Google released ins 2024 search trends report, revealing the trends in the year’s most popular search queries globally and for independent nations in the world’s most popular search engine.

Before we dive into the UK and global results, it is important to not that the trends in the report are not the most searched for words or phrases, as these tend to not vary year on year as dramatically. For instance, ‘weather’ and ‘temperature’ or ‘restaurant near me’ would be top searches every year, and not necessarily reflect modern trends or what has peaked people’s interest over the year.

Instead Google has revealed what terms have seen a spike in traffic over the past year over a sustained period to ascertain what set 2024 apart in people’s eyes.

With that clarification, let’s take a look at some of the top searches of 2024 in the UK and in the Globe.

Overall, top searches in the UK included sporting and election events as well as celebrities who passed away over the year.

The Euros, the European football tournament, peaked this year, as well as searches for Liam Payne, the One Direction singer who passed away this year, and Jay Slater, a UK teen who died on holiday in Tenerife earlier in the year.

However, delving further into top searched people, Kate Middleton was the most searched for person in the UK, with spike surrounding her disappearance from the public eye as she dealt with illness.

President-elect Donald Trump was the second most searched for person in the UK in 224, followed by Luke Littler, the Scottish darts champion who is just 17 years old.

Global and regional politics were of interest across the globe, as Brits looked up when the US election and the UK budget announcement would be. Brits most wanted to know ‘how to’ vote in the election, get Oasis tickets, and watch one-off sporting events like the Mike Tyson vs Logan Paul event.

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In terms of entertainment, UK users were most interested in Beetlejuice Beetlejuice, as well as It Ends With Us, a film which suffered from a rather dramatic press tour. Baby Reindeer, the viral sensation based on a true story, was the most search after TV show, followed by Fool Me Once.

As far as global trend go, UK patterns seemed to be not far off the norm.

Sporting events like Copa America and UEFA European Championship were top searches, as well as the death of Liam Payne.

The US election, likely due to its effect on global politics, was the most searched for news story of the year, with Donald Trump being the most searched for person of the year as well.

UK Top 10 Searches

1. Euros
2. Liam Payne
3. Jay Slater
4. Michael Mosley
5. US Election
6. Kate Middleton
7. Baby Reindeer
8. Olympics
9. Oasis tickets
10. Fool Me Once

Global Top 10 Searches

1. Copa America
2. UEFA European Championship
3. ICC Men’s T20 World Cup
4. India vs England
5. Liam Payne
6. Donald Trump
7. India vs Bangladesh
8. iPhone 16
9. Olympics
10. Catherine, Princess of Wales