Whether you’re a horror fanatic, enjoy superstitions, or just grew up in the 80s, Friday the 13th is a night you remember. As this last Friday was the only one of 2016, we investigated how Americans feel about this day by looking into their online searches. While most Americans use generic search terms, the most engaged searchers are actually looking for Friday the 13th tattoo ideas. Now that’s commitment!

What else inspires fear in America’s superstitious searchers? Who gives us the heebeegeebees? These questions and more creepy insights are revealed in this Friday the 13th analysis.

Top ten Friday the 13th searches

Here’s what we found from analyzing Friday the 13th keywords over the previous two weeks of relevant search activity:   

# Search term % of top 10 Engagement rate (compared to the average CTR)
1 Friday the 13th 58.46% -6.45%
2 Happy Friday the 13th 6.49% 4.39%
3 Friday the 13th memes 6.01% 7.82%
4 Friday the 13th 2016 5.11% -9.87%
5 Friday the 13th tattoos 4.93% 31.20%
6 Friday the 13th game 4.80% 4.96%
7 Friday the 13th meme 4.80% 8.96%
8 Friday 13th 3.68% -5.88%
9 Happy friday 13th 3.38% -7.02%
10 Friday the 13th movie 2.34% -28.12%

While most searchers chose to use generic terms to guide them, some keywords generated substantially more engagement than others. First (and possibly most terrifying), place for engagement goes to “Friday the 13th tattoos”, with consumers clicking on these results 31 percent more than the list’s average CTR. Last place goes to “Friday the 13th movie” searchers,with a CTR that was 28 percent less than average.

Friday the 13th movies may have been forgotten, as only a mere 2 percent of the searchers were interested in the iconic movies. So we set out to take a different route, focusing on an iconic character from another horror cult movie, Freddy Krueger, only to learn that a different Freddy dominates today’s horror-related searches.  

Freddy Fazbear overtakes Freddy Krueger

We started this analysis thinking the usual suspects would dominate searches, namely Jason from Friday the 13th, Freddy Krueger from Nightmare on Elm Street, or even Regan from The Exorcist. What we found instead is a new antagonist has been haunting your dreams: Freddy Fazbear. The creepy teddy bear of indie point-and-click video game fame topped our search query, and prompted us to filter our report to only include keywords that contained “Freddy.”

This new search revealed a scary 85 percent of individual searchers typed in “Five Nights at Freddy’s” or the video game’s lead character, Freddy Fazbear.

Top ten Freddy searches:

# Search term % of top 10 Engagement rate (compared to the average CTR)
1 Five Nights at Freddy’s 51.75% 15.18%
2 Freddy Krueger 11.10% -23.69%
3 Five Nights at Freddy’s 4 8.13% -15.63%
4 5 nights at Freddy’s 5.02% 17.02%
5 Five Nights at Freddy’s 2 4.40% 5.76%
6 Five Nights at Freddy’s game 4.16% 14.72%
7 Freddy vs Jason 4.16% -22.18%
8 Five Nights at Freddy’s movie 3.87% -14.56%
9 Freddy Fazbear 3.73% 2.88%
10 Five Nights at Freddy’s sister location 3.68% 20.50%

Freddy Krueger searches underperformed by at least 22 percent compared with the other terms on the list. This may be due to more specific searches, such as “Freddy vs Jason,” or the engaging nature of video games and hack searches (“Five Nights at Freddy’s sister location” for example). Regardless, a new Freddy is scaring America these days, and he’s a bear.

Bottom line: The internet is wide and vast. And even though we tend to believe we know what to expect, the world wide web proves we have more to learn. Our panel of over 100-million global consumers constantly reveal new insights to us, and rightfully remind us that there’s always more to learn when you dig a little deeper. And after all, 100-million people can’t be wrong.