Looking at Yahoo Buzz today about the popularity of Chocolate searches on Yahoo.  I wondered who is searching for each type of chocolate (maybe there’s an insight to be found here for web metrics or marketing).

Yahoo Buzz brings up the following point:

"But choco-freaks the world over are divided: some like it milky, and some prefer it dark. The staunchest bunch are the dark-chocolate purists, who, with the rise of the gourmet and artisan chocolate niche, have been adding cocoa percentages and vintages to their chocolate. Whatever happened to plain old peanut butter and nougat?

And then it gives the most popular chocolate searches in Yahoo lately.

Popular Dark Chocolate Searches

Dark Chocolate Health Benefits of Dark Chocolate Dark Chocolate Brownies Dark Chocolate M&M’s Dove Dark Chocolate

Dark Chocolate Iced Wedding Cakes Dark Chocolate Recipe Dark Chocolate Mousse Recipe Dark Chocolate Cake Sugar-Free Dark Chocolate Candy

 

First I broke down the Demographic segmentation for who wants each type of Chocolate (wish I could tie that to a person like Ashlee Simpson likes Dove Dark Chocolate or Clay Aiken —well he’s alergic to Chocolate so I don’t think he’d search for any of these types - or any chocolate).

I did some investigating using AdLabs Demographic Prediction Tool and found that in most cases, the target audience for chocolate is woman and the only time it was 50-50 was for Dove Dark Chocolate (a brand).  Also, I found, according to the tool, that young woman were the one’s most concerned about their weight and wanted sugar free Dark Chocolate while Woman over 50 were interested in Dark Chocolate Recipes.

Hmmm… Food for Thought (see my findings below).

1. Dark Chocolate

:0.38 :0.62Females Age: 35~49 target audience

2. Health Benefits of Dark Chocolate

:0.33F:0.67emales Age: 18~24 target audience (huh?!)

3. Dark Chocolate Brownies

:0.31 :0.69Females Age: 35~49  target audience

4. Dark Chocolate M&M’s

:0.37 :0.63Females Age: 35~49  target audience

5. Dove Dark Chocolate

:0.50 :0.50Anyone between the Age: 35~49

6. Dark Chocolate Iced Wedding Cakes  Few males interested - to be expected.

:0.13 :0.87Females between Age: 25~34

7. Dark Chocolate Recipe Woman over 50?  Really?  Maybe it’s a Libido thing.

:0.20 :0.80 Females Age: 50+

8. Dark Chocolate Mousse Recipe Same audience as Dark Chocolate Recipe .

:0.21 :0.79Females Age: 50+

9.Dark Chocolate Cake  Same audiences as Dark Chocolate Recipe.

:0.11 :0.89Females Age: 50+

10.Sugar-Free Dark Chocolate Candy  

:0.27 :0.73Females 18-24 Target Audience

I also looked at what the the strongest GeoDemograpic Segment for each of these terms using AdCenter.

You can then tie in location (I did not do that in this post) with Age/Sex/GeoDemographic Cluster segment and get a idea on Who is interested in a particular query and where they’re most likely to be located (based on the Query alone).