Paul M. Banas on Consumer Insights, Marketing Research, and the Digital Media Landscape
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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).

google-v-yahoo-audience-comparison.png

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.

4 comments

1 robojiannis { 02.17.08 at 1:26 pm }

Danah Boyd wrote about the same subject and she poses in the end a very interesting question:

Poorer users are more likely to click on ads, but not likely to spend money online except in a few verticals. Wouldn’t this then mean that Google is more likely to get the eyeballs of those likely to spend money, but statistically less likely to make money off of their clicks?

2 Paul M. Banas { 02.17.08 at 2:37 pm }

@robojiannis
Potentially, but remember Google makes money from the clicks themselves, not necessarily from any further behavior. That’s the responsibility of the marketer who paid for the ads.

In the end, Google will make its money.

3 Chris { 02.18.08 at 8:32 pm }

That’s pretty interesting data. It would be interesting to see if the results are similar in the UK. Like you say, Paul, I’m sure Google will struggle on for the time being…

4 Paul M. Banas { 02.18.08 at 9:26 pm }

@Chris
The names of the consumer segments are US based, but I’d guess the insights are fairly similar in the UK. The same type of segmentations exists in Mosaic UK. I’d need a little help, though, understanding the differences between Respectable Rows and Upland Hill Farmers.
http://64.233.167.104/search?q=cache:k8mfMtAEwq8J:bip.rcoe.gov.uk/rce/aio/38504+%22mosaic+uk%22&hl=en&ct=clnk&cd=22&gl=us

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