Russian search marketing is glad to bring readers the latest Yandex search query schedule outlining Russian queries by times of day, days of the week, and device type. Among offering other products and services, Yandex is the leading search provider in Russia and also the local leader of contextual advertising with approximately 60% of both the search and advertising markets. Just under 600,000 advertisers use Yandex to advertiser their products and services to Yandex users.
Yandex analysts recently published research on Yandex search queries, helping advertisers on Yandex.Direct better understand how to potentially adapt their campaigns to reach their audience at the right time on the right day. As seen below, Yandex searches peak at 10:00 pm but most significantly on tablets. As expected, there are far fewer searches coming from the few night owls and instead, a relatively steady amount of searches on Yandex throughout the day from 10:00 am to 10:00 pm. Yandex searches on phones rise after the typical work and school hours from 4:00 pm to 10:00 pm. During the day, phone searches are less common than desktop when people are most likely at their work computers.
Similarly, when considering the days of the week, users sitting at their desks during the work week likely drive the heavier amount of queries from desktops Monday through Friday. Desktop queries drop during the weekend while phones and more so tablets slightly increase on Saturday and Sunday. When looking at the Russian users’ phone search activity, there is the least noticeable variation. easy accessibility and mobility likely drives the consistent phone traffic for Yandex searches.
Advertisers on Yandex.Direct may consider the Yandex search query schedule to adapt the timing of their ads, reducing emphasis during the night and early morning in exchange for greater efforts during the evenings. Another consideration for advertisers may be to increase mobile ads during the weekend when desktop queries drop.