The Same Keywords But Wildy Different Monthly Searches?

[work together]

Hi

I am researching a new site that I'd like to create. Looking at Googles Keyword tool - How can these two results differ so much?

Using exact match

keyword's keyword - 74,000 monthly searches
keywords keyword - 3,600 monthly searches
(the only differance is the top searches uses 's rather than just s)

Do honestly mean to tell me that that over 70,000 more people use the 's rather than just s? So for example they are typing in women's fashion loads more than just womens fashion.

Am I understanding it correctly?

Thank you in advance for your advice.
Alan

[phranque]

i would expect it to be different but i would actually expect higher volume without the apostrophe.

[work together]

Yes I agree it just doesn't make sense? I'd love to hear from someone with any ideas please?

Thanks Alan

[Yoshimi]

If google included all s and 's in the 's results on the basis that s was a common grammatical error for 's, but only included s in the s results on the basis that if you are advertising for s you want only people looking for the misspelling, it could explain why 's shows a higher number of results?

(reading that back it's as clear as mud but I can't think how else to say it :)