You may have heard, the Olympics are in London this year. This month everyone is talking about the Olympics so it was a no-brainer for me to write something Olympics-related. As is often the case with my job, the difficulty comes not in finding something to share but in picking just one topic out of hundreds of insights that can be gained from the Experian Hitwise data.

For this month I’ve chosen to focus on the athletes, the poster boys and girls of London 2012. The interesting thing that I’ve discovered through this process is that it is rarely the sporting achievements that make an athlete into a star. From an online perspective at least, it is the human stories behind the sports men and women that are competing this summer that make them interesting and therefore lead to increased search activity. (more…)