Questing for truth ...
and a few deals
Amidst last week's news of an ad deal between Google and Yahoo, Hitwise's Heather Hopkins examined the search audiences of both firms, finding a greater propensity by Google users to spend greater than $500 online, reports MarketingCharts.
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 percent, compared with less than 18 percent for Yahoo:
