What were Singaporeans searching for on Google in 2024?

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In the year of 2024, Singaporeans were searching for sporting events, Taylor Swift and the latest toy craze - Labubu. This is according to tech giant Google's Year in Search 2024 list.

The lists reveal the most searched topics, events, and personalities in Singapore over the past year, showing significant influence from sporting events and pop culture on search trends.

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Sports held a prominent position in Singaporean searches. The Olympic Games Paris 2024 ranked as the second most trending international news and third in overall trending searches.

Singapore's kitefoiling athlete, Max Maeder, became the youngest Olympic medallist with a bronze, making him the top trending local personality and sixth in Singapore news.

Football excitement was also evident, with the UEFA European Championship leading searches, followed by Copa América and the AFC Asian Cup at seventh and eighth, respectively.

In the sphere of pop culture, Taylor Swift maintained her status as the leading international personality in trending searches for the second year. The "Labubu" trend appeared tenth in trending searches and third in Singapore news. The film How To Make Millions Before Grandma Dies was noted as the leading trending movie and sixth in searches.

Nationally, Singapore experienced a pivotal moment with the appointment of its fourth prime minister, Lawrence Wong, who was the second most trending local personality and seventh in Singapore news.

Economic concerns drove interest in financial matters, with Singaporeans searching for information on CDC Vouchers and GST Vouchers, ranked second and eighth in Singapore news, respectively.

On an international level, presidential elections in the United States, Taiwan, and India drew considerable attention. The US elections emerged as the top trending international news and second in trending searches. Taiwan and India's elections ranked seventh and third in international news, respectively.

Entertainment trends included the Star Awards 2024, ranking sixth among trending TV shows, and Jack Neo's film Money No Enough 3, which broke box office records during the Chinese New Year. Korean dramas retained their popularity with Queen of Tears and Marry My Husband securing the top positions in trending TV shows.

"Our goal since Google Search launched has remained the same: to deliver the highest-quality information to everyone. That work is never done. We are constantly reimagining what Search can do. As Singaporeans intuitively turn to Google to stay up to date with current affairs or latest trends, we will continue to help Singaporeans find information in more natural and intuitive ways, building on our work to help people Search through text, images and voice," said Xiuxian Ho, communications manager, Google Singapore.

Earlier this year, a study by SEO platform BrightEdge found that Search Generative Experience (SGE), Google's artificial intelligence (AI) powered search engine, will reportedly power 84% of queries. In addition, the AI-powered search engine is reportedly poised to affect over US$40 billion per year spent by companies on search ads.

With Google's SGE going live, transactional experiences become conversational experiences as static queries move to dynamic, two-way conversations.

This means the tech giant will be able to directly converse with a user, and in response, help the consumer make a decision by asserting an opinion that they feel is personalised.

In addition, the study said that reputational control becomes reputational chaos for brands given that AI-generated results will be based on trusted content and credible sources. However, they may not always match the brand's messaging.

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