Understanding Russian Parents Online: Yandex Queries Relating to Children

For many of us, we now rely on online resources to help understand how to solve daily issues that pop up. Sometimes we ask search engines to provide us with resources for some big picture questions that are truly important matters in our lives. In Russia, the same goes for Yandex users, who turn to the dominant search engine for a variety of topics.  Every month over 1.7 million Yandex queries are entered that relate to children and parenting.  Russian Search Marketing is reviewing Yandex research on these queries in a two part blog series. This first post covers overall dynamic and queries for babies, which make up more than those on children age seven to eighteen.

Overall Russian parents ask gender neutral queries about their “child” when they are newborns and under the age of one. At that point many of the queries are more about development topics. However, parents do still enter queries in a gender neutral format throughout their child’s early years of development and into their tweens.  There is a clear pattern that those queries decrease with age.

As for specific questions about their male and female children, parents seem to ask more about their boys at age five and about girls at age 10 and 12, with queries about girls appearing to be more relevant than queries about boys.

Under the age of one parents are entering Yandex queries about what they should or can do firs the first six months and then appear to get more confident in that dynamic as they age and start asking what they should feed their babies. Overall the queries relate to the health and development of their babies, ranging from temperatures and symptoms to methods for development like gymnastics, toys, and games.

The general interst from parents to solve problems or seek online resources relating to parenting showing a common pattern of users who turn to Yandex to help better navigate their daily routines.  Between forums and websites dedicated to parenting, there are many reliable resources.

By the age of three, parents continue referring to Yandex to answer some of their concerns and questions about their toddlers but queries transition from the higher focus on health and developmental topics to those on specific toys and events.

The next blog post will cover the most popular search queries on Yandex for ages six to eighteen to show not only the relevant topics for parents but how these change over time as their children age.