Ask research shows: recession

Mon 20 April 2009 10:44, Bas van den Beld

Ask research shows: recession

Times are changing. Right now we have seemed to have hit a recession. And a recession is not just a lack of money, its a mindset. It's all about trust.

People need trust. To find out how much 'trust' there is these days you have to look at what people are doing and thinking. And where better to look than in a search engine?

Ask compared search terms from 2006 with those in 2009. By looking at the different results you could say people are, to say the least, more carefull.

Ask researched several topics like fashion, finance, holidays, recipes and homes.

In Fashion is really shows we are in a recession. People in 2006 had a more expensive taste. Back then searches like "Armani", "D&G" and "Big rings" were popular. These days "H&M", "Fake Rolex" and "Second hand clothes" turn up in the top searches.

2006 2009
  • Armani
  • Ballet pumps
  • Fake tan
  • Skinny jeans
  • D&G
  • Boho, gypsy style layering, embroidery
  • Flip flops (Havaianas)
  • Jewel coloured velvet jackets
  • Big rings
  • Suede coats with fur collars
  • Primark
  • Opaque tights in primary colours
  • Peg-top trousers
  • H&M
  • Mending/ how to sew
  • Neon accessories
  • Fake Rolex
  • Canvas plimsolls
  • Mega high-heels
  • Second-hand clothes shops


The "Finance" topic is off course an interesting one to look at when it comes to recession or not. In 2006 people were searching for terms like "125% mortgages", "City centre apartments" and "Private school fees" while in 2009 "Property auctions", "Best savings rates" and "Bank of England base rate" are top searches. Do you need a more clear indication?

2006 2009
  • 125% mortgages
  • Buy-to-lets
  • City centre apartments
  • Wine investments
  • Offshore banking
  • Children’s trust funds
  • Property development
  • Private school fees
  • Second home in Europe

  • Property auctions
  • Best savings rates
  • Bank of England base rate
  • ISAs
  • Deflation
  • BBC’s Robert Peston
  • Flat-share
  • Debt management
  • Redundancy law




If you do, just look at the Holiday-searches. Where in 2006 we traveled to "Florida" and did "Caribbean cruises" and "Weddings abroad" we are now heading up to "Turkey", taking "Coach tours" and sleeping in a "Bed & breakfast" or a "Gites in France". And if we are staying at home we are no longer looking for "Interior designers" but for "IKEA".

Finally the recipies do give something away. In stead of cooking "Oysters" or "Scallops fried in brandy" we are now looking for recipies like a "Simple roast chicken" or a "Sausage and bean cassoulet".
Holidays   Homes  
2006 2009 2006 2009
  • Florida
  • Spanish paradors
  • Caribbean cruises
  • Tailor-made safaris
  • Scheduled airline upgrades
  • Boutique hotels
  • Weddings abroad
  • Chateaux in France
  • Spa breaks
  • Dubai
  • Round-the-world tickets



  • Turkey
  • Coach tours
  • Egypt
  • Cuba
  • Cottages in Cornwall
  • Scottish breaks
  • Bed & breakfast
  • Gites in France
  • Benidorm
  • Camping






  • Conservatories
  • Hot tubs
  • Interior designers
  • Decking
  • Double-glazed windows
  • Turf
  • Sky TV
  • Sofa Workshop
  • Flower gardens
  • Tumble dryer








  • DIY
  • Solar panels
  • Grass seed
  • Energy-saving light bulbs
  • Freeview
  • Greenhouses
  • Car-boot sales
  • Vegetable patches
  • IKEA
  • Energy-saving switching/ capping bills
  • Washing line/radiators





The research clearly shows we are thinking differently these days and looking out for our money.

  • Comments (2)
  • Research
  • Tell-a-cowboy

Comments (2)



  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown

  • India Startup Report
  • Google users switching to Bing
  • Commercial Heineken for paid ads research with Google
  • Google and Heineken research on paid ads
  • The MESH project: semantic search a Google Killer?
  • Sunderland scores curious goal against Liverpool
  • Matt Cutts on why the UK SERPS are 'broken'
  • Hacking Google Analytics for Keyword Research

Last Comments


Last event


  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia

Latest Videos



  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...


Subscribe to SC Newsletter:

RSS Feed

Are you a bloggerFacebook


© 2016 - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap