People in Austria have turned to Google this year with searches reflecting a mix of sport, politics and pop culture, according to the search giant’s annual trends report, released this week.
From football triumphs and controversies to political scandals and global celebrities, the data offers a snapshot of the nation’s collective curiosities.
Football Takes Centre Stage
The most-searched term of 2024 in Austria was the “European Championship,” as football fever swept the nation. Spanish wunderkind Lamine Yamal topped the list of “international athletes,” while Austria’s skiing star Matthias Mayer led the “domestic athletes” category. Other sporting highlights included the “Handball Euros,” which featured in the top 10 general searches, and “Olympic sailing,” which landed in sixth place.
Not all sports stories were celebratory, however. The controversial term “Wolfsgruß” (wolf salute) ranked 10th in the “headlines” category. The term refers to a far-right gesture allegedly made by a Turkish footballer during a European Championship game, sparking widespread outrage and debate.
Political Drama
Political scandals were also a major draw for Austrian internet users, particularly those involving Green Party politician Lena Schilling. The environmental activist was the third most-searched term overall and earned the title of “Google’s Austrian of the Year.” She also topped the “domestic politicians” category, with Herbert Kickl, leader of the far-right Freedom Party (FPÖ), coming in second.
Other political figures followed, including Georg Dornauer of the Social Democrats (SPÖ), who was in the spotlight over a hunting photo scandal, and Green Party Environment Minister Leonore Gewessler, whose support for the EU nature restoration law led to a government crisis. The law itself prompted many to ask, “What is the nature restoration law?” – a question that ranked fifth among the most-asked queries of the year.
Rain and Concerts
Unpredictable weather was a key topic, with “rain warning” coming in fourth in the overall ranking. Questions such as “Why so much rain?” and “What does disaster area mean?” highlighted the public’s concern over the year’s extreme weather events.
Meanwhile, US pop star Taylor Swift was Austria’s second most-searched term, topping the “international celebrities” and “singers/bands” lists. Her popularity was not just down to her global fame – her Vienna concerts, cancelled in August due to terror threats, made international headlines.
Other celebrities who drew attention included Donald Trump, Joe Biden and Kamala Harris, reflecting interest in November’s US election. In the music world, comebacks from Oasis and Linkin Park, the latter with a new lead singer, also captured the public’s imagination.
Scandals and Farewells
Scandal-filled stories dominated the “headlines” category, led by alleged double murderer Roland Drexler and a tragic attack in Solingen, Germany, in August.
In the “farewells” category, the death of Richard Lugner, a well-known Austrian property tycoon and reality TV star, was the most-searched topic. Austrians were also curious about “Who will inherit Lugner’s fortune?” Former Chancellor Brigitte Bierlein also appeared in the rankings, alongside international figures such as football legend Franz Beckenbauer and Russian opposition leader Alexei Navalny.
