Choice of a search engine
Although Google is slowly but steadily gaining market share in Russia, only 6% of Internet users search solely in Google, according to the recent research from Neiron.ru. Based on analysis of 651 188 search queries, Neiron team found that 70% of users searched only in Yandex, 6% - only in Google and 24% - in both search engines.
Search behaviour on Yandex: men vs. women
The market leader Yandex pays a lot of attention to users’ behaviour. So-called “behavioural factors” are even incorporated in Yandex ranking algorithm. Obviously, making searcher behaviour such an important part of their business, they must know a great deal about it. But how?
After introduction of MatrixNet
, their own machine-learning technology, Yandex understands its users much better and even claims to be able to identify their age group, income level and gender based on their search behaviour. To prove the point, Yandex recently published results of an extensive study
(in Russian), explaining the differences in search behaviour of men and women.
48% of Yandex users are men, 52% - women. On average a user makes 6,1 search queries per day. Women search slightly less than men – 6 search queries vs. 6,1, but spend more time searching.
Number of words in a search query
Russian men are less wordy than women, and their average query consists of 3,2 words (3,5 for the ladies). Women make fewer mistypes (11% vs. 12% for men). One of the reasons for this can be the fact that women are more likely to copy a snippet of texts and paste it into the search
field, explains Yandex.
Women more often use spoken language while searching for information, and ask more questions when they search (4,2% or all search queries vs. 3,3% for men). The most popular Russian question words in Yandex search are “что” (what) and “как” (how).
Geographical names in search queries
Russian women are more likely to add city names to their search queries (3,7%) than men (2,9%).
The names of cities and towns are mainly used in search queries relates to local businesses (shops, companies, different types of organizations), weather forecasts or job vacancies.
Both men and women often search for banks, restaurants and educational institutions. Men also show strong interest in taxi services, train stations and car services, while women – in fitness-centres, hospitals and governmental organizations.
Numbers in search queries
Men use numbers in their searches much more often than women (15% vs. 9%). One of the reasons for that is that men often search for specific modes of various devices and gadgets. Women’s search queries with numbers are mostly related to children’s ages or school and kindergarten numbers.
Latin characters in search queries
One third of all “male” search queries contain Latin characters (vs. 13% for women). The reason for this is that men more often search for brand names and software labels. 40% of Latin search queries made by women are URLs of websites entered in the search field and Russian words typed with wrong input language by mistake. Most popular topics among Russian are computers, equipments and gadgets (some of the popular brands that are searched in Latin characters are Nokia, iPhone, Hyundai, Sony Ericsson and iPad). The “Female” brand searches are mainly related to clothes brands, cosmetics and travelling (a few common ones are Avon, Coral Travel, Oriflame, Victoria’s Secret and Pegas Touristic)
Yandex understand the semantics of the Russian language very well, and hence can quite precisely identify user’s search intent, i.e. whether a query is informational, navigational or transactional.
Informational queries show a lot of variety: from practical information like recipes to documentations and manuals. The majority of informational searches are various theoretical questions – from crossword answers to scientific issues. Obviously, the ones looking for documentations and manuals are mainly men.
Users that make navigational queries usually search for websites, companies and organizations. Most often Russians enter a company or website name, less often – in combination with “contact information” or “location on a map”.
Men search for site URLs more often than women. Women are more likely to enter a name of a web resource.
Transactional searchers are looking for information related to buying a product, booking a hotel or take some other action. Interestingly, women search for “watch online” or “download” more often than men. Men’s searches are related to buying products, but also to reading reviews and related forum threads about the products they are intending to purchase.
Another interesting fact about Yandex users is that the biggest group of queries is transactional for both men and women: