Hitwise reported a remarkable demographic shift between the users of Yahoo! And Google. Yahoo! Users have always been seen as the older demographic but this report shows that it is actually the Google users who are older but also the bigger spenders in the audience. This is no surprise!
Four years ago the PPC industry saw Yahoo! Users as the older and larger converting audience. That was back when Yahoo! Ads were syndicated across Microsoft Search and others. After Microsoft’s decision to begin their own PPC advertising program the high conversions we once saw with Yahoo! Dwindled a bit. So it isn’t surprising that Google would fill that void.
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