Yahoo Leads Google, Microsoft In Time Per Person

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Google does well in just about every comparison, and the newest data from Nielsen//NetRatings doesn’t contradict that trend.  Microsoft and Yahoo also performed admirably, however, and in some ways, beat the boys from Mountain View.

Indeed, Microsoft was designated the top parent company, with a unique audience of over 118 million people.  And although Google’s audience outnumbered Yahoo’s (116.9 million vs. 110.6 million, respectively), the average user spent around 80 more minutes with Yahoo than with Google.

In terms of top brands, Yahoo achieved an even bigger lead; the company scored a time per person of around 3 hours and 20 minutes, while Google got just one hour and 12.  Google’s audience was once again bigger, but the gap, at least, was smaller (at 1.4 million people).

By now you’ve probably noticed that Nielsen//NetRatings scored things in a slightly unusual way.  “A parent company is defined as a consolidation of multiple domains and URLs owned by a single entity,” states a press release.  “A brand is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content.”

“Nielsen also included a list of the top online advertisers with estimated spending for August, which included Low Rate Source, NexTag, Experian Group (EXPN), IAC, Countrywide (CFC), AT&T (T), NetFlix (NFLX), Verizon (VZ), Monster Worldwide (MNST), and Privacy Matters,” notes The Utility Belt’s Jon Fortt.  Don’t be surprised if some of those real estate-related brands slip, however, given the current housing market.

Yahoo Leads Google, Microsoft In Time Per Person
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  • http://www.mbridge.com MBridge

    The "Time Per Person" ranking is meaningful but only in the right context.  Yahoo for years has offered its customers a wide array of services that Google has only started playing in (mail, videos, etc).  It will be more interesting to chart "Time Per Person" as a 1 year trend to see how Google’s services do as they continue to catch on with consumers. 

    Of course one could argue that YouTube’s entry into the argument in fact skews Google’s numbers higher than the would be for the search piece alone.  While this is true, Google’s search site is not meant as a way to capture people’s attention for more than a few seconds.  The goal is to get people in, and then get on their way (hopefully after they’ve clicked on a few ad links along the way).

    What will also be interesting is to see if any of Google’s corporate apps gain any ground.  If that is the case the numbers will be even higher.


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