Google has unveiled the findings of its 2024 Year in Search for South Africa, revealing unexpected trends and sometime bizarre topics that formed the zeitgeist during the year.
Year in Search provides an annual analysis that reveals the top trending lists and spotlights what the world searches to see, learn, and do.
In South Africa, 2024’s results showed a heightened interest in entertainment, current affairs, events, sports, celebrities, and notable personalities who passed away.
Interestingly, the year saw the unexpected rise of a seemingly simple word – demure.
“Once a term often associated with outdated notions of femininity, ‘demure’ has been reclaimed and reimagined for a new generation,” Google said.
“What began as a playful TikTok trend ignited a broader conversation about individuality, self-expression, and challenging societal norms. From fashion runways to social media feeds, the word ‘demure’ was everywhere, sparking curiosity and inspiring creativity – the meaning of the word demure is one of this year’s most searched words.”
Tshwala Bami, a captivating amapiano track featuring S.N.E and EeQue took the music world by storm. Released earlier this year, the song surpassed 100 million streams within a month after its release, solidifying its position as a global hit and this year’s most searched Amapiano dance tune.
Among celebrities and media personalities who passed away this year, talented and rising star in the South African film industry, Mpho Sebeng topped the search list for loss.
The passing on of Liam Payne and Pravin Gordhan followed in this category as losses that captured the interest of South Africans this year.
After conquering the box office worldwide, Inside Out 2 soared to the top of South Africa’s most searched movies while Baby Reindeer claimed the number one spot for the most searched TV shows.
While South Africans were eager to make their mark during the 2024 National Elections in May, IEC topped the most searched event list.
Online searches also revealed a keen interest in the results of the US elections, which came up second as the most searched event this year.
