A recent study analyzed billions of Wikipedia searches and found that the public’s interest in plants and animal species is often linked to the seasonality and migration patterns of wildlife. The findings contribute to a body of research that uses internet search data to understand and gauge the public’s interest in environmental topics. Researchers believe this information can ultimately help guide more effective wildlife conservation campaigns.

The study: Wikipedia searches and species

The study, led by John Mittermeier, an ornithology student at the University of Oxford, was published on March 5 in the PLOS Biology journal. It analyzed 2.3 billion Wikipedia page views of 32,000 different species. The authors examined pages across 245 different languages over a span of three years. The study’s most pertinent finding shows that over a fourth of all page views were linked to the seasonality of the searched-for species. The authors concluded that this means that people are paying attention to the plants and animals around them, despite the widening disconnect between people and nature.

According to Mittermeier, each page could count as a human-wildlife interaction, “if you count a click as an interaction”. Although “clicks” are debatable as an interaction, it is true that people are increasingly disconnected with nature in many parts of the urbanized world. The study’s authors are hopeful that this knowledge of seasonal interest can turn into support for wildlife conservation.

Related: IKEA teams up with London artists to upcycle old furniture into funky abodes for birds, bees, ​and bats

Searches and Seasonality

The study found that searches for particular species peaked during certain seasons or times of migration. For example, searches for Baltimore Orioles were higher in the Spring when the birds migrate to breeding grounds. Searches for flowering plants were also higher during times when flowers were in bloom, whereas searches for evergreen plants like pine trees had no correlation to season.

“The results of this study…encouragingly suggest that humans remain attuned to the seasonal dynamics of the natural world,” Mittermeier explained.

The authors also noted cultural trends in the searches. For example, searches for Great White Sharks rose during the Discovery Chanel’s Shark Week.

Mittermeier and the co-authors believe the study will help explain important questions, such as “how is the world changing, for which species is it changing the most and where are the people who care the most and can do the most to help?”

Similar internet-search studies

There are a number of other studies that have examined the ties between internet searches and environmental topics. In fact, this body of research is part of an emerging field called “conservation culturomics,” which uses digital trend data to understand public support for and interest in the environment.

One similar study examined Google searches on environmental topics since 2004, particularly testing linkages between ‘conservation’ and ‘climate change‘ and the competition between those two searches within the public’s “limited bandwidth” for environmental topics. Although the authors originally believed climate change would overpower conservation and biodiversity searches, findings reveal that both topics are closely linked and that searches for the two were about equal.

Remarkably, the data also revealed a drastic increase in interest in conservation and climate change among populations in India, Nepal, and Eastern and Southern African countries.

Another study suggests that spikes in wildlife conservation searches occur around the publication of news articles on similar topics, however, such peaks are not associated with the publication of research studies. This discovery shows the critical importance of the media for conservation and climate change awareness and suggests that conservation organizations should look to strengthen partnerships with journalists and media channels as complementary to their investments in scientific research.

Still, different study on internet searches for endangered wildlife species revealed that the general public is far too focused on endangered mammals, while equally important and threatened fish and reptiles receive little attention and therefore very few searches. Again, this study concluded that more media attention must be given to lesser-known and often less-charismatic species in order to peak public support for their protection.

All of the studies’ authors are quick to point out that though the use of internet searches is a great and inexpensive way to read the pulse of the general public and understand their curiosities; interest does not equate to support, and conservation organizations must use the new information to turn curiosities into financial and political action.

Via Monga Bay

Image via Dave_E