We Love Our Moms and We Aren’t Afraid to SEARCH It

Posted by Richard Rhee, Analytics Manager & Nonie Carson, Marketing Specialist Mother’s Day is around the corner and we wanted to celebrate moms the only way we know how—slicing data and building awesome graphs. We pulled data from Google and Bing (we would have asked our moms because they always know best, but felt they could use the day off) and uncovered some interesting stats and insights on “mothers day”-related searches in the U.S. Some of these insights might surprise even the biggest mom fans and remind us how much we really care about our mothers! We took a look at search volume from last year’s Mother’s Day, Father’s Day and Valentine’s Day to get a full search picture of each holiday. We Love Moms Most… According to Google, we love our moms more than dads or significant others! When comparing search interest for “mothers day” to “fathers day” and “valentines day,” moms take the clear lead in search interest. mom 1 Some of Us Search More than Others… Did you know our nation’s capital generates more mom-search-love than any state? DC drives nearly 3X the amount of search interest compared to the lowest state—Oregon, which doesn’t search for “mothers day” as much; come-on Portland! According to Google, moms in DC enjoy the highest search interest for “mothers day.” mothersdaymap We Shell Out Cash for Mom… We aren’t afraid to spend money on our moms; according to Google, more people are searching online for cards, flowers and gifts for Mother’s Day than for both Father’s Day and Valentine’s Day. Dads are especially overlooked on their special day (sorry, Dad, but I can’t afford to send you fishing—I already spent my cash on Mom). mom 2No Gas Station Roses for Moms While search interest for Valentine’s Day peaks faster and higher than that for the other two holidays, it also exhibits the all-too-familiar “Oh shoot! That’s today?!” While we might throw together gifts at the last minute for our significant others, we take our time thinking about what to get and send our moms. mom 3   “That’s NEXT Sunday, right? No? WHAT?” Mother’s and Father’s Day are moving holidays in the sense that they don’t fall on the same date every year, which may lead to some confusion and more searchers looking up the dates. Unlike search activity for when Valentine’s Day falls, search activity for the other two holidays peak 1 to 2 weeks prior to the date. Comically enough, some poor (or very well-prepared) souls actually spend time searching for the date of the holiday after it’s already passed. mom 4 Just Another Reason Moms Regret Having Sons… When it comes to loving moms, data from Bing suggests females are more appreciative. If that weren’t enough, females also tend to search for pricier items—flowers and gifts—whereas males tend to simply stop at cards (except when it comes to flowers for Valentine’s Day), presumably because they don’t need a search engine to tell them what they already know—the best Mother’s Day gift is the Matrix Trilogy Blu-Ray Deluxe Set. mom 66 Some States Just Don’t Search for Anyone! While DC and Oregon anchor either end of the spectrum of search interest for “mothers day,” this is generally true for “fathers day” and “valentines day” as well. Simply put, some states translate their love into search more than others. With few exceptions (e.g., West Virginians love their significant others far more than either parent), states that generate more interest in one holiday tend to generate more interest in the other two as well. mom 7Sources: Google Trends, 2014; Bing Ad Intelligence, 2014


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