Search and Traffic Data Reveal the Internet’s Hottest Topics for Investing, Debt, and Savings

August 14 marks National Finance Awareness Day, a time to take stock of our savings, investments, debts, and personal finances to prepare for a more stable future. To help lead the way toward financial literacy, we’ve pulled data on the hottest trending financial web searches, plus the most-visited financial sites, tools, and resources. 

So, what’s on America’s mind when it comes to money? Personal finance is a key concern for many as the nation continues to grapple with inflation, a tough housing market, the impending return of student loan payments (unless the borrower is one of the roughly 800,000 individuals to receive an account adjustment), and a potential recession. One way to get ahead of the unknown is by understanding the online sentiment surrounding these topics.

From retirement funds to side hustles, debt relief, and investments, here are some of the financial topics that are firmly on people’s minds.

Amidst so much economic instability, Americans are asking lots of questions online about what the future might hold, while also trying to wrap their minds around the past few years. 

When the pandemic first hit, fears of economic fallout ran high, followed by an initial rebound, and now we’re left to wonder if we’re headed into or recovering from a recession. Not since 2008 have Americans been this focused on the concept of a recession. From January 2020 to May 2023, searches for “when will recession end” rose by 35,900%, clearly marking growing frustration with the current economic climate. 

But it’s not just a recession on people’s minds. The housing market is also stirring up discussion online. After lockdown’s era of cabin fever and homes flying off the market at record prices, people are wondering when the other shoe will drop. From July 2020 to April 2023, US searches for “housing market correction” skyrocketed by over 100,000%, demonstrating collective anxiety and anticipation for when the market might start to cool off. With so much uncertainty about the economy in general and an unpredictable housing market further fueling the fire, it’s no wonder that searches for “housing market recession” grew by over 15,000% from January 2020 to May of 2023, proving nerves are still running high. 

But Americans aren’t taking all of the uncertainty around a recession or the housing market lying down. One potential avenue toward financial security that is showing online growth is the “side hustle.” From January 2020 to May 2023, US searches for “legit side hustles from home” increased by 9,400%. It’s clear that people are taking matters into their own hands and working hard to make a few extra bucks to help their investments and savings go even further.

Whether they’re looking for answers on bonds, stocks, or alternative assets like gold, people are doing their due diligence to figure out the best places to put their money. 

For example, searches for “how to buy bonds” grew by 18,900% from July 2020 to April 2023, and queries for “disadvantages of investing in gold” increased by 11,900% over the same period. Additionally, searches for “why bonds are better than stocks” grew by 267%. 

And while the buzz (and headlines) around crypto have ebbed and flowed over the past few years, it’s no surprise that search trends align with public curiosity and interest. From July 2020 to April 2023, searches for “is crypto worth investing in” increased by 2,000%, and queries for “how to invest in crypto currency” grew 1,600%. 

Whether they’re pursuing tried and true investing tactics or experimenting with market disruptors, Americans confer with many resources to execute their investing plans. Our web traffic data reveals that from July 2020 to April 2023, the five most-visited investment advice websites were: 

While folks with cash to spare might be looking for the best ways to stretch those extra dollars through investments, National Finance Awareness Day also presents an opportunity for us to consider debt as a component of financial well-being. For Americans in debt or considering taking out loans, education is key to making informed decisions. 

From July 2020 to April 2023, US Google searches for “What is good and bad debt?” increased by nearly 22,000%. Americans are seeking answers on which types of debt could increase or decrease their financial standing, which is essential for short- and long-term financial decisions (and your ability to make them based on creditworthiness). 

If you’re carrying debt from your credit card, student loans, auto loan, or home mortgage, there are many resources available to help you figure out the best path forward. From July 2020 to April 2023, the top three most-visited financial wellness websites were Credit Karma (63M), Fidelity (55.3M), and Experian (44.3M), which all offer resources for understanding and improving your credit score and credit standing. 

There are also options out there for folks seeking debt consolidation. Between July 2020 and April 2023, the most-visited debt relief sites in the US were: 

While managing debt and navigating investments can be a lot, it’s important to remember the desired end goal. For most people, amassing the savings to live a comfortable retirement is a pillar of their financial planning. 

As is the case with other financial concerns, retirement and savings accounts generate significant interest online. From July 2020 to April 2023, US searches for “401k roth vs. 401k” increased 7,900%, as Americans seek the best ways to save for retirement.

But people aren’t just looking for clarity on which type of retirement account to open. Americans want to know how much they should be investing. Searches for “How much should I contribute to my 401k?” grew 128% from July 2020 to April 2023.  

For more traditional savings accounts, Apple has garnered a great deal of interest with its new savings account. Searches for “Apple savings account” increased by over 1.1M% from July 2020 to April 2023, revealing mounting interest in the new high-yield savings account from Apple in the months leading up to its official April launch. 

Financial stability is a gateway to personal empowerment. By managing debt, investing wisely, and saving often, we can set the stage for personal financial wellbeing for years to come. National Finance Awareness Day provides an excellent opportunity to take charge of your financial health and planning by encouraging individuals to take the first step towards a better financial future.