difference in use behavior based on forum vs forums keyword
 

I have wondered about this for a while...

using Google Analytics there is a big difference in bounce rate, pages viewed, time on site etc based between users coming in with the keyword "my niche forum" vs "my niche forums"

My Niche Forum = bounce rate 26%, pages per visit 10, time on site 12:33

My Niche Forums = bounce rate 7% pages per visit 27 time on site 19:55


Does anyone else have similar results? Is it possibly a different type of user uses the term forums vs forum? Any other ideas? It's just weird. They both have brought in a large number of visitors so it's not just because of a small sample size.