HitWise’s Heather Hopkins did a small research looking into an age and spend breakdown for Yahoo! and Google users. She gave numbers and charts showing Yahoo! attracts a bit more of the users in the younger age group (25-34). On the other hand, as far as lifestyle characteristics, Google seems to attract users who are willing to spend more online. See the charts here.

Even though these results should be taken with a grain of salt, it is interesting to see this kind of segmentation. It may correlate to the fact that Yahoo! is more a portal than a search engine, while Google is a pure search engine. Younger users tend to seek entertainment content (and seem to see Yahoo! as the place to go to for that), while Google users use it to find information about products and services, and purchase them. What do you think?

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