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It’s no secret that Google dominates the search engine market, with 73% of U.S. adults using it as their primary search engine, according to CivicScience data. In contrast, only 7% use Bing, 5% use Yahoo, and 15% prefer other search engines.1 Despite its comparatively low search engine traffic, Yahoo retains a significant base of frequent visitors with the help of its other services, like Yahoo Finance and Yahoo Mail.
Additional CivicScience data examining consumer usage frequency of these Yahoo sites show that 45% of Americans report visiting a Yahoo site at least once a month. While the percentage who say they ‘never’ visit Yahoo has gone up three points to 42% since 2022, those who use it ‘daily’ have ticked up two points to 21% over the same time period.
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Who is a Frequent Yahoo User?
Yahoo’s frequent user base skews Gen Z and Millennials – as much as 60% of adults aged 18-24 are using Yahoo at least monthly, along with 51% of those between the ages of 25 and 44. Gen Xers and Baby Boomers, on the other hand, are more likely to say they ‘never’ use Yahoo.
Along political lines, Democrats (54%) are most likely to visit Yahoo sites at least monthly, followed by Republicans (44%) and Independents (42%).
How else do frequent Yahoo site users stand out?
Here’s just a brief free preview of the insights available to CivicScience clients and Media Partners thanks to our permissioned 1st-party data:
Email and sports keep people coming back to Yahoo often.
So, if Yahoo users aren’t shying away from using the site’s rival, Google, for searching, what keeps so many coming back? Email is one reason: 34% of monthly or more visitors to Yahoo say Yahoo Mail is their primary email, compared to 33% who primarily use Gmail.
Sports are another area that keeps consumers coming back to Yahoo. While the plurality of frequent Yahoo users favor ESPN for sports, 20% list Yahoo as their favorite sports website, marking a far higher percentage than that of less frequent and non-users. Yahoo can also rival ESPN with its fantasy sports platform.
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As Yahoo continues to hold its ground in the competitive landscape currently dominated by Google, it remains a unique player with a dedicated user base, particularly among younger adults and Democrats. With a strong presence in email and sports services, Yahoo leverages its diverse offerings to maintain relevance.
Yahoo has recognized the importance of its email platform and recently revamped it for a fresh, AI-enhanced experience. CivicScience data show jumping into generative AI-enhanced search might be a wise next step – 32% of frequent Yahoo users are interested in using AI-assisted search, compared to 8% of non-users.2 Of course, provided they learn lessons from their competitors.
