Wall Street Journal Dissects Popular Search Terms Using AOL Data

NEW YORK — AOL’s recent security gaffe that leaked thousands of customer search terms may have created a wave of protests from politicians and privacy advocates, but for Wall Street Journal technology reporter Lee Gomes it was fodder for a recent article that revealed what people most look for online.

Sorting through about 36 million searches generated by more than 650,000 AOL users, Gomes came to one definitive conclusion: Deals dominate the Internet.

“One thing about us Internet users: We like our music, we like our pictures, we like our sex — and we like them all free,” Gomes said, adding that the word “free,” was the most popular search word, other than prepositions and conjunctions.

As for searches for sexual content, Gomes found the term “sex” ranked high on the list alongside such popular words as “music,” “map” and “pictures.”

“The web turns out to be every bit the domain of the unbounded id we always thought it was,” Gomes said. “According to a research paper about the data prepared by an AOL-led team, porn was the third most common activity of web searchers, behind entertainment and shopping. My study showed that 14 percent of all users made some form of explicit sexual search. And sex was No. 44 on the list of greatest hits words; usually, it's around 2,500 for standard usage, such as in English-language novels.”

According to Gomes, the most popular person searched for in the data was Peter Wentz, the singer for pop group Fall Out Boy. Pamela Anderson was second, followed by Paris Hilton.

While the Wall Street Journal has made its own study, others have mined the data using more sophisticated techniques. As XBIZ reported earlier, IT firm Splunk has released its seven Internet user profiles based on the AOL data.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

UPDATED: Supreme Court Rules Against Adult Industry in Pivotal Texas AV Case

The U.S. Supreme Court on Friday issued its decision in Free Speech Coalition v. Paxton, striking a blow against the online adult industry by ruling in support of Texas’ controversial age verification law, HB 1181.

North Carolina Passes Extreme Bill Targeting Adult Sites

The North Carolina state legislature this week ratified a bill that would impose new regulations that industry observers have warned could push adult websites and platforms to ban most adult creators and content.

Supreme Court Ruling Due Friday in FSC v. Paxton AV Case

The U.S. Supreme Court will rule on Friday in Free Speech Coalition v. Paxton, the adult industry trade association's challenge to Texas’ controversial age verification law, HB 1181.

Ofcom: More Porn Providers Commit to Age Assurance Measures

A number of adult content providers operating in the U.K. have confirmed that they plan to introduce age checks in compliance with the Online Safety Act by the July 25 deadline, according to U.K. media regulator Ofcom.

Aylo Says It Will Comply With UK Age Assurance Requirements

Tech and media company Aylo, which owns various adult properties including Pornhub, YouPorn and Redtube, plans to introduce age assurance methods in the United Kingdom that satisfy government rules under the Online Safety Act, the company has announced.

Kyrgyzstan Parliament Approves Measure Outlawing Internet Porn

The Supreme Council of Kyrgyzstan on Wednesday passed legislation outlawing online adult content in the country.

Trial Set for Lawsuit by U Wisconsin Professor Fired Over Adult Content

A trial date of June 22, 2026, has been set for the civil lawsuit filed by veteran communications professor Joe Gow against the University of Wisconsin board of regents, which fired him for creating and appearing in adult content.

New UK Task Force Meets to Target Adult Content

The architect of an influential report that recommended banning adult content deemed “degrading, violent and misogynistic” has convened an “Independent Pornography Review task force” aimed at translating that report’s findings into action in the U.K.

11:11 Creations Launches Affiliate Program

11:11 Creations principal Alicia Silver has launched 11:11 Cash for creators and affiliates.

Pineapple Support, Pornhub to Host 'Self Love' Support Group

Pineapple Support and Pornhub are hosting a free online support group for performers to develop self-love.

Show More