Trends in Tattoo-Related Google Search Data in the United States: Time-Series Analysis

Tattoos are becoming increasingly common in the United States. However, little information is available to help clinicians anticipate where, when, and on what topics patients will seek guidance regarding tattoo care, complications, and removal.

The aim of this study was to model web searches concerning general interest in tattoo application, tattoo removal, and the geolocation of tattooing services.

Relative search volumes (RSVs) were elicited from Google Trends, filtered to web searches made in the United States between January 15, 2008, and October 15, 2022. Longitudinal data were analyzed in GraphPad Prism and geospatial data were visualized with Datawrapper for general interest searches (tattoo and tattoo removal), aggregated geolocating searches (eg, tattoo shops near me), and symptomatic searches relating to adverse effects (eg, itchy tattoo). Results were compared to previous global literature and national surveys of tattoo prevalence.

In the United States, the search terms tattoo and tattoo removal have experienced stable RSVs over the past 14 years, with both showing peaks in the summer and troughs in the winter. RSVs for search terms that geolocate tattooing services have experienced a general increase in use since 2008. A compilation of results for all collated geolocating search terms localized these searches mainly to the American South, with lesser involvement in the eastern Midwest and inland West. Increased search interest in the Southeast at the expense of more populous coastal states and Great Plains or western Midwest states reflects the ongoing harmonization of tattoo prevalence across regions, as shown by national surveys. Searches for symptoms related to adverse reactions to tattooing experienced an increase over the period of interest, with the same distribution as previous global findings.

Clinicians should be aware of an increase in search interest regarding tattoos and their removal, especially during the summer months in the Southeast and Midwest. This increase in interest is occurring together with increased tattoo prevalence and increased search interest for adverse reactions in a country lagging behind in tattoo ink regulation.