A computing device includes a processing unit, and a system memory connected to the processing unit. The system memory includes instructions that, when executed by the processing unit, cause the processing unit to create: a demographic identification module that retrieves demographic profile information associated with a user and identifies a relevant demographic category based on the demographic profile information; a population search module that categorizes search information from other users within the relevant demographic category as the other users search for information, the search information including search terms used by the other users and destination content reviewed by the other users; and a search result module that filters a search query from the user by applying the categorized search information for the relevant demographic category and presents filtered search results to the user.