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Porn, Pizza and Pharma

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An Analysis of the Mobile Search Habits of Americans. What are the proportion of searches performed on mobile devices across the most popular categories? How does healthcare and pharma stack up in terms of consumers searching on mobile?

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Porn, Pizza and Pharma

  1. 1. Porn, Pizza and Pharma Gary Monk May 1, 2018
  2. 2. Introduction • It is clear mobile searches in healthcare are rising rapidly (see my previous slideshare) • How does the high proportion of mobile health searches compare to the most popular searches today, across a range of categories? • To answer the above I looked at the Top 100 Google searches by volume and analyzed the proportion of these searches performed on a mobile device
  3. 3. The keywords are varied and fall across a range of diverse categories 1 Youtube 2 Facebook 3 Amazon 4 Gmail 5 Google 6 Craigslist 7 Ebay 8 Netflix 9 Walmart 10 Google Maps 11 Yahoo Mail 12 Yahoo 13 Google Translate 14 Facebook Login 15 Weather 16 Home Depot 17 Maps 18 Google Docs 19 Translate 20 Target 21 Pornhub 22 Paypal 23 Usps Tracking 24 Hotmail 25 Lowes 26 Calculator 27 Best Buy 28 Pinterest 29 Google Drive 30 Pandora 31 Bank Of America 32 Youtube To Mp3 33 Wells Fargo 34 Instagram 35 Google Classroom 36 Zillow 37 Speed Test 38 Linkedin 39 Cnn 40 Twitter 41 Mapquest 42 Ups Tracking 43 Costco 44 Capital One 45 Indeed 46 Usps 47 You Tube 48 Pizza Hut 49 Espn 50 Amazon Prime 51 Kohls 52 Xnxx 53 Roblox 54 American Airlines 55 Chase 56 Xvideos 57 Dominos 58 Verizon 59 Fox News 60 News 61 Hulu 62 Spotify 63 Etsy 64 Msn 65 Expedia 66 Macys 67 Porn 68 Steam 69 Gamestop 70 Turbotax 71 Bed Bath And Beyond 72 Dropbox 73 You 74 Groupon 75 Airbnb 76 Thesaurus 77 Papa Johns 78 Southwest 79 Aol Mail 80 Reddit 81 United Airlines 82 Walgreens 83 Fedex Tracking 84 Powerball 85 Twitch 86 Autozone 87 Jcpenney 88 Soundcloud 89 Credit Karma 90 123Movies 91 Imdb 92 Google Scholar 93 Donald Trump 94 Ikea 95 Minecraft 96 Comcast 97 Southwest Airlines 98 Bing 99 Xhamster 100 Traductor Searches from March 2018. Link to Source
  4. 4. The keywords are varied and fall across a range of diverse categories (19) 1 SOCIAL MEDIA 2 SOCIAL MEDIA 3 ONLINE RETAIL 4 EMAIL 5 SEARCH ENGINE 6 ONLINE RETAIL 7 ONLINE RETAIL 8 MOVIES 9 RETAIL 10 TOOLS 11 EMAIL 12 SEARCH ENGINE 13 TOOLS 14 SOCIAL MEDIA 15 TOOLS 16 RETAIL 17 TOOLS 18 SOFTWARE 19 TOOLS 20 RETAIL 21 PORN 22 FINANCE 23 POSTAL 24 EMAIL 25 RETAIL 26 TOOLS 27 RETAIL 28 SOCIAL MEDIA 29 SOFTWARE 30 MUSIC 31 FINANCE 32 SOCIAL MEDIA 33 FINANCE 34 SOCIAL MEDIA 35 SEARCH ENGINE 36 PROPERTY 37 TOOLS 38 SOCIAL MEDIA 39 NEWS 40 SOCIAL MEDIA 41 TOOLS 42 POSTAL 43 RETAIL 44 FINANCE 45 SEARCH ENGINE 46 POSTAL 47 SOCIAL MEDIA 48 PIZZA 49 NEWS 50 ONLINE RETAIL 51 RETAIL 52 PORN 53 ONLINE GAMING 54 AIRLINES 55 FINANCE 56 PORN 57 PIZZA 58 TELECOMS 59 NEWS 60 NEWS 61 MOVIES 62 MUSIC 63 ONLINE RETAIL 64 NEWS 65 TRAVEL 66 RETAIL 67 PORN 68 ONLINE GAMING 69 RETAIL 70 TOOLS 71 RETAIL 72 SOFTWARE 73 SOCIAL MEDIA 74 ONLINE RETAIL 75 TRAVEL 76 TOOLS 77 PIZZA 78 AIRLINES 79 EMAIL 80 SOCIAL MEDIA 81 AIRLINES 82 RETAIL 83 POSTAL 84 OTHER 85 MOVIES 86 RETAIL 87 RETAIL 88 MUSIC 89 FINANCE 90 MOVIES 91 MOVIES 92 SEARCH ENGINE 93 OTHER 94 RETAIL 95 ONLINE GAMING 96 TELECOMS 97 AIRLINES 98 SEARCH ENGINE 99 PORN 100 TOOLS PORN
 PIZZA
 RETAIL
 NEWS
 ONLINE RETAIL
 PROPERTY
 
 POSTAL 
 TELECOMS
 FINANCE
 SEARCH ENGINE
 AIRLINES
 
 EMAIL
 
 SOCIAL MEDIA
 TRAVEL
 
 TOOLS
 MOVIES
 
 MUSIC 
 ONLINE GAMING SOFTWARE 
 OTHER
 

  5. 5. These 19 distinct categories, show a wide range of search percentages performed on mobile Porn Pizza Traditional Retailers' News & Sports Media Online Retail / Marketplace Property Postal Telecoms Personal Finance Search Engine Airlines Email Social Media Travel Apps/Tools Movies/Streaming Music Online Gaming Tech Software 6.0 27.8 31.7 36.0 37.2 40.2 41.3 41.9 43.2 43.8 45.0 48.2 51.0 51.2 52.1 52.1 58.3 74.8 84.0 Numbers represent median percentage searches on mobile device (excluding tablet) Source: Google data Q1 2018 % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  6. 6. Health condition results vary but around 2 out of 3 searches are made on mobile HIV Depression Schizophrenia Breast Cancer COPD ADHD Multiple Sclerosis Erectile Dysfunction Premature Ejaculation Alzheimers 58.2 59 61.9 63.4 65.5 67.5 68.4 68.4 69.7 75.2 Median = 66.5% Note these health searches are niche and did not fall into the Top 100 however the purpose of this presentation is to compare health vs these popular searches The list of conditions were picked based on those analyzed in my prior slideshare % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  7. 7. Search device also varies by drug but the majority are on mobile Vicodin Motrin Amoxil Neurontin Synthroid Glucophage Zestril Zofran Delasone Lipitor 57.5 59.6 59.8 60.1 60.3 60.4 60.9 61.6 62.0 68.0 Median = 60.4% Note these drugs also did not fall into the Top 100 but are here to compare the mobile % of health vs popular searches The list of drugs were picked being popular US Rx drugs. Based on the following source % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  8. 8. Porn Pizza Traditional Retailers' News & Sports Media Online Retail / Marketplace Property Postal Telecoms Personal Finance Search Engine Airlines Email Social Media Travel Apps/Tools Movies/Streaming Music Online Gaming Tech Software 6.0 27.8 31.7 36.0 37.2 40.2 41.3 41.9 43.2 43.8 45.0 48.2 51.0 51.2 52.1 52.1 58.3 74.8 84.0 If overlayed on the top categories of search diseases and drugs would be in 3rd and 4th place in mobile searches Diseases median is 66.5% Drugs median is 60.4 % Only Pizza and Porn have proportionately more mobile device searches % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  9. 9. A quick conclusion • The only conclusion I want to make is highlighting how important mobile is within healthcare versus these other main categories • The remaining slides show the breakdown of the Top 19 categories in more detail, with some commentary so feel free to take a look :-)
  10. 10. Porn was the highest searched category on mobile devices Xvideos Xnxx Pornhub Porn Xhamster 67.0 77.2 84.0 86.2 91.8 Median = 84.0% Further analysis was out of scope of this investigation…. % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  11. 11. Pizza was by far the second most searched for category on mobile Pizza Hut Dominos Papa Johns 73.8 74.8 77.5 Median = 74.8% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  12. 12. Traditional retailers have a high number of searches on mobile devices Gamestop Autozone Walgreens Walmart Jcpenney Target Best Buy Kohls Ikea Macys Costco Home Depot Bed Bath & Beyond Lowes 54.1 54.1 55.2 56.3 56.6 56.9 57.9 58.7 62.0 62.0 67.9 68.1 76.2 78.0 Median = 58.3% Gamestop and Autozone even though ‘traditional retailers’ have built out a significant online presence, possibly contributing to the higher number of mobile searches % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  13. 13. News and Sports Media are varied in their mobile device searches Espn News Cnn Fox News Msn 40.3 52.0 52.1 61.5 64.4 Median = 52.1% MSN, even though originally an online provider has a lower mobile search percentage % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  14. 14. Online retailers interestingly have a lower proportion of mobile searches versus traditional retailers Craigslist Groupon Ebay Amazon Amazon Prime Etsy 47.4 49.9 51.5 52.6 54.5 68.5 Median = 52.1% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  15. 15. Postal and tracking searches are about half mobile and numbers were consistent across keywords Ups Tracking Usps Tracking Usps Fedex Tracking 48.9 50.7 51.2 51.8 Median = 51.0% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  16. 16. Telecoms providers (only 2 in the cetegory) are around 50% mobile Verizon Comcast 44.3 52.1 Median = 48.2% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  17. 17. Personal finance has a large variability as a category. Online only (Credit Karma and PayPal) are generally higher. Wells Fargo has more mobile searches than any other traditional bank Credit Karma Wells Fargo Paypal Capital One Bank Of America Chase 37.8 39.0 41.1 48.9 55.4 69.7 Median = 45.0% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  18. 18. Search engines are fairly consistent, specialized academic searches (Classroom and Scholar) are desktop lead Indeed Yahoo Bing Google Google Classroom Google Scholar 7.3 14.8 43.4 44.2 45.4 57 Median = 43.8% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  19. 19. Airline related searches are consistently less than 50% Southwest Southwest airlines American airlines United airlines 42.5 42.9 43.4 46.7 Median = 43.2% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  20. 20. Searches for email providers vary significantly, mobile vs desktop Yahoo mail Hotmail Aol mail Gmail 29.1 35.9 47.8 53.6 Median = 41.9% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  21. 21. Social media provider searches have a huge variability Facebook Login Facebook Instagram Twitter Reddit Youtube To Mp3 You Tube You Youtube Pinterest Linkedin 16.0 24.4 39.4 39.6 40.1 41.3 46.4 51.7 56.8 71.4 79.3 Median = 41.3% Facebook and LinkedIN have a massive difference of mobile versus desktop search. Both have good mobile device and mobile browser experiences but LinkedIN leans heavily to desktop % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  22. 22. Both travel related keywords are fairly consistent Expedia Airbnb 39.2 42.8 Median = 40.2% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  23. 23. Apps / Tools are of course variable as the cover a multitude of situations. Interestingly maps are more desktop focused Weather Traductor Translate Google Translate Thesaurus Turbotax Speed Test Mapquest Maps Calculator Google Maps 17.8 21.1 22.8 26.6 28.5 37.2 37.7 54.5 55.1 57.0 83.4 Median = 37.2% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  24. 24. Movie streaming searches vary but only around 1 in 3 are mobile 123Movies Twitch Hulu Netflix 25.7 34.5 37.4 45.6 Median = 36.0% Perhaps not surprising considering screen size % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  25. 25. Music streaming searches are predominantly desktop/tablet Soundcloud Pandora Spotify 29.8 31.7 44.6 Median = 31.7% Pandora could refer to the music app or Jewelry. Search results are dominated by the music app. % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  26. 26. Online gaming varies depending on game type Minecraft Roblox Steam 19.2 27.8 51.0 Median = 27.8% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  27. 27. Tech software, particularly these relating to file storage are unsurprisingly desktop driven Dropbox Google Drive Google Docs 5.3 6 13.1 Median = 6.0% % of searches on mobile device (ex. Tablet) Q1 -2018 - Google
  28. 28. A quick note on methodology: • The source of the Top 100 keywords appeared robust, when checking search volumes, however it is just a snapshot. In holiday periods ‘hotels’ are likely to appear. The purpose is not a precise list, rather to show how health related searches compare to other categories • This research looks only at searches in mobile/desktop browsers and does not account for the use of mobile apps or websites visited from bookmarks or directly typed into the browser. • This analysis focuses on the number of searches of various keywords on mobile versus desktop (and tablet) and does not look at time spent on mobile device, however there is good evidence this is around 2x - 3x desktop • Health data will vary slightly from my previous slideshare as the dates were different (Q1 2018 vs rolling 12 months) and excludes tablets devices
  29. 29. Please get in touch @garymonk linkedin.com/in/garywmonk/

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