Get a Grasp on User Keyword Search and Web Browsing Behaviours
June 20, 2022
After the Hong Kong Government announced further relaxation of social distancing restrictions, we tracked the digital footprints of users based on data from one of the most popular food & drink apps in Hong Kong to analyse their searched keywords and web browsing behaviours.
1. Insights Extracted from App Data Analysis
Insights extracted from one of the most popular food & drink apps:
Shows the app browsing behaviour on 14 Apr compared with the previous week (announcement of the first stage of adjustments to social distancing measures and dinner time resume)
The majority of app users craved for steakhouse (扒房) after the first announcement
Shows the app browsing behaviour on 5 May compared with the previous week (announcement of the second stage of adjustments to social distancing measures + Mother’s Day)
- The majority of app users craved for yum cha (飲茶) after an early relaxation in measures to allow catering premises to accommodate eight persons at most per table
2. Food-related Keyword Trend Analysis
More useful insights can be extracted from Web Content Search. The below line trendline chart shows the difference in keyword search by users before and after the first (14 Apr) and the second stage (3 May) of adjustments to social distancing measures:
Bar (酒吧) indicated in light green, is peaked on both 13 Apr and 3 May
Dessert (甜品) indicated in turquoise, is peaked on 13 Apr
Hotpot (火鍋) indicated in light blue, last for a week after 3 May
3. Food-related Keyword Word Cloud Analysis
The below word cloud (aka tag cloud) provides a visualisation of important analytics about food-related searches on the web. With text-based raw data, we can also transform and quantify them into measurable analytics.
The top 10 most viewed food-related keywords are highlighted in bigger and bolder characters. For example, words such as “dinner” (晚餐) and “afternoon tea” (下午茶) stand out from the rest.
“All-you-can-eat” (日式放題 aka “Viking” in Japanese), “all-you-can-eat” (任食) and “buffet” (自助餐) provide us useful insights into the different use of keywords for search. Besides, it is interesting to know that users associate “All-you-can-eat” with “Dim Sum” and formed keyword (點心放題) as a high-frequency search keyword
In terms of dining location, “Tsim Sha Tsui” (尖沙咀) has a much higher search frequency than “Causeway Bay” (銅鑼灣)
“Takeaway/ Home delivery” (外賣/外送) is less favourable compared to dine-out, which is likely due to further ease social distancing measures in May.
In terms of food category, it is surprising to know that users have a high demand for “seafood” (海鮮), “dessert” (甜品) and “cakes” (蛋糕) compared to Hong Kongers’ all-time-favourite “hotpot” (火鍋) and “snacks” (小食/零食).
Marketers can leverage Hotmob's latest data intelligence tool – “AudSec” to extract keywords from selected audiences, which helps understand more of your target audience’s interests and preferences.
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