Russians have shown distinct patterns in their online searches during 2024, reflecting both the economic challenges they face and the festive traditions they celebrate.
According to Yandex, the leading search engine in Russia, the year has seen notable spikes in queries pertaining to financial topics. Particularly, information about deposits, mortgage options, and currency exchange rates topped the list, which many attribute to the fluctuated economic conditions and changing interest rates. The analytical team at Yandex indicated, "Количество запросов про ипотеку начало расти со второй половины марта 2024 года," meaning the interest surrounding mortgages began to climb substantially as the year went on.
During the second half of 2024, the Russian Central Bank raised its key interest rate, directly impacting public interest. The momentous increase from 16% to 18% led to marked growth—"Количество поисковых запросов про вклады за неделю выросло на 37%"—with those searching for deposit information rising by as much as 37% after this announcement. The rise to 21% interest sparked even higher engagement, catalyzing discussions among citizens about savings options and financial security.
Conversely, the search trends surrounding mortgages indicated peaks correlated with important economic announcements. Data revealed consistent growth reaching its zenith around July, coinciding with new developments affecting the affordable housing market. Yandex analysts highlighted how changes to the preferential mortgage program impacted public inquiry, primarily when the deadline for its use became apparent to homeowners and potential buyers.
What's fascinating about the search trends is how deeply they are integrated with cultural festivities. For example, as the holiday season approached, there was elevated enthusiasm for jobs related to celebrations. The Avito platform noted, "Имя 'Дед Мороз' популярно среди россиян на новогодние праздники," emphasizing how pivotal roles like hiring Santa Claus performers became priority inquiries for Russians preparing for the New Year. The demand for festive animation skyrocketed, with parents eager to invite these figures to their homes or events—a reflection of traditional holiday celebrations.
This demand for Christmas-related jobs also resulted in various opportunities, from part-time work for seasonal waiters who help restaurants celebrate the holidays to promotional positions handing out flyers during shopping sprees. Jobs often included enticing offers for holiday shifts, which ranged from compensatory bonuses to accommodations—a clear signal of the festive approach Russians take to celebrating the New Year.
Among other notable queries was the behavior of the public toward foreign currencies. Particularly, Russians began searching for exchange rates corresponding to dollars, euros, and yuan, with the following queries being typical: "курс доллара на дирхам в ОАЭ." This presented dual concerns—both for traveling abroad and for engaging with international markets.
It's clear the economic situation influenced which currencies were being searched for, with comparisons often made between denominations and exchange rates. Signs of this behavioral shift can be seen with repeated inquiries such as, "доллары старого и нового образца в чем разница," reflecting the careful consideration Russians have when trading or traveling.
Overall, 2024 appeared as unique and eventful, creating patterns around how Russians engaged with both their economic situation and their cultural practices, including the New Year celebrations. The blend of financial inquiries and festive preparations reflects the dual nature of daily life, where economic awareness subsists side by side with tradition.
