Yahoo! Search Draws Younger Audience; Google Users Big Spenders Online ~ Encyclopedia - Online Marketing With Google Yahoo MSN

Monday, February 18, 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

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 and Yahoo! Search.

The figure summarizes the audience strengths and weaknesses for the two search engines. Visits by MOSAIC Group to are plotted on the y-axis and to 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 The bigger the bubble the higher the propensity to have spent $500 online (based on offline data collected by Experian).

As you can see Google's relative audience strengths - i.e. the groups over-indexed on 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.


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