Tuesday, January 30th, 2007

Yahoo Shown Miles Above Google for Retention


An interesting, albeit controversial, set of statistics was provided by last week outlining the top 20 online properties that a pool of 2,000,000 people spent the most time on in December 2006.

What struck me and other readers the most was the significant gap between Google and Yahoo; Yahoo beat Google by a landslide. In addition, MySpace’s position at the top is a perfect example of how social media marketing is taking a leading edge in online advertising space.

According to Jay Meattle of the data was grabbed from “multiple data sources, including ISPs, ASPs, Opt-In Panels and the Compete Toolbar. ” Jay also noted that he and the team “strongly believe in our multiple data source strategy and its ability to detect and correct for bias across diverse data sources to ensure accurate U.S. projections.”

So just how seriously should we take this data? I expect it should be taken with some salt considering a good chunk of the data was gathered using the toolbar which appears to place a significant emphasis on searching Yahoo. That said, I find it encouraging to see Yahoo potentially taking leadership on the web – at least in one form.

3 Responses to “Yahoo Shown Miles Above Google for Retention”

  1. Diane

    Many of Google’s services get you from one place to another. Yahoo has a lot of content that keeps you at their sites…health, real estate, music, and more. Their services are a little different, even though they both offer search engines. Just a user’s opinion.

  2. Chris M

    As I mentioned in a blog post about this when the data was first released:

    “A distinction that no one seems to articulate, however, is the kind of traffic that each of these site receive respectively. First of all, Yahoo is a popular homepage for many users because its main page is content intensive, and has been so for many, many years. Aside from being relatively new, the Google homepage, on the other hand, is not at, but on a sub-page. The content, moreover, is not as readily pre-packaged as Yahoo’s
    I wouldn’t be surprised that if Google moved their homepage to their main page, they would quickly out-pace Yahoo for the #1 spot. Of course, there is a lot to be said for the minimalist layout of Google’s main page.

    Of course, you put that quote into context at the original post:

  3. Andres G.

    If you think about it, this might not be as surprising as first thought. Yahoo prides itself as a portal site (as opposed to what Google pretends to be) so I would imagine that while a nice chunk of this time spent is dedicated to search, the majority could be people are checking emails, reading news, Yahoo Answer’s, etc..

    Of course everyone know that Google isn’t a “portal” though (wink wink, nudge nudge).

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