Naver Data Lab: How to gain insights on Korean search trends

You can also filter data by a time range, like a week or month.

And below the section for popular search terms, you can easily jump to the search term tool and regional statistics.

Search Term Trends

Naver Data Lab: Search term trends

Search term trends come in handy for identifying keyword trends among Naver’s captive 42 million users.

First, select up to five topics based on the keywords you are querying. Then, enter any secondary keywords related to the topic and separate them by commas (,).

You can add up to 20 keywords per topic. For example, when searching the keyword “table”, you can supplement your search with secondary keywords like “four-person table”, “folding table”, “dining table”, and so on.

Again, you can filter the data by a time range, whether that’s one month, three months, or a year. To narrow your search further, there are also filters for device, gender, and age.

Naver Data Lab: Search term trend statistics

After setting your parameters, Naver Data Lab shows you how many times a topic is searched on Naver by aggregating the search volumes of your entered keywords into a single trend.

The accompanying graph shows the daily, weekly, and monthly searches on Naver for the trends you wish to analyze. It also sets the total search volumes for these trends on a relative scale from 0 to 100; if the search volume figure for January is 100 and 75 in June, then searches in those months have dropped 25%.

So, like Google Trends, Naver Data Lab compares keyword trends relative to each other—instead of using their real-time search volumes—but from Naver-owned properties like Naver Café, Naver Blog, and Naver Shopping. A difference between the two, however, is that Naver Data Lab provides additional data filters for device, gender, and age.

Let’s explore how these filters can help you understand target market demographics when analyzing shopping insights.

Shopping Insights

Naver Data Lab: Shopping insights by category

Naver Data Lab’s shopping insights gives you detailed statistics of each category (field) and illustrates these with various graphs for click volume trends based on time range, device, gender, and age.

For instance, the graphs above denote that clicks for furniture/interior-related product listings are heavily attributed to mobile users (81%) and females (71%), so brands in that category can leverage this information for their targeting strategy.

On the right-hand sidebar, you’ll notice the 20 most popular search keywords relating to the category you searched, which may feed you with more elaborate keyword discoveries.

After analyzing a particular category, you can generate detailed keyword analysis. First, select a category (field) and separate the keywords with commas, then set a time range for your data before filtering by device, gender, and age.

Aside from viewing the overall trend, you can also compare the click volumes for each keyword within your specified category.

Naver Data Lab: Search query stats under shopping insights

On the other hand, Google Trends has 25 categories distinct from Naver’s, ranging from education to property to law.

Keyword comparison on Google Trends

Regional Statistics

Naver Data Lab: Categorical interest by region

Regional statistics reveals the interest levels for each category by region.

You can filter the data by city and/or county (or Gu) and check the search interest level—on a relative scale from 0 to 100—for the 10 most-searched industries in that area, which is based on search terms on Naver.

Naver Data Lab: Card usage stats under regional statistics

Another key difference between Naver Data Lab and Google Trends is that the former also measures search interest based on payments made by BC cardholders, thereby letting you see the categories with the highest purchase volumes by region.

Comment Statistics

Naver Data Lab: Comment statistics

Lastly, comment statistics show you the status of comments made on Naver News articles, revealing the number of comments per category and their distribution by gender, device, and country.

Naver Data Lab vs Google Trends

The similarity between Naver Data Lab and Google Trends is that both platforms compare keyword trends on a relative scale, so while you cannot view exact search volume figures, both platforms paint a better picture of trends over time.

A difference is that data from Google Trends is pulled from a global database while data from Naver Data Lab is more localized since it is pulled from Naver-owned properties, which are all in Korean. The search filters to view the data are quite different as well.

Here’s a comparison of the similarities and differences between Naver Data Lab and Google Trends.

Naver Data Lab vs Google Trends: Similarities

• Both tools let you compare the trends of up to five keywords.
• Both tools generate graphs comparing keyword trends over time on a relative scale.

Naver Data Lab vs Google Trends: Differences