Google surf: What does the search for sex online say about someone?

I recently read a transcript of a radio interview where Shankar Vedantam (the Science Correspondent of US National Public Radio) was talking about how analyzing Google searches could tell us things of national importance about what is happening before they reached the relevant public authorities. He gave a lovely example:

“A year or so ago, the folks at Google realized that as the flu was spreading from state to state, people’s search terms were changing. So people would search for things like ‘What do I do if I have a sore throat?’ or ‘What do I do if my child is running a high temperature?’. And by tracking these searches, Google discovered, long before public health authorities discovered, how the flu was spreading from state to state”.

Such observations tend to suggest that what people use online search engines for and what they type into them can be a useful indicant of human behaviour. But is the same true for sexual behaviour? A recent report in the Indian Times revealed that the people of Pakistan had the most searches for ‘sex’ on Google in 2011 (followed by India in second place) using Google Trends software. More interestingly, in an article by Alan Dunn for Business Insider (Top Google Searches – What do People Search for?) reported that:

The keywords sex, porn, free porn and porno pretty much blow any other keywords out of the water. The amount of exact match volume for these 4 terms alone is 22,820,000 searches a month. Individually they are ‘porn’ (11,100,000), free porn’ (7,480,000), sex’ (2,740,000), [and] porno’ (1,500,000). Sex is obviously not bad. It’s more popular than ever”.

Last year, Dr. Ogi Ogas and Dr. Sai Gaddam published their book A Billion Wicked Thoughts: What The Internet Tells Us About Sexual Relationships. Their book was an academic study of what people worldwide looked for sexually when they went online. As the title of their book suggests, they analysed millions of anonymous Web searches, pornographic websites, erotic videos, etc. The authors used the Dogpile search engine to analyse data from the major search engines (e.g., Google, Bing, Yahoo, etc.). Ogas and Gaddam’s book provided us with what the New York Post (NYP) claimed was “the most complete survey yet of our collective sexual id”. Maureen Callahan (who wrote the piece for the NYP) noted that there were many surprising findings. For instance:

“Straight men enjoy a wider variety of erotica than imagined, including sites devoted to elderly women and transsexuals. Foot fetishes aren’t a deviance; men are evolutionarily wired to look for small feet, which are a sign of high estrogen production, which itself is a sign of fertility. Gay men and straight men have nearly identical brains, and their favorite body parts, in order of preference, line up exactly: chests, buttocks, feet. Straight men prefer heavy women to thin ones. Straight women enjoy reading about and watching romances between two men – it’s not about the sex, which is downplayed, but the emotion, which is the focus. (The largest audience for ‘Brokeback Mountain,’ says the book, was straight women.) Straight men have a fascination with other men’s penises, which may be conscious or unconscious”.

In an interview with the NYP, Dr. Ogas said that “sex therapists haven’t known which interests are common and which are rare. We probably now know more than ever before.” He and Gaddam ranked the most popular terms types into the world’s leading search engines and compiled a ‘Top 10 sex terms list. The leading search terms related to sex were: youth (13.5%), gay (4.7%), MILFs (4.3%), breasts (4%), cheating wives (3.4%), vaginas (2.8%), penises (2.4%), amateurs (approx. 1%), mature (approx. 1%), and animation (1%). The data was analysed in great detail. The NYP article by Callahan reported that based on Ogas and Gaddam’s study:

Men fantasize about group sex far more than women and picture more men than women in the action. Straight men prefer to watch amateur porn online, and the authors theorize it’s because of perceived authenticity – a fake orgasm, it turns out, may be as disappointing as one in real life. One of the most popular and diverse areas of interest in sexuality is domination and submission, with straight women and gay men most interested in the latter role. Gay men enjoy straight porn in large numbers….Straight males enjoy a wide variety of erotica, including sites featuring transsexuals and elderly women. The study also found that both gay and straight men favor chests, buttocks and feet (in that order)”.

US academic Professor Donald Symons, one of the world’s leading evolutionary psychologists, was quick to point out some of the book’s flaws and did not seem to be persuaded that what people searched for online necessarily was directly related to what people found sexually desirable. For example, does the fact that someone watches ‘granny porn’ or transsexual sex indicate that they find it sexually alluring? Symons argues they may just be viewing such material out of curiosity. Symons was quoted as saying:

“One of the first things I asked Ogi about was curiosity versus arousal. Ogi is convinced that when people are searching for things, it’s primarily for sexual arousal. I’m not so sure about that. If there was a porn star with three breasts — I bet there would be a zillion hits. Would that be a sign men were suddenly aroused by that? I think not…If it had been the case that women were just like men, but society had been repressing women and once they’re online, they seek the exact mirror-image of porn – that could’ve happened. But it didn’t…The research shows that men, as evolutionary science has long held, are stimulated visually, while women require a host of stimuli – context, emotion, verbal expression…What would be really shocking would be fetish sites devoted to acne suffers, or people with no teeth – signifiers of poor health and high reproductive risk. I don’t necessarily think that all men are searching for women with clear skin, one head and two breasts. But when you’re doing a search, you’re usually looking for things that are uncommon”.

This is why Symons thinks there is lots of online searching for transsexual pornography. I also agree with Symons that the data that Ogas and Gaddam collected wasn’t based on a representative sample of online users (only those who typed in sexual words to search engines), and no-one knows what motivated the search. If anyone checked out my online surfing habits, there is no way anyone could infer what I liked sexually because almost all of what I type into search engines is for research purposes. Given the amount of coverage I devote to paraphilic behaviour in my blog, it’s not surprising that the sites I look at say little about my own sexual desires and sexuality.One of the arguments that Ogas and Gaddam have put forward is their assertion that sexual deviance is to all intents and purposes a myth. In his NYP interview, Ogas claimed:

“People who are attracted to mirrors, or to beards, or get turned on by ants in their pants – these are cases that, until now, have been diagnosed by clinicians who’ve seen patients. The Internet gives us a far better sense – rough, but still – of what is a likely anomaly and what is a far more common predilection. We discovered things even Kinsey didn’t know. Foot fetishes, for example, are common across all cultures. The discovery may lead to a re-classification; perhaps someday, the male interest in feet will be considered as normal an interest as breast size or facial attractiveness”.

Ogas is adamant that people who look at unusual sexual behaviour online are attracted to it. In response to Professor Symons’ view that most of the unusual viewing online may be curiosity-based, Ogas (again in his NYP interview) believes that his research:

“Proves that men who look at elderly women are actually turned on by elderly women. There are forums where men talk about picking up grannies, the kinds that they like. We studied AOL search histories over a period of months – if someone’s just curious, they’re not going to spend money for a subscription to a site, or search for something over and over again”.

I thought I’d end today’s blog with a little local analysis of my own. As my regular readers will aware, my own blog has its fair share of articles on sexual behaviour, and I always take an interest in what people are searching for to click onto my blog. Well here is a little insight for you. On October 15 (2012), I looked at all the search terms that people had used to locate my blog (which on that day I had a total number of page hits of around 115,000). I excluded all searches where people had typed in my name or ‘Mark Griffiths’ Blog’. Here are the top search terms that managed at least 50 hits:

My initial observations are that most people that stumble upon my blog are people interested in paraphilias (as the highest non-paraphilic term was ‘nose picking’ at 14, and 34 of the top 40 search terms are paraphilia-based). It certainly looks as though ‘sex sells’ even at a local level like my blog.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Callahan, M. (2012). You’re not as kinky as you think: Massive Internet study finds that we’re all sexual deviants, New York Post, January 22: Located at:

Dunn, A. (2011). Top Google Searches – What do People Search for? Business Insider, December 21. Located at:

Griffiths, M.D. (2012). Internet sex addiction: A review of empirical research. Addiction Research and Theory, 20, 111-124.

Griffiths, M.D. (2012). The use of online methodologies in studying paraphilia: A review. Journal of Behavioral Addictions, in press.

Indian Times (2011). Pak tops Google search for sex, December 30. Located at:

Ogas, O. & Gaddam, S. (2011). A Billion Wicked Thoughts: What The Internet Tells Us About Sexual Relationships. Syracuse, NY: E.P. Dutton & Co Inc.

Smith, C. (2011). Top 10 Internet Search Terms About Sex: Study (Update). Huffington Post, April 26. Located at:

Werheimer, L. & Vedantam, S. (2012). Google searches are a window into our culture. Located at:

About drmarkgriffiths

Professor MARK GRIFFITHS, BSc, PhD, CPsychol, PGDipHE, FBPsS, FRSA, AcSS. Dr. Mark Griffiths is a Chartered Psychologist and Professor of Behavioural Addiction at the Nottingham Trent University, and Director of the International Gaming Research Unit. He is internationally known for his work into gambling and gaming addictions and has won many awards including the American 1994 John Rosecrance Research Prize for “outstanding scholarly contributions to the field of gambling research”, the 1998 European CELEJ Prize for best paper on gambling, the 2003 Canadian International Excellence Award for “outstanding contributions to the prevention of problem gambling and the practice of responsible gambling” and a North American 2006 Lifetime Achievement Award For Contributions To The Field Of Youth Gambling “in recognition of his dedication, leadership, and pioneering contributions to the field of youth gambling”. His most recent award is the 2013 Lifetime Research Award from the US National Council on Problem Gambling. He has published over 600 research papers, four books, over 130 book chapters, and over 1000 other articles. He has served on numerous national and international committees (e.g. BPS Council, BPS Social Psychology Section, Society for the Study of Gambling, Gamblers Anonymous General Services Board, National Council on Gambling etc.) and is a former National Chair of Gamcare. He also does a lot of freelance journalism and has appeared on over 2000 radio and television programmes since 1988. In 2004 he was awarded the Joseph Lister Prize for Social Sciences by the British Association for the Advancement of Science for being one of the UK’s “outstanding scientific communicators”. His awards also include the 2006 Excellence in the Teaching of Psychology Award by the British Psychological Society and the British Psychological Society Fellowship Award for “exceptional contributions to psychology”.

Posted on October 21, 2012, in Addiction, Compulsion, Cyberpsychology, I.T., Internet addiction, Mania, Obsession, Online addictions, Paraphilia, Popular Culture, Psychology, Sex, Sex addiction, Technological addiction, Technology and tagged , , , , , , , , , , , . Bookmark the permalink. 2 Comments.

  1. I have noticed on my own blog (which is merely about fashion and living with schizophrenia) that the most common search term is “forniphilia”, people getting aroused from being used as furniture or using others in such a manner. And that while I have devoted only one post to that subject! Quite remarkable I believe…
    Once again, a lovely post, very informative!

  2. Hi QP. Thanks for your observation and kind feedback. I’ve just realised that I somehow missed ‘forniphilia’ in my list as I had 422 searches for the word ‘forniphilia’ and 97 for the words ‘human furniture’ (totalling 522 which would take it into my top 10 word searches). Best wishes. Mark

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