Content Marketing Blog

Australia’s Snapchat capital and 3 more insights from the new Google Trends

Last week, Google unveiled a revamped version of Google Trends, a free resource providing insights into what people have been searching for.

One of Google’s great advantages is that it collects vast amounts of data. It is the world’s largest search engine and in this part of the world is so dominant that it handles up to 98 per cent of all internet searches.

In the official blog post announcing the changes, Google said it was “the biggest expansion of Google Trends since 2012” and that the newlook site was specifically aimed at journalists and content creators.

Aside from the look and feel, the most significant change Google made to Google Trends was adding in realtime search data for the first time. You can now use Google Trends to see what’s happening in search right now.

If you run a company blog, the new Google Trends could be a great tool for researching stories. You can see the topics that are trending now and recently in a particular industry or location. You can also compare products, people and brands to see what Google’s users are most interested in.

Here are four examples of little nuggets of information that can be quickly extracted from Google Trends:

Australia’s Snapchat capital

It turns out Snapchat, the popular smartphone app for sharing time-limited content, is more popular in Tasmania than any other Australian state. The Google Trends search index over the past 12 months maxed out at 100 in Launceston and Tasmania as a whole.

Searches for Snapchat don’t necessarily mean good news for the business. People could be trying to find out how to delete their accounts (that is actually one of the top five related searches). But the most popular search term is “Snapchat names”, which suggests a fair chunk of people are at least thinking about signing up. Snapchat is one of the world’s fastest growing social media sites, with some recent reports suggesting it could now have close to 200 million users.

Donald Trump for President

Plain-speaking billionaire, Donald Trump, is running for President in the US and it seems he’s ahead of his rivals when it comes to stoking the interest of voters. Google Trends data since June 10th shows his name was searched more than other leading candidates, including Hilary Clinton, in almost every state. Interest in Trump spiked on June 16th when he officially announced his plans to run for the Republican nomination.

One of the handy features of Google Trends is that you can add news headlines to your graphs to help you figure out the stories behind the data. This is the search index for “Donald Trump” over the last 30 days. The news story at the top of the upward curve was his announcement speech.

Trump will be less pleased to see “Carlos Slim” top of the fastest rising related queries. Slim is the world’s richest man and worth up to six times Trump’s USD $9 billion estimated net worth.

In his inaugural campaign speech, Trump made some disparaging remarks about Mexicans, prompting his critics to point out that one of the relatively few people richer than Trump is Carlos Slim – a Mexican.

June 2012: Content marketing arrives in Australia

When we first set up in Sydney in January 2011, content marketing was still waiting for its big breakthrough in Australia. The first few clients and prospects we dealt with weren’t familiar with the term and we found we were much better off finding other ways to describe what we did.

But that started to change in our second year. More and more companies were talking about content marketing and we started to see much more interest in what content creation and promotion could do for brands.

You can see the emergence of content marketing as a hot search topic in Australia from mid-2012 on this Google Trends graph:

Ambitious content marketers should be heading to Oslo in Norway, which tops the search index for “content marketing” over the past 90 days. San Francisco, Boston (home of our sister company, Brafton), Copenhagen and New York complete the top five.  

Samsung Galaxy s6 v iPhone 6 plus

The increasingly large share of website visits on mobile devices means content marketers need to pay close attention to what’s happening in the smartphone space. The global smartphone market used to be about brands, but it’s more about operating systems these days.

Between them, Apple’s iOS and Google’s Android were on more than 96 per cent of smartphones shipped during the first quarter of 2015, according to the International Data Corportation (IDC). Apple’s famously closed model means only Apple makes devices that use its iOS platform. That makes its 18.3 per cent share of Q1 shipments all the more impressive.

It was driven of course by the iPhone, which remains one of the most successful smartphones of all time. But the current leader in the handset market is Apple’s great rival Samsung, which picked up 24.6 per cent of the total, shipping more than 82 million handsets.

Australia has always bucked the global trend when it comes to smartphones. Here, Apple’s iOS is more popular than Android. Figures for May from StatCounter, which measures smartphone preferences, put the split at 53 per cent versus 44 per cent in Apple’s favour.

This Google Trends graph shows search interest in the iPhone 6 compared to the Samsung Galaxy s6 over the past 90 days. It looks like Australia’s preference for Apple could be fading:

If you’d like to learn more about to use Google Trends, check out Google’s support pages.

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