Joe Krauss, who co-founded Excite, reveals that although the top 10 searches on Excite were made much more often than any other searches, they only represented 3% of the total searches made that day. In other words - power laws notwithstanding - most searches are the only search made with that term or set of terms on that day. There really is a huge variety in what people look for online.

Of course what isn’t clear is how much diversity there would be if you clustered searches by theme (eg what proportion of all searches are about sex in some form or another). For more about how the Internet makes it possible to address the diverse interests of people as well as their “mass” interests, see this blog post I made earlier.

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