Yandex Search Queries on Kids and Parenting: Age 6-18

Last week we published a blog based on research that looked at Yandex search queries on parenting, which account for 1.7 million monthly queries on Yandex.  The first part of the post looked at patterns on whether queries directly ask about male and female children or are gender neutral and the second part looked at queries for babies and toddlers. This post will continue the topic by reviewing the research on parenting search queries for children age six to eighteen. While the original research published by Yandex in Russian covered each year, this post looks at queries for every few years.

Yandex users enter a combination of queries for boys and girls at age six that are defined by what is average or normal at that age in terms of their health and what is appropriate for games and development. Parents seek advice on teaching their children, providing them with the right games and toys for development, among other queries relating to normal development or symptoms. It’s evident that parents are still seeking information online on health-related topics  as is more common for babies and toddlers but that there are more queries on other topics.

 

By the time children turn nine, parental queries shift with their age but searches are still quite similar in terms of the breakdown of health queries and those on development. However, the topic of birthdays stands out for this age (8 and 10 also).   Four queries relating to birthday make the top most common searches for this age group.

As Russian children become tweens, queries still ask about health and development topics but start to really question independence, fitness, and applicability for child prices.  Birthday parties and gifts are still an important topic for Yandex users for this age group.

Yandex queries about kids as teenagers follow a similar pattern on health and development topics but expands to ask about more independence with queries such as where to go, international passports, and permission to go abroad. Other queries such as how to find a common language and how to bring up reflect the age shift and interest in navigating that better.

By the time children reach eighteen, there are far fewer queries and concern from parents seeking help online. The topics shift to ask about more legal questions once a person has turned eighteen.

Overall the research showed a far heavier reliance on Yandex to help with common parenting questions for babies and toddlers and a major expected drop off once kids turned eighteen. However, across the different ages there was a consistent set of questions parents asked. Many were asking about what is normal at that age, while many others were seeking advice on what is appropriate.  Today turning to our local search engine and the internet has become common practice as we face new challenges and want more information.