February, 2015 vs. February, 2014: Changes in Statistics of Yandex Commercial Queries
Early in the year 2015, basing on numerous mass media reports, many business undertakings faced reduction in demand for their products – goods and services. Negative economic events caused by sanctions against Russia and dropping of prices for utilities could lead to reduced demand in Internet both for B2C and B2B consumer goods.
Search engines including Yandex - the popular one - allow tracking changes in popularity of search queries related to commercial activities in Internet.
February, 2015 vs. February, 2014: Changes in Statistics of Yandex Commercial Queries
A.P. Rototayev, P.V. Yevseyev
NOVA Promotions Advertising Agency
1. Objectives of the Survey. 2
2. Key Terms, References, Methods. 3
3. General Trends of Changes in Statistics of Yandex Commercial Queries from December, 2013 to February, 2015 5
3.1. Changes in Yandex Traffic - February, 2014 vs. February, 2015. 5
3.2. Changes in “Buy” Query from December, 2013 till February, 2015. 5
4. Changes in “Buy Goods” Statistics, “Moscow” - February, 2015 vs. February, 2014. 7
4.1. Consumer Electronics, Brands. 8
4.2. Household Appliances. 9
4.3. Real Estate. 9
4.4. Vehicles. 10
4.5. Furniture. 11
4.6. Sports Goods. 11
4.7. Household Items. 12
4.8. Tools, Machinery. 13
5. Changes in “Sell Goods” Query Statistics, “Moscow”- February, 2015 vs. February, 2014. 14
5.1. Changes in “Sell Goods” per Categories. Figures. 15
6. Key Takeaways. 20
7. Annex. Tables. 21
1. Objectives of the Survey
The central objective of this survey was collection and analysis of Yandex search statistics related to changes in popularity of the selected search queries caused by changes in market demand and supply of consumer goods in Internet.
2. Key Terms, References, Methods
Search query (“Query”) is a phrase, word or saying typed by user in a search engine bar to get a list of websites selected by the search engine (pages of search results).
Number of user queries to Yandex, the most popular Runet search engine, can be assessed by the number of displays of the search results page according to the query (“Number of displays”) for a certain period of time, e.g. a month.
Search engine specialists often use a “frequency” term being quantitatively determined by the number of displays of the search results page per month. Such number of displays may be determined for each “region” from a list offered by Yandex, and may or may not take into account the number of displays on related queries, e.g. by using another case of the words in query or adding qualifying words.
In this survey, “Frequency” of a query shall stand for a general number of displays of the search results page both on the query itself and related queries that include the main query in any case and declensions, with any word order, as well as additional words and symbols.
To assess frequency, Yandex.Wordstat service data on popularity of search queries (frequency) in Yandex search engine (https://wordstat.yandex.ru) for “Moscow” region was used. Commercial queries of two types, i.e. “buy goods”, e.g. “buy smartphone”, and “sell goods”, e.g. “sell a car” were applied.
A history of “buy” query frequency change (without additional words) in Moscow and Russia was assessed separately. The “buy” query frequency (without additional words) includes, inter alia, frequency of “buy goods” commercial queries.
February, 2014 and February, 2015 were chosen as a period of time for comparison.
72 queries (Tables 1, 2 and Annex), divided into the following categories, were selected:
- Consumer electronics, brands
- Household appliances
- Real estate
- Sports goods
- Clothes, footwear, household items
It should be noted that some queries can be referred to B2B (partially or fully).
Information on Yandex query frequency in February, 2014 and February, 2015 for “Moscow” was collected, as well as information on the “buy” query frequency (without specifying the goods and any additional words) in “Russia” and “Moscow” within a period from December, 2013 to February, 2015.
Yandex visiting statistics for February, 2014 and February, 2015 was gathered. Yandex.Statistics (https://stat.yandex.ru) was also used to gather visiting statistics data.
3. General Trends of Changes in Statistics of Yandex Commercial Queries
from December, 2013 to February, 2015
3.1. Changes in Yandex Traffic - February, 2014 vs. February, 2015
Changes in query statistics can be influenced by various factors, including changed popularity of any certain search engine (Yandex) or general decrease in the search system hits. We turned our attention to the fact that total number of people visited Yandex search engine in Russia (to be exact, in “Russia” region) from February, 2014 to February, 2015 dropped from 50453550 to 49691780, or by 1.51%.
Total number of Yandex queries in “Moscow” region from February, 2014 to February, 2015 lowered from 5607860 to 5533450, or by 1.32%. This survey didn’t make it a point to find the reason of such decrease, but we should take this fact into account. The total search engine visiting statistics is likely influenced by the changed customer demand in Internet as well.
3.2. Changes in “Buy” Query from December, 2013 till February, 2015
“Buy” query statistics is of peculiar interest. This query doesn’t contain data on a product or a service but it is likely that the “buy” query change dynamics correlates with Internet customer demand to some extent as all commercial queries with the word “buy” are considered in a total displays of the search engine results on the “buy” query.
The “buy” query statistics in Russia (Fig. 1) reflects the maximum frequency values for December, 2014 and a dropped value for the summer due to season of vacations. We observe the same situation in Moscow (Fig. 2), including the declined frequency in January-February, 2015 vs. December, 2014; however, the rate of decrease in Moscow is significantly higher.
It can be assumed that the difference in frequency dynamics in Moscow, on the one hand, and in Russia as a whole, on the other hand, is caused by major loss in business activity owing to B2B, which is more widely represented in Moscow as compared to the regions. This assumption should be checked.
“Buy” query frequency from February, 2014 to February, 2015 gained 0.22% in Russia (from 56339832 to 56463816 displays) and lost 25.56% in Moscow (from 19167766 to 14267854 displays) (Table 1).
Figure 1. History of “Buy” Query Displays per Month (Frequency) from December, 2013 to February, 2015 in Russia
Figure 2. History of “Buy” Query Displays per Month (Frequency) from December, 2013 to February, 2015 in Russia
4. Changes in “Buy Goods” Statistics, “Moscow” - February, 2015 vs. February, 2014
Frequency of the selected queries such as “buy goods” is shown in Table 4 (see Annex).
Out of 72 selected “buy goods” queries, frequency in Moscow for February, 2015 turned out to be lower than a year ago for the majority of queries. Decline in frequency of 43 queries exceeded 5%, while frequency of only 17 queries increased more than by 5% (Fig. 3). It is to be recalled that February decrease of Yandex visiting in Moscow amounted to 1.32% for the same period (item 3.1).
Some of the queries have shown a significant drop. That is not to say that this drop was unexpected. On the contrary, it correlates with the market situation in some ways and reflects the customer demand in Internet.
Let’s consider the data per categories.
4.1. Consumer Electronics, Brands
Along with consumer goods, which can be classified as “consumer electronics”, we reviewed brands as well. It’s worthy of note that some brands offer the goods from other categories.
The interesting point is that demand for some goods in Internet (“buy smartphone”) increased for the year, while popularity of “high-ticket” brands, judging by frequency of the corresponding queries, faced a decline. Out of the brands reviewed, only Lenovo demonstrated growth with its more democratic pricing policy.
Unusually dramatic frequency loss of “buy iphone” and “buy ipad” queries may speak for accelerated number of Apple potential buyers and lowered demand for the high-ticket goods.
Figure 4. Frequency of Queries in “Consumer Electronics, Brands” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
4.2. Household Appliances
Frequency of queries in the “household appliances” category vs. “consumer electronics” showed lower decline per one type of goods and gain in approximately half of the reviewed cases (Fig. 5). Frequency of queries “buy household appliances”, “buy washing machine” and other has gone up.
The obtained data doesn’t show any reduction in consumer demand for household appliances in February, 2015 year-on-year.
Figure 5. Frequency of Queries in “Household appliances” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
4.3. Real Estate
Popularity of the “buy apartment” query has significantly lowered in the “Real estate” category. Query frequency for “Moscow” region declined approximately by 1.6 times from February, 2014 to February, 2015. Frequency of the “buy country house” and “buy land plot” queries lost its positions as well. It’s likely that this data reflects the general situation at the real estate market and a “wait-and-see” customer policy. Reduced real income of the population and other factors could also contribute to possible decrease in the real estate demand.
Figure 6. Frequency of Queries in “Real estate” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Popularity of “buy car”, “buy motor car” and “buy automobile” queries significantly decreased in February, 2015 (approximately by 5-20%). These changes support numerous mass media reports on deterioration of the RF car market situation.
Figure 7. Frequency of Queries in “Vehicles” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Frequency of the “buy furniture” query in February, 2015 slid down by 9% (vs. February, 2014), but frequency of the “buy bed”, “buy wardrobe” and other queries raised. Frequency of the “buy computer desk” showed a 14% reduction, while frequency of the “buy computer” query in “Consumer electronics” category lowered by 15%. In general, our scarce data doesn’t allow drawing any conclusion on decrease in Internet furniture market.
Figure 8. Frequency of Queries in “Furniture” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
4.6. Sports Goods
In “Sports goods” category, we revealed an impaired popularity of the “buy home gym” and “buy snowboard” queries, while the search “demand” for ski, backpacks and bicycles gained several percent.
Figure 9. Frequency of Queries in “Sports Goods” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
4.7. Household Items
Out of eight queries in “household items” category, maximum decrease (-24%) has been shown by the “buy trendy clothes”, while maximum growth (+13%) falls on the “buy boots”. “Buy watches” query has significantly slid down (-14%). It might happen that we observe the abovementioned tendency of demand decline in relation to more expensive goods beyond daily demand.
Figure 10. Frequency of Queries in “Household Items” - February, 2015 vs. February, 2014 (February as % of February 2014)
4.8. Tools, Machinery
“Buy power tool” query demonstrated a stable growth with its frequency in February, 2015 exceeding that for February, 2014 by 34%. “Buy tools” query frequency decreased, but frequency of the “buy” queries per some items (drill, petrol-powered saw) advanced (Fig. 11).
Figure 11. Frequency of Queries in “Tools, Machinery” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
5. Changes in “Sell Goods” Query Statistics, “Moscow”- February, 2015 vs. February, 2014
Out of 72 selected “sell goods” queries, frequency in Moscow for February, 2015 turned out to be lower than that for majority of the queries a year ago. The situation reminds the “buy goods” queries. Frequency of 42 queries lost more than 5%, while frequency of 17 queries gained more than 5% (Fig. 12).
It’s likely that the situation speaks for the general loss of business activity in Moscow. Potential sellers may wait until the market and currency rate are stabilized. First of all, this is true for expensive goods such as real estate, vehicles and luxury brands.
Frequency changes of the “sell goods” queries per different categories are shown in Fig. 13-20.
As for separate queries, increased “sell macbook” (+32% in February, 2015 year-on-year), “sell bake oven” (+75%) and “sell microwave oven” (+126%) are worth mentioning in terms of monthly displays. The “decreased” queries include “sell ipad” (-66%), “sell sony vaio” (-72%), “sell apartment” (-39%) and “sell car” (-38%).
5.1. Changes in “Sell Goods” per Categories. Figures
Figure 13. Frequency of Queries in “Consumer Electronics, Brands” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 14. Frequency of Queries in “Household Appliances”- February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 15. Frequency of Queries in “Real estate”- February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 16. Frequency of Queries in “Vehicles” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 17. Frequency of Queries in “Furniture” – February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 18. Frequency of Queries in “Sports Goods” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 19. Frequency of Queries in “Household items” in February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
Figure 20. Frequency of Queries in “Tools” - February, 2015 vs. February, 2014 (February, 2015 as a percentage ratio of February, 2014)
6. Key Takeaways
The number of displays of the search results page according to user queries in Yandex decreased in February, 2015 year-on-year in relation to some commercial queries of “buy goods” type. The revealed changes may result from lowered consumer demand in certain categories of B2C goods.
Analysis of collected data may also speak for the overall decline in business activity, including B2B sector, which is subject to further investigation.
7. Annex. Tables
Table 1. List of “Buy Goods” Queries Selected for Gathering of Frequency Statistics for February, 2014 and February, 2015
|10||buy samsung phone|
|20||buy sony vaio|
|24||buy smart tv|
|26||buy music centre|
|27||buy home theatre|
|28||buy household appliances|
|29||buy washing machine|
|31||buy air conditioner|
|34||buy bake oven|
|35||buy coffee machine|
|37||buy microwave oven|
|42||buy home gym|
|44||buy country house|
|45||buy land plot|
|47||buy motor car|
|57||buy computer desk|
|59||buy trendy clothes|
|61||buy tea/ coffee set|
|66||buy power tool|
|69||buy carpenter's bench|
|71||buy set of tools|
|72||buy petrol-powered saw|
Table 2. List of “Sell Goods” Queries Selected for Gathering of Frequency Statistics for February, 2014 and February, 2015
|10||sell samsung phone|
|20||sell sony vaio|
|24||sell smart tv|
|26||sell mini system|
|27||sell home theatre system|
|28||sell household appliances|
|29||sell washing machine|
|31||sell air conditioner|
|33||sell vacuum cleaner|
|34||sell bake oven|
|35||sell coffee machine|
|37||sell microwave oven|
|42||sell home gym|
|44||sell country house|
|45||sell land plot|
|47||sell motor car|
|57||sell computer desk|
|59||sell trendy clothes|
|61||sell tea/ coffee set|
|66||sell power tool|
|69||sell carpenter's bench|
|71||sell set of tools|
|72||sell petrol-powered saw|
Table 3. History of Daily Displays (Frequency) of “Buy” Queries in December, 2013 – February, 2015
|Month||“Buy” Frequency in Russia||“Buy” Frequency in Moscow|
Table 4. “Buy Goods” Frequency and Changes in February, 2015 vs. February, 2014
|Query Group||Search Query||2015 changes vs. 2014, %||Frequency – February, 2014||Frequency – February, 2015|
|Consumer Electronics||buy iphone||-92||516302||40984|
|buy samsung phone||-11||9059||8035|
|buy sony vaio||-33||2953||1968|
|buy smart tv||-20||1073||862|
|buy mini system||-5||3198||3042|
|buy home theatre system||-28||2115||1523|
|Household Appliances||buy household appliances||10||3113||3420|
|buy washing machine||27||36546||46461|
|buy air conditioner||-13||15653||13640|
|buy bake oven||10||6071||6673|
|buy coffee machine||-15||6051||5151|
|buy microwave oven||22||7062||8616|
|Sports Goods||buy ski||3||20835||21478|
|buy home gym||-12||18389||16145|
|Real Estate||buy apartment||-38||1157604||715516|
|buy country house||-7||1808||1676|
|buy land plot||-11||119820||106622|
|buy motor car||-22||81812||64097|
|buy computer desk||-14||7907||6773|
|Clothes, Footwear, Household Items||buy boots||13||20458||23116|
|buy trendy clothes||-24||1222||928|
|buy tea/ coffee set||8||5693||6121|
|Tools and Machinery||buy power tool||34||25943||34673|
|buy carpenter's bench||4||50||52|
|buy set of tools||-3||3297||3203|
|buy petrol-powered saw||14||6967||7969|
Table 5. “Sell Goods” Frequency and Changes in February, 2015 vs. February, 2014
|Query Group||Query||Dynamics, %||Frequency 2014||Frequency 2015|
|sell samsung phone||-27||123||90|
|sell sony vaio||-72||363||102|
|sell smart tv||0||3|
|sell mini system||4||98||102|
|sell home theatre system||11||54||60|
|Household Appliances||sell household appliances||14||266||302|
|sell washing machine||1||1165||1180|
|sell air conditioner||-38||396||246|
|sell vacuum cleaner||-4||364||350|
|sell bake oven||75||8||14|
|sell coffee machine||4||23||24|
|sell microwave oven||126||31||70|
|Sports Goods||sell ski||7||730||784|
|sell home gym||-26||447||333|
|Real Estate||sell apartment||-39||100774||61845|
|sell country house||-4||129||124|
|sell land plot||-25||27187||20411|
|sell motor car||-38||17431||10855|
|sell computer desk||-37||95||60|
|Clothes, Footwear, Household Items||sell boots||-25||386||291|
|sell trendy clothes||0||0|
|sell tea/ coffee set||10||176||193|
|Tools and Machinery||sell power tool||-1||3120||3101|
|sell carpenter's bench||0||0|
|sell set of tools||0||70|
|sell petrol-powered saw||39||145||202|
- Февраль 2015 vs. февраль 2014 г. - изменения в статистике коммерческих запросов
- February, 2015 vs. February, 2014: Changes in Statistics of Yandex Commercial Queries
- Апрель 2015 vs. апрель 2014 - изменения в статистике коммерческих запросов B2B