Keyword trends, regional interest and demographics

No. The dated graph uses the highest popularity across the supplied terms as its common reference. Each term’s regional indicators instead use that term’s strongest region as 100. Its age and gender indicators separately use the strongest category in each group as 100. These values are not interchangeable or audience percentages.

Start with each term’s regional indicators to see where its relative signal is stronger. Keep any within-region comparison values as reported, matched to the accompanying keyword order; do not recompute them into audience shares. A separately returned comparison across all regions uses the highest value across all submitted terms and locations as its reference, so even that scale is not an absolute count.

Within the same age or gender category, the submitted terms’ combined popularity is the reference total of 100. The values compare those terms within that category, not the proportion of all people belonging to it. Match the values to the returned keyword order rather than assuming an order.

No. Available averages summarize relative popularity across the whole returned range. They do not count searches or people. Changes in the series also do not establish their cause or predict future demand.

A reported 0 means insufficient data for the term. Null or missing values are unavailable and should not be filled with zero. With one keyword, the two-term regional and demographic comparisons are null. Use only the dates, regions and categories actually returned; a response receipt time does not prove all underlying data is current.