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Modern conservation operates at the nexus of biological and social influences. While the importance of social and cultural factors is often mentioned, defining, measuring and comparing these factors remains a significant challenge. Here, we explore a novel method to quantify cultural interest in all extant reptile species using Wikipedia — a large, open-access online encyclopaedia. We analysed all page views of reptile species viewed during 2014 in all of Wikipedia's language editions. We compared species' page view numbers across languages and in relationship to their spatial distribution, phylogeny, threat status and various other biological attributes. We found that the three species with most page views are shared across major language editions, beyond these, page view ranks of species tend to be specific to particular language editions. Interest within a language is mostly focused on reptiles found in the …