Yahoo! Search Trends | RetailInsights Into The Audience Behaviour That Shows Why Yahoo! Search Is Well Placed To Drive Your Business Results

Retail is one of the top spending verticals in online advertising today. Retail searches typically feature brand keywords and Yahoo! retail searchers are more likely include brand terms in their queries, so much so that Yahoo! sends a higher proportion of one to two word branded or generic terms to retail sites than our main competitor. This shorter search term length is due to the Yahoo! consumer being more likely to search for a brand as well as a retailer, in conjunction with the desired product. In addition, Yahoo! over indexes on most of the highest volume generic keywords, including “shopping”, “clothing” and “cheap”.

Yahoo! Searchers and paid advertising

Across the majority of product categories, Yahoo!’s audience demonstrated a greater likelihood to click on paid search queries to reach the intended site, making PPC advertising on Yahoo! a more attractive opportunity for retail advertisers to gain better qualified traffic.

This insight is enhanced by Yahoo!’s greater likelihood to send to Shopping and Classifieds

sites a higher proportion of traffic that can be monetised: Yahoo! has indeed the highest percentage of downstream traffic sent to retail transactional websites when compared with Facebook, Twitter or Google!

Audience profiling

Mosaic, the consumer classification system from Experian, segments the UK population into 15 groups and a further 67 types based on insightful data variables that help us understand market dynamics like:

• The audience more likely to search on Yahoo! than Google consisted of the more mature family demographic of the Mosaic Group, living outside of the major cities on middle incomes.

• Slightly more wealthy Mosaic Groups such as Professional Rewards and Careers & Kids also over indexed on Yahoo! and showed a high likelihood to search for all types of retailer products (fashion, consumer electronics, etc). This may suggest a propensity for a higher basket value at check-out.

Yahoo!’s users are more likely than those of our competitors to click on a paid search query to reach an intended retail destination across the majority of product categories.

Yahoo! sends a higher proportion of queries that can be monetised to retail sites than our competitors.

Yahoo! users are also more likely combine brands, their products and retailers into one search.

020 7131 1000 info-yahoo@yahoo-inc.com advertising.yahoo.co.uk

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• The most over indexed Retail searchers on Yahoo!, Rural Solitude and Small Town Diversity, are more likely to search for White Goods and House and Garden related products and should be targeted with such offers.

The Rural Solitude group is also more likely to search for Fashion & Beauty (clothes, boots and similar) and Electronic goods (TV, camera etc).

Overall Trends in Search

There are 20 billion internet visits in the UK every month. One third of these originate from search engines, making search the most important source of traffic. In the UK, 33% of all internet traffic delivered by search engines goes to transactional websites. For social media and email, the figures are 22% and

16% respectively. So search engines send four times more traffic to transactional websites than social networks. Yahoo! sends 39% of its monthly search traffic to transactional websites – more than Google and significantly more than Facebook (17%) and Twitter (10%) - a compelling reason to make sure Yahoo!’s helping you achieve your business ambitions.

27 million visitsto shopping and classified websites every month from Yahoo! Search.

Department stores receive more than 11.8m visits. Fashion retailers receives more than 6.5m visits.

How much search traffic does Yahoo! deliver?

Yahoo! retail search traffic by industry sub-sector (millions of visits)

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Department Stores

Apparel and Accessories (Fashion)

Home and Garden

Appliances and Electronics

Computers

43.7%

24.3%

13.5%

15%

3.7%

Where does this data originate?

Yahoo! and Experian Hitwise have developed this exclusive insight for the Retail sector, investigating online user behaviour. The study is based on Mosaic, Experian’s industry leading consumer classification system. Mosaic contains 441 data items selected for every person, household, postcode and Output Area in the UK - a total of 21 billion data items.

For more information and in-depth analysis please contact Laura Chaibi - Director of Research and Insights EMEA: lchaibi@yahoo-inc.com | +44 (0)207 131 1466

020 7131 1000 info-yahoo@yahoo-inc.com advertising.yahoo.co.uk

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