Hitwise posted this chart in their blog categorizing on-line searchers for both Google and Yahoo. The findings suggest that those people spending more than $500 on-line (the bigger the circle the more the demographic spends) are more likely to use Google over Yahoo as their search engine. Based on previous experience managing search campaigns for an e-commerce site I can attest that I always had better results with my Google campaigns. The clients were mostly architects living/working all over the country, but primarily in urban areas. And based on past purchase history they would fall into the over $500 spent on-line bucket. It's important to keep in mind it's not just the amount your target customer spends on-line that helps determine their search engine of choice, it's also that person's socio-economic standing. I'm not sure what the methodology behind the research was that produced the chart, but it does support the age old marketing wisdom - know thy audience.
Tuesday, February 19, 2008
Google amasses more on-line shoppers
Hitwise posted this chart in their blog categorizing on-line searchers for both Google and Yahoo. The findings suggest that those people spending more than $500 on-line (the bigger the circle the more the demographic spends) are more likely to use Google over Yahoo as their search engine. Based on previous experience managing search campaigns for an e-commerce site I can attest that I always had better results with my Google campaigns. The clients were mostly architects living/working all over the country, but primarily in urban areas. And based on past purchase history they would fall into the over $500 spent on-line bucket. It's important to keep in mind it's not just the amount your target customer spends on-line that helps determine their search engine of choice, it's also that person's socio-economic standing. I'm not sure what the methodology behind the research was that produced the chart, but it does support the age old marketing wisdom - know thy audience.
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These stats are all fine and good, but I want to know what is it about Yahoo! that attracts a less affluent searcher. Is Yahoo! intentionally marketing toward a target that’s less likely to shop online? Probably not. It's that kind of stuff that keeps me up at night :-\
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