Abstract

Baidu Index serves as a research tool that gathers and analyzes data on the behavior of Chinese Internet users. This study analyzed keyword searches on the Baidu Index to college students’ mental health in China and investigated search volume using trend research, demand mapping and geographic and demographic distribution from January 2011 to November 2024, finding that the search trend for “college students’ mental health” in China shows cyclical fluctuations, peak in May and December valley around the Spring Festival and summer vacation. The group concerned with “college students’ mental health” is predominantly distributed in regions such as Henan, Guangdong, and Shandong. The majority are women under 29 years old. The factors influencing the changes in the search volume for “college students’ mental health” include the Spring Festival, summer vacation, exam months, and College Students’ Mental Health Day in China. Additionally, there are factors arising from regional disparities, such as the economic development level, cultural environment, education policies, and social support.

Keywords: Search engine, Public attention, Baidu Index, College students’ mental health, Data mining