Online user patterns of Russian iPad owners

Tablets are rapidly gaining popularity around the globe, but does user behaviour differ significantly from that of PCs and smartphones? Last week, Russian search giant, Yandex, released a short report on the user patterns of Russian iPad users.

Findings showed that the number of Russian iPad users has grown exponentially over the last year, with 1 million visits to Russian websites coming from iPads during the month of January 2012, as reported by Yandex.Metrica. More than 700,000 of those iPad visitors were from Russia, meaning that the Apple tablet’s Russian userbase has increased more than six times over the past year. Meanwhile, mobile phone and PC users grew “only” 2.5 and 1.4 times, respectively.

Source: Yandex

User behaviour

Tablets are likely to be used for lengthy online search sessions, bearing closer resemblance to the web browsing characteristics of PC users than those of smartphone users. According to Yandex’s search statistics, web search is actually just as popular on iPads as it is on PCs, however, usage patterns appear to differ substantially according to time: “On a weekday, PC users make almost 60% of all search queries on Yandex during working hours and only 37% in the evening. By contrast, iPad users make 57% of all weekday search queries in the evening and only 40% of them during working hours. Furthermore, on Saturdays and Sundays, the number of search queries made from PCs falls 20% compared to a weekday, while the number of searches from iPads increases 20%.”

Search interests of iPad users

Interestingly, search interests vary according to type of device. What is particularly interesting about the tablet platform from a marketer’s perspective is the fact that iPad users are more likely to search for products and services, and if tablet usage keeps gaining global impetus, which is indeed very likely, this platform could potentially have a heavy impact on ecommerce.

Source: Yandex

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Immanuel Simonsen

Research Manager at Webcertain

As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing.

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