February 15, 2008

Yahoo! Search Draws Younger Audience; Google Users Big Spenders Online

In my post earlier in the week, I mentioned that Yahoo! Search attracts a younger audience than Google. I promised a post with figures to back up my claim (sorry I am a day late - forgot it was Valentine's Day!). The following charts show the percentage of visits from each age group to Yahoo! Search and Google.com.
Google and Yahoo by Age.png

I cross checked this data against our Lifestyle data. to be sure that we weren't missing the kids of these householders. Our Lifestyle data confirms that the groups that are highly indexed on Google tend to be older (55+) and the groups highly indexed on Yahoo! Search tend to be younger.

I mentioned this to my husband and he asked if the Google users spend more online. Good question (he seems to think young people have no money)! I created the following Lifestyle Quadrant Analysis to compare the online audience of Google.com and Yahoo! Search.

The figure summarizes the audience strengths and weaknesses for the two search engines. Visits by MOSAIC Group to Search.Yahoo.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 Yahoo! Search, in that they are groups that are over-indexed relative to the online population on Yahoo! 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).
Google v Yahoo Audience Comparison.png

As you can see Google's relative audience strengths - i.e. the groups over-indexed on Google.com relative to the online population - are those that are among the most likely to have spent more than $500 online. This indicates that Google users are more likely to be big online spenders.

Posted by Heather Hopkins at 08:06 AM
Posted to Search

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Listed below are links to weblogs that reference Yahoo! Search Draws Younger Audience; Google Users Big Spenders Online:

» Poor People Use Yahoo, Richies Use Google from Gizmodo
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» Who clicks on ads? (Revisited with data) from apophenia
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» The Prosperity Cast Network | Google vs. Yahoo! Demograhic Marketing from
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» Arme mensen gebruiken Yahoo en rijke mensen Google from Blog
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Tracked on February 17, 2008 08:28 AM

» Who clicks on ads? (Revisited with data) from Marketing & Strategy Innovation Blog
by:danah boydTwo months ago, I ruffled some feathers with a post called Who clicks on ads? And what might this mean? Lacking any good public research, I pointed to a blog post by an AOL Global Advertising Strategy guy... [Read More]

Tracked on February 17, 2008 02:15 PM

» Who clicks on ads? (Revisited with data) from apophenia
Two months ago, I ruffled some feathers with a post called Who clicks on ads? And what might this mean? Lacking any good public research, I pointed to a blog post by an AOL Global Advertising Strategy guy talking about research they did on AOL ad click... [Read More]

Tracked on February 17, 2008 08:23 PM

Comments

Results are interesting but not surprising.Professionals use Google as more power tool. Faded Yahoo is for teenagers. Shark Microsoft knows it!

Posted by: Scabr at February 16, 2008 06:13 AM

Heather,

Although there is no significant difference in the percentages of the age groups, the result shows that spending differs more than that.

It seems that your husband is right, thanks for the research.

Posted by: Gorkem Turgut OZER at February 16, 2008 08:43 AM

What would add insight to these stats - would be to reveal HOW searchers get to either Yahoo or Google.

Do the searchers come directly, or do Yahoo users come from the various Yahoo services.

This would illustrate the dependency of Yahoo search on their services.

It would have been nice to get some data about users of :
MSN AOL and Ask - for comparison

Posted by: Search-Engines Web at February 16, 2008 12:24 PM

Any thoughts on why the younger group would be more drawn to Yahoo?

Posted by: Susan at February 16, 2008 03:55 PM

What about Ask? Would be interested their demographics as well.

Posted by: femmebot at February 16, 2008 06:28 PM

Thank you for this very powerful information that you and Hitwise have published. Hitwise has some very powerful tracking features that Professional Internet marketers need to tap into. We appreciate your service and tools offered within.

Posted by: Brad & Kelly Smith at February 16, 2008 07:17 PM

I find the captions on this chart 'of questionable origin' to be ridiculously flippant and representative of nothing. If you really had something statistically significant to say, you obliterated it with your presentation.

Posted by: D.McC at February 16, 2008 11:03 PM

Interesting study, as it kind of proves some of the data we've collected. Yahoo probably has a younger base because of its other properties... answers, personals, 360

Posted by: Shycon Design at February 17, 2008 04:32 PM

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