Hitwise Finds Bing, Yahoo To Be A Good Match

    July 17, 2009

If the latest reports and rumors are true, Microsoft and Yahoo are (once again) about to enter a partnership.  So this afternoon, Hitwise’s Bill Tancer looked at whether they’ll make more of a natural fit or an odd couple.

Specifically, Tancer analyzed statistics to see whether there’s much of an overlap in terms of searcher demographics and behavior patterns.  If so, Bing and Yahoo may be able to conserve more resources (and/or eliminate redundant efforts) as they pursue similar goals.

Tancer concluded, "[There] appears to be a closer demographic fit which should yield more search advertising sales efficiencies."

He also wrote, "[T]he homogeneity of search behavior is becoming evident in where searchers click-off to when executing a search.  In the past, searches on the different engines showed very different downstream industries. The table below indicates that search behavior now looks strikingly similar between the two."

Microsoft and Yahoo may be able to save quite a lot of time and money if they end up partnering, then.  And interested parties might do well to listen closely when Yahoo makes its earnings report on Tuesday, just in case the announcement comes then.