Search Segmentation: Yahoo! Versus Google
I’ve said before “You are what you search for”; now it seems “You are what you search with”.
Heather Hopkins at Hitwise Intelligence has done an interesting analysis by filtering Yahoo! searchers and Google searchers through Mosaic’s cluster distribution groups to find out which type of searchers spend big dollars online. It seems Google searchers had a greater tendency to spend at least $500 online in the past month (larger bubbles further down the X axis).
What is also interesting, if you know a bit about Mosaic cluster definitions, is how Yahoo! has a more rural U.S. and downscale urban concentration, while Google reflects such clusters as Affluent Suburbia and Upscale America.
To my earlier post, my guess is that we would find significantly more “Natural Born Clickers” on Yahoo!, than searching through Google.