On Saturday January 13, residents all across Hawaii received a text message at 8:07am stating that a ballistic missile was on it's way to their island and advised they should take shelter immediately. [...] We can't begin to imagine what would go through someone's mind after reading that message, but based purely on the traffic numbers, it's NOT to be watching porn.
Based on real-time, per-minute pageviews, and compared to levels on the previous two Saturdays, our statisticians found a precipitous drop in traffic at 8:07am immediately after the warning was sent out. By 8:23am, traffic was a massive -77% below that of a typical Saturday. As residents were notified around 8:45 that the initial warning was sent in error, traffic began to return to normal and Hawaiians collectively breathed a sigh of relief. Those seeking further relief, headed back to Pornhub where pageviews surged +48% above typical levels at 9:01am.