Recently we took a look at how Russians are searching by device. In that post, readers learned more about the breakdown of device use for searching, in part two we will focus on the details of the actual queries by device. With fresh data from Yandex research analysts, we are able to break down Russian queries and see what grammar structure goes into Russians’ queries, the search intent, and search topics as they relate to intent. This blog not only looks at search query intent by website, info, and content but gives categories among these three different types of query intent and breaks down query examples for each.
When looking at the share of words in Russian searches, 56% of Russian queries are nouns, such as searching a site, movie, or game. Also, 89% of Yandex queries have nouns in them. Clearly, nouns are the most common part of speech in search queries. The next most common parts of speech in search queries is prepositions, which are 10% of Russian queries. Adjectives are close behind, making up 9% of the queries. When thinking about how others search in English, it is not surprising that nouns would make up a large part of the queries even in Russian.
When it comes to different devices, Russian searches vary on what they are trying to find. On computers, the most common goal and 29.2% of the queries are information searches. 25.2% of queries are content related, while 24.5% are website searches, leaving 21.1% of Russian queries showing an unknown goal.
On tablets, 33.7% of queries are information searches. Similar to computers, this is the most common goal of queries on tablets. 24.1% of queries are website searches, while 20.8% are content searches, and 21.4% have an unknown goal. Tablet queries vary slightly from computers, on tablets website searches are more common than content searches. A possible reason for this is that tablet and even touch screen phone keyboards may be more difficult to type on than a computer, making life easier by just searching the name of a site in the search box, rather than typing the full address.
On phones, 37.1% of queries are information searches, making them the most common on mobile devices. This is not surprising, as mobile phones are the most convenient way for us to get answers to questions on the go, or literally at our fingertips. 23.3% of queries are content related, 18.9% are website searches, and 20.6% of queries made on phones have an unknown goal.
While Russians type of queries on different devices vary, more specifically we have research that shows the different websites they are searching on device. On computers, the most common websites searches are related to media sites, think of online news sites. Russians are also using their computers mostly to search for organizations, think of banks and private businesses. Closely following behind organization sites are bulletin sites, think of sites like the Russian version of Craigslist, Avito.ru.
On tablets, the most common website searches are similar to computers website searches, the most common search queries are also media, organizations, and bulletin sites.
Russian queries made on phones have the same top site searches as computers and tablets, but they’re much closer in percentage compared to the percentage of site searches on the other devices.
Moving on to the most common goal of all queries, information searches, we will look at the info Russians want to find by device. On computers, tablets, and phones the most common reason for an info search is instructions on how to do things. From recipes to tips on winning video games, “how to” searches for Russians are quite similar to the way the rest of us seek advice from the Internet. Russian searches for info also frequently include dictionary searches that include word definitions, translations, and of course Wikipedia searches that define certain people, events, and topics.
When looking more specifically at content queries, Russians are searching pretty similarly on all three devices. The most common content searched for on computers, tablets, and phones are images. Other popular content searches are audio related, followed by software, think of virus protection programs and game downloads. Online gaming is extremely popular in Russia, and their gaming market reached nearly one billion dollars in 2015.
Russian searches also vary on all three devices. On computers the most common request topic is school, being 7% of Russian searches’ request topics. School encompasses any search that is related to secondary or higher education, educational search requests, school events, and tutor requests. About 40% of school related task searches are looking for homework task solutions. The most common request topics from both tablets and phones are related to health and beauty. 9% of request topics from Tablets and phones are health and beauty related. This is not surprising, because a big part of Russian culture is related to fashion and appearance.
Looking ahead to the next blog, Russian Search Marketing will analyze the last part of this research that looks at topics by device. The post will show how certain topics are much more common for devices based on higher volume of searches coming from those devices.