In the wake of yesterday’s announcement of an ad deal between Google and Yahoo, Hitwise’s Heather Hopkins examines the search audiences of the two firms, finding a greater propensity by Google users to have spent greater than $500 online.
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%, compared with less than 18% for Yahoo: