Ask Google: Check out what Singapore consumers search for when looking for financial products

Eight of the top 10 searched terms were about insurance.

The Asia-Pacific financial dashboard by Google revealed that two in three Singaporeans already have a brand in mind when searching for financial products.

This comes as mobile search growth for financial products registered a 28% year-on-year increase. Searches peaked in May to June 2016 with key interest in the Euro following the Brexit announcement; the Digibank launch by DBS; and the launch of new retail bonds by Oxley and Hyflux.

The study revealed that Singaporeans are on the lookout for various insurance plans. Eight of the top 10 search terms recorded last year were about insurance policies ranging from health to business, housing, and cars. They also showed interest in home equity loans and how to start investing.

Here are the top search items:

How to avoid pitfalls in getting home equity loans
What is short term health insurance
How much does house insurance cost per month
How much does insurance cost for a business
How much does renters insurance cost
How to sell insurance
How to make car insurance cheaper
How much is public liability insurance
Why life insurance is important for future success
How to start investing in Singapore

Here’s more from Google:

Banking services

Local banks command top-of-mind recall: General banking searches are mostly related to online banking, showing Singaporeans’ preference for more e-services. Search results show a preference for local banks with DBS commanding the most search volume, followed by OCBC, POSB and UOB.

Fueling the love for travel: With the average Singaporean owning six credit cards, consumers are always on the look out for the best credit card that meets their need. Searches for 2016 showed that miles-based benefits are the most sought after feature for credit cards with 42% of same-session searches related to Travel.

Business and individual loans: General, Home and Personal Loans lead the category while the interest for Business Loans is growing the fastest.

Insurance

Consumers want assurance while abroad: Singaporeans turn to search not only to find the best credit card they can travel with but also to seek out the best travel insurance with more than 60% of insurance searches in 2016 focused on travel .

Convenience of online purchase: With 72% of online Singaporeans buying their travel insurance online, brands need to ensure consumers can discover and purchase their offerings easily.

Investments

Singaporeans seek opportunities to grow their money - Across the top five financials hubs globally (London, New York, Tokyo, Singapore and Hong Kong), Singapore is responsible for 13% of the investment-related searches driven by mobile activity and key categories - surpassing searches generated from Hong Kong.

Growing interest in wealth management - Singaporeans are always thinking about how to invest and manage their wealth, even when on the go. Searches for 2016 show that mobile searches for wealth management is growing at 41% year-on-year.

Contribution to Investments Searches - What are they looking to invest? Top five investment categories in Singapore include Forex and Currencies; Securities; Retirement investments; Commodities and Brokerages.

The people you want to reach are already in this room.

Every quarter, SBR lands on the desks of the founders, CFOs, and directors running Asia's most consequential companies. Every day, they open our newsletter and read our website. It's a room that took twenty years to build — and it's the one most of our partners are trying to get into.

The good news is that the door is open. We work with companies on thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. The shape of the right partnership depends on what you're trying to do, which is why we'd rather start with a conversation than send a rate card.

If you have something this room should know about, tell us. We'll tell you honestly whether we can help, and how.

No rate cards until we understand the brief. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia