The Google search engine has gone from a small academic research project to the world's leading Web search engine in just a few years. When you request a search on the Web, it is more likely than not that results will come from the Google database with their results being used at their own sites, Yahoo!, BBC, AOL, and many other search sites. Estimates of Google's search query market share range from 30% to 60%.

From the 55 billion searches conducted on Google in 2002, Google has published their 2002 Year-End Zeitgeist, which they call "..a unique perspective on the year's major events and hottest trends by Google users from around the world..."

While there are obvious cautions to be taken with a system that tracks search queries from internet users only, and a still fairly US focused sample based on Google's high US user-ship, Google is well positioned to provide stimulating data on popular trends, including consumer and interest trends.

A welcome addition tis year has been a section devoted to Japan only, which provides the top 10 queries in the categories of "women", "men" and overall. Interesting information, if not data you would want to stake your advertising campaign on..

The world data reveals data on the top brand queries, top news stories, and a time line of how queries rose and ebbed during the year. The top rising queries suggests a main interest in popular culture such as pop stars, computer games and Hollywood films.

The "Zeitgist" is usually published once a month, and is worth a visit to keep up with consumer trends among a large number of Internet users.