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Google Search Users Bigger Online Spenders Than Yahoo's »
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Google Search Users Bigger Online Spenders Than Yahoo's
In the wake of yesterday’s announcement of an ad deal between Google and Yahoo, Hitwise’s Heather Hopkins examines the search audiences of the two firms, finding a greater propensity by Google users to have spent greater than $500 online.
Moreover, Yahoo Search users skew younger than Google’s, but the age gap has closed slightly since February, she finds, using parent-company Experian’s Mosaic USA segmentation.
Yahoo Search has distinct strengths among some segments, whereas Google’s strengths lie in others:
For example, “Aspiring Contemporaries” are over-indexed on Yahoo in relation to the entire online population, whereas “Affluent Suburbia” is over-indexed on Google. (The Hitwise post provides segment definitions.)
According to Nielsen figures, Google’s share of searches in April was 62%, compared with less than 18% for Yahoo:
