage of women is gradually increasing from 2020 to 2022. This result also shows that expectations for the fashionable nature of masks are increasing.

Age distribution of people who searched for "mask”
(Period: July-September 2020, July-September 2021, July-September 2022, Devices: PC & smartphone)

Although the percentage of users in their 40s and 50s, who are parents, was high in 2020, the interest among young people in their 20s and 30s is increasing as their awareness has changed over the years and they have become "part of fashion." This may be the reason for the increase in interest among young people in their 20s and 30s.

From 2020 to 2022, it seems that for people, masks have changed from something that is "just simply worn" to wearing the "most effective in preventing infection," and then to "something that is more effective in preventing infection, but also satisfies your preferences and reduces your worries."

“Cost-effectiveness and fashionable" is the focus!

Three-dimensional masks are attracting attention from those who wear makeup. It is clear that such fashion-seeking users are also paying more attention to "price."

Inflow webpages when searching for "mask" and "three-dimensional"
(Period: July-September 2022, Devices: PC & smartphone)

The third most popular webpage after a search for "mask three-dimensional" was the Daiso's website, a major 100 yen store, and the third most popular webpage was a column article about the appearance of three-dimensional masks at Daiso for 100 yen (excluding tax) for 20 masks, indicating that consumers are becoming more cost-conscious about masks. This indicates that consumers are becoming more cost-conscious about masks.

The cost of non-woven masks, which are used daily and in some situations several per day, will have a significant impact on household budgets. We can see the dilemma of consumers who want to wear masks that are more comfortable and functional, while at the same time wanting to keep the cost of masks as low as possible.

Summary

In this case study, we analyzed the changing trends and user needs for "masks" based on data from July through September of 2020, when the impact of COVID-19 began to emerge, to the present, now in 2022.

The analysis revealed the following characteristics.

・In 2020, there was a shortage of "masks" and many users seemed to want the masks themselves, regardless of function.

・In 2021, "masks" were in short supply, indicating a high level of interest in its "effectiveness," such as which is more effective in preventing infection, non-woven masks or cloth masks, compared to cloth masks.

・In 2022, "masks" seem to be considered a part of fashion and etiquette, creating new search needs for mask functions such as "three-dimensional" and "color." Users are willing to purchase masks in a cost-effective manner.

Through this analysis, we found that consumer needs for "masks" gradually changed.

About Dockpit

▼Data from Dockpit was used in this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.

dockpit Get free version

※日本語での記事はこちらをご確認ください

「マスク」に対する消費者の検索ニーズはどう変化した?コロナ禍の2020年から2022年を振り返る

https://manamina.valuesccg.com/articles/2146

2020年はじめ、新型コロナウイルスがまん延したことで世界中でマスク需要が高まりました。感染予防として必需品となったマスクは、一時期品切れになっていたほど。その後新型コロナウイルス感染症の知識が蓄積されていき、企業努力もあってかマスクの生産体制は需要を満たすところまで整いました。 新型コロナウイルス感染症の流行開始から3年を経た2022年の今「マスク」に対する消費者ニーズはどのように変化したのでしょうか。ヴァリューズのWeb行動ログ分析ツール「Dockpit」のデータから「マスク」に対する消費者ニーズの移り変わりをみていきます。 ※なお今回は冬の感染症や春秋の花粉症といった、新型コロナウイルス以外の影響を極力避けて調査しています。

この記事のライター

マナミナは" まなべるみんなのデータマーケティング・マガジン "。
市場の動向や消費者の気持ちをデータを調査して伝えます。

編集部は、メディア出身者やデータ分析プロジェクト経験者、マーケティングコンサルタント、広告代理店出身者まで、様々なバックグラウンドのメンバーが集まりました。イメージは「仲の良いパートナー会社の人」。難しいことも簡単に、「みんながまなべる」メディアをめざして、日々情報を発信しています。

関連する投稿


今「note」がアツい!読み物好きな若者を魅了?noteの集客動向を調査<前編>

今「note」がアツい!読み物好きな若者を魅了?noteの集客動向を調査<前編>

2023年夏頃から集客数を急激に伸ばしているメディアプラットフォーム「note」。人気を後押ししているのはどのような人々なのでしょうか?前編では、noteが集客しているユーザーの特徴を深掘り調査し、後編では、noteが規模を拡大している要因を探っていきます。


みんなの注目キーワードは?週間検索トレンドランキング(2024/03/18〜2024/03/24)

みんなの注目キーワードは?週間検索トレンドランキング(2024/03/18〜2024/03/24)

ヴァリューズのWeb行動ログ分析ツール「Dockpit(ドックピット)」をもとに、週次の検索急上昇ワードランキングを作成し、トレンドになっているキーワードを取り上げます。


フリマ市場を比較調査。メルカリとYahoo!系サービス、それぞれの特徴や集客の強みとは?

フリマ市場を比較調査。メルカリとYahoo!系サービス、それぞれの特徴や集客の強みとは?

節約やお小遣い稼ぎの手段としても注目が高まるフリマ市場。「メルカリ」「Yahoo!オークション」「Yahoo!フリマ」を対象に、フリマ市場の最新動向について調査しました。各サービスのサイト・アプリについて、利用者数やユーザーの人となりに加えて、サイト集客構造の違いについても深掘りし、それぞれの特徴について明らかにしていきます。


現役Z世代が検索ワードからトレンドを考察!「猫ミーム」は共感性がバズりの鍵?新興SNS「Bluesky」も(2024年2月)【現役Z世代が読み解くZ世代の行動データ】

現役Z世代が検索ワードからトレンドを考察!「猫ミーム」は共感性がバズりの鍵?新興SNS「Bluesky」も(2024年2月)【現役Z世代が読み解くZ世代の行動データ】

Z世代のデータアナリストが、自らZ世代の行動データを分析する本連載。第16弾となる今回は、Z世代とミレニアル世代の検索キーワードランキングから、「猫ミーム」「Bluesky」「LYPプレミアム」の3テーマを取り上げてZ世代のトレンドをお送りします。Z世代のSNSの使い方、猫ミームがバズった背景、LYPプレミアムの魅力とZ世代のサブスクの使い方など、データとリアルな声を掛け合わせ、Z世代のニーズを読み解きます。


ECサイトにおけるKPI策定のポイント

ECサイトにおけるKPI策定のポイント

ECサイトの売り上げをあげるためには、KGIの設定だけではなく、KPIの策定が重要なポイントになります。そこで、気になるKPIの策定ポイントや、課題の洗い出し・分析についてご紹介します。効果的なマーケティング施策にお悩みの方や、ECサイトの売り上げが伸び悩んでいる方はぜひ参考になさってください。


最新の投稿


Is the "car camping" trend over? Investigating changes in demand and user persona based on search words

Is the "car camping" trend over? Investigating changes in demand and user persona based on search words

Car camping became popular in recent years for travel and as an outdoor activity done while social distancing. After the pandemic, its popularity is said to have subsided, but how has the demand changed? We look at changes in demand based on the searches and the user persona of people searching and their interests.


博報堂DYホールディングス、メタバース生活者定点調査2023を実施

博報堂DYホールディングス、メタバース生活者定点調査2023を実施

株式会社博報堂DYホールディングスは、全国15~69歳の生活者を対象に、メタバースに関する現状の生活者意識や動向を把握することを目的とした「メタバース生活者定点調査2023」を実施し、結果を公開しました。


ログリー、成果保証型インフルエンサーマーケティング支援サービス「バズリスタ」を提供開始

ログリー、成果保証型インフルエンサーマーケティング支援サービス「バズリスタ」を提供開始

ログリー株式会社は、2024年4月8日(月)に成果保証型インフルエンサーマーケティングを支援するサービス「バズリスタ(BUZZRISTA)」を正式リリースしたことを発表しました。


AI画像生成を無料で使えるサイト5選!目的の画像を生成するコツやビジネス活用時の注意点を解説

AI画像生成を無料で使えるサイト5選!目的の画像を生成するコツやビジネス活用時の注意点を解説

2023年より注目を浴び始めた生成AI。ChatGPTやMidjourneyによる生成AI技術が話題となりました。 なかでも近年技術が飛躍的に伸びているのがAI画像生成です。AI画像生成は日常の話題になるようなバラエティに富んだ画像を作成できるだけでなく、営業資料やPR動画の素材といったビジネスの面で役に立つ生成も可能になりつつあります。 実際に営業資料や提案資料に生成AIを活用している企業もあり、AI画像生成を駆使することでノンコア業務の削減できたり、魅力的な資料を一瞬で作ることもできます。 そこで本記事では、AI画像生成を無料でつくれるサイト5選や、目的の画像を一発で抽出するコツ、利用時の注意点について解説します。


ショート動画を「ほぼ毎日見ている」割合は、若い年代ほど高い傾向【LINEリサーチ調査】

ショート動画を「ほぼ毎日見ている」割合は、若い年代ほど高い傾向【LINEリサーチ調査】

LINEリサーチは、10~60代の男女を対象に、ふだんショート動画(YouTubeのshorts(ショート)やTikTokなど、1分程度の縦型の動画)をどのくらい見ているか、見ている理由について調査を実施し、結果を公開しました。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら

ページトップへ