What did people search for “Product Management” in 2016?

We are past 2016 by a few hours now. I did this exercise of finding out what people searched about product management (primarily on Google) in 2016 like I did the last year. The queries searched were split into four categories:

  • Employment e.g. “product manager salary”
  • Informational e.g. “what is product management”
  • Skills e.g. “product management certification”
  • Tools e.g. “product roadmap tools”

category-split

Share in 2016 Difference from 2015
Employment 24% -9%
Informational 21% -6%
Skills 37% 16%
Tools 18% -1%

category-ad-split

Queries that saw a huge increase since the last period

“product management courses” 50%
“product management skills” 40%
“product management conference” 40%

Top queries under each category

Employment
“Product manager salary”
“Product manager resume”
Informational
“What is product management”
“how to become a product manager”
Skills
“Product management training”
“Product management certification”
Tools
“Product management software”
“Product roadmap tools”

Soliloquy

  1. Product Managers seem to have an increased interest in up-skilling themselves in the trade in 2016. What remains unanswered is if it is aspiring product managers who contributed to the increase or existing product managers who felt that they needed some sort of a discipline as a practitioner.
  2. In 2015, the employment category advertisement cost was cheap in comparison to other categories, that has completely changed in 2016. Recruiters seem to be shifting their budget significantly to search-engine marketing as that provides candidates with high intent.

Read what this report looked like last year for 2015.

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