Yahoo's Traffic Flatlines

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Yahoo is losing the battle for people’s eyeballs. Since the beginning of 2007, time spent on Yahoo as a percentage of total internet use has been declining, from a peak of 13.7 per cent in 2008 to an estimated 8 per cent this quarter. This does not necessarily mean its traffic is declining—Americans spend more time on the web than they used to—but their eyeballs are shifting elsewhere.

A few takeaways:

  • This more or less corresponds with the rise of social networking, which has been sponging up an ever larger share of time spent online.
  • Yahoo still has strong media properties to command 8 per cent of the average user’s time on the internet.
  • This doesn’t even include the mobile web, where Yahoo’s presence is abysmal.
Yahoo Time Spent

Photo: comScore, Citi Investment Research And Analyst

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