As energy prices rise and the cost-of-living starts to bite, consumers are voting with their online searches, propelling browsing for draught excluders up by 2385% in September, while searches for home insulation rose 590% and portable heaters by 348%.
The data also revealed that more people are looking for winter clothes as a non-energy using way to keep themselves warm: search volumes for ‘coats’ were up by 34% compared to September 2021, while searches for ‘blankets’ were up by 56%, for ‘hoodies’ and ‘jumpers’ both up by 13%, and for ‘slippers’ by 10%.
The analysis was carried out by online search expert MediaVision, using its proprietary Digital Demand Tracker tool that analyses UK search data four times faster than any other platform.
It also highlighted that online search volumes for ‘home wind turbines’ jumped by 388% from last year, as people hunt for alternative ways to help alleviate the impact of surging energy costs.
Louis Venter, CEO at MediaVision, comments: “The cost of energy is soaring and that spells trouble for millions of consumers this winter. It’s no surprise that people are more focused than ever before on keeping their heating costs down with draught excluders and better insulation – and of course by buying more winter clothes.
“They’re looking for all the help they can to keep their energy bills as low as possible, both from the government and in terms of where they’re spending their money.”