I posted a few days ago about change in interest in church (in the LDS Church in particular) during the coronavirus. I used Google Trends data on searches for the Church. Commenters on the post (and on Facebook) made some excellent points about how differences might be attributable to change in interest from Mormons versus from non-Mormons. In this post, I’m going to make a quick attempt to tease that apart. (Commenters also raised other good critiques, such as that a change in Google Trends data might not reflect a difference in organic interest so much as a structural change in how church is happening during the pandemic, that are beyond the scope of what I will look at in this post.)
My approach is simple. Rather than looking at Google Trends data for just the Church itself, I’ll look at data for two different Mormon-related terms, one that’s more often used by Mormons, and one that’s more often used by non-Mormons. For the term more often used by Mormons, I chose “Come Follow Me,” an excellent suggestion Ardis made on my last post. Given that it’s a pretty well-known statement Jesus made in the New Testament, I wouldn’t have guessed how much its usage would be dominated by Mormons, but it clearly is. Looking at the Google Trends data, here are reasons I think it’s mostly being searched by Mormons:
- Search volume is the highest for the US, and within the US, for Utah, followed by Idaho.
- There are weekly Sunday peaks that disappear on Conference weekend.
- The top five associated search terms Google Trends suggests are all Mormon related.
For the term more often used by non-Mormons, I’m using “Mormon,” which is ideal because President Nelson’s campaign to get us to stop saying it is clearly having an effect on people in the Church, but, not surprisingly, hasn’t been so quickly heeded by people outside the Church. As with “Come Follow Me,” the data looks consistent with the expectation of who’s using it, as the peaks are for Mormon-related news stories rather than for General Conference, when searches for the Church peak.
This graph shows daily results for “Come Follow Me” since the beginning of 2019.

















