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?

1. Porn, Pizza and Pharma
Gary Monk
May 1, 2018

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Please get in touch
@garymonk
linkedin.com/in/garywmonk/