Key Yahoo Traffic in Steady Decline
January 23, 2013
Yahoo’s CEO Marissa Mayer has a big hill to climb. Just as she is working to woo investors, recent statistics present some troublesome numbers, we learn from “Mayer’s 10X Challenge: Yahoo’s Homepage, Mail, and Search Traffic Show Significant Year-Over-Year Declines” at All Things D. Yes, that search thing is one of the issues; email and the customizable homepage are the other primary problem spots. The article informs us:
“Private stats from comScore show that those three areas have continued their longtime decline over the last year, in some cases dropping significantly. In November and December, for example, compared to the same two months a year ago, U.S. search was down 28 percent and 24 percent respectively, while mail was down 16 percent and 12 percent.
“This matters a great deal, since the troika of homepage, mail, and search have been the critical driver of the Yahoo value ecosystem for advertisers.
“The impact of those drops is felt all over Yahoo, whose music, movie, games and travel site have also seen massive drop-offs in traffic year over year in those same months.”
Though the drops in search and email were steep, the home page seemed to stabilize a bit, and Flickr has increased its users by a handsome 37 percent. That could have something to do increased support the CEO has been showing for that project.
Flickr, however, is not enough to save Yahoo, insists Swisher. She does give the company credit for other moves it has been making to refresh its offerings, like a new version of Yahoo Mail and a homepage redesign that emphasizes its mobile and social facets. Will it be enough to keep Yahoo near the top of the heap?
Cynthia Murrell, January 23, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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