Reliability of Google Trends: Analysis of the Limits and Potential of Web Infoveillance During COVID-19 Pandemic and for Future Research

Background: Alongside the COVID-19 pandemic, government authorities around the world have had to face a growing infodemic capable of causing serious damages to public health and economy. In this context, the use of infoveillance tools has become a primary necessity.

Objective: The aim of this study is to test the reliability of a widely used infoveillance tool which is Google Trends. In particular, the paper focuses on the analysis of relative search volumes (RSVs) quantifying their dependence on the day they are collected.

Methods: RSVs of the query coronavirus + covid during February 1—December 4, 2020 (period 1), and February 20—May 18, 2020 (period 2), were collected daily by Google Trends from December 8 to 27, 2020. The survey covered Italian regions and cities, and countries and cities worldwide. The search category was set to all categories. Each dataset was analyzed to observe any dependencies of RSVs from the day they were gathered. To do this, by calling i the country, region, or city under investigation and j the day its RSV was collected, a Gaussian distribution X i = X ( σ i , x ¯ i ) was used to represent the trend of daily variations of x i j = R S V s i j . When a missing value was revealed (anomaly), the affected country, region or city was excluded from the analysis. When the anomalies exceeded 20% of the sample size, the whole sample was excluded from the statistical analysis. Pearson and Spearman correlations between RSVs and the number of COVID-19 cases were calculated day by day thus to highlight any variations related to the day RSVs were collected. Welch’s t-test was used to assess the statistical significance of the differences between the average RSVs of the various countries, regions, or cities of a given dataset. Two RSVs were considered statistical confident when t < 1.5 . A dataset was deemed unreliable if the confident data exceeded 20% (confidence threshold). The percentage increase Δ was used to quantify the difference between two values.

Results: Google Trends has been subject to an acceptable quantity of anomalies only as regards the RSVs of Italian regions (0% in both periods 1 and 2) and countries worldwide (9.7% during period 1 and 10.9% during period 2). However, the correlations between RSVs and COVID-19 cases underwent significant variations even in these two datasets ( M a x   | Δ |   =   +   625 % for Italian regions, and M a x   | Δ | =   + 175 %   for countries worldwide). Furthermore, only RSVs of countries worldwide did not exceed confidence threshold. Finally, the large amount of anomalies registered in Italian and international cities’ RSVs made these datasets unusable for any kind of statistical inference.

Conclusion: In the considered timespans, Google Trends has proved to be reliable only for surveys concerning RSVs of countries worldwide. Since RSVs values showed a high dependence on the day they were gathered, it is essential for future research that the authors collect queries’ data for several consecutive days and work with their RSVs averages instead of daily RSVs, trying to minimize the standard errors until an established confidence threshold is respected. Further research is needed to evaluate the effectiveness of this method.