Hitwise Intelligence - Heather Hopkins - North America
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MSN Search and Ask Audience Profile
February 21, 2008
I got a few requests in my post last week with Yahoo! Search and Google's audience profile to show the same data for Ask and MSN Search.
In response, I created the following two Lifestyle Quadrant Analyses. The first figure summarizes the audience strengths and weaknesses for search.msn.com and Google.com. Visits by Mosaic Group to Search.MSN.com are plotted on the y-axis and to Google.com on the x-axis. For example, the top left hand box indicates unique strengths for MSN Search, in that they are groups that are over-indexed relative to the online population on MSN Search but under-indexed on Google.com. The bigger the bubble the higher the propensity to have spent $500 online (based on offline data collected by Experian). The second figure provides the same data but comparing Ask.com and Google.com.
(For a description of each of the Mosaic Groups, see last week's post.)
Once again we see that households that are more likely to have spent $500 online are over-indexed on Google relative to the online population.
Something interesting that I noticed in the analysis is that Live.com, which we track separately from search.msn.com, has a slightly different audience composition from search.msn.com. In particular, Live.com over-indexes with the group Small Town Contentment, a group that is more likely than average to have spent $500 online.
Posted by Heather Hopkins at 08:58 AM
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