Using Google Search Data for Sunburn as a Surrogate for Sunburn Prevalence in the United States

Objective: The investigators sought to evaluate the feasibility of using state-based Google Trends^® search volume data for sunburn as a surrogate marker for state sunburn prevalence. Design: State-based search volumes for sunburn were assessed for associations with environmental risk factors for ultraviolet (UV) exposure. Setting: Search volume data for sunburn were queried from google.trends.com for all United States (US) searches from January 2004 to December 2017. UV exposure data came from publicly available databases. Participants: This analysis included searches occurring in the US. Main Outcomes and Measures: Risk factors for UV exposure included degrees latitude, annual number of clear days, average annual temperature, mean state elevation, number of low/moderate/high/very high/extreme UV index days, state outdoor recreation tax revenue, and state consumer spending on outdoor recreation. Regressions and correlations between state searches for sunburn and risk factors for UV exposure were assessed using linear regression and Pearson correlations. Results: Searches for sunburn were significantly associated with state degree latitude (coef= -0.59, r=-0.47, p=0.001); number of low UV index days (coef= -0.37, r=-0.46, p=0.001); moderate UV index days (coef=1.46, r=0.36, p=0.01); high UV index days (coef=0.30, r=0.43, p=0.002); and average annual temperature (coef=0.37, r=0.45, p=0.001). Conclusion: Searches for sunburn in the United States are directly correlated with certain UV exposure measures. These data suggest that search volume for sunburn may be used as a surrogate marker for state sunburn prevalence.