Yahoo!’s (YHOO) Huge Advantage: Time Spent On Site

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By Douglas A. McIntyre Published
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One of the factors lost in the debate over the value of Yahoo! (NASDAQ: YHOO) is the amount of time that consumers spend on the site. For advertisers, especially those running display ads, the hours that users spend per month could be critical to the value of the dollars that they invest to spread their messages.

According to Nielsen numbers for March, the average time spent on Yahoo! was 3 hours and 12 minutes. The figure for Google (NASDAQ: GOOG) was only 1 hour and 15 minutes. For MSN, the number was 2 hours and 13 minutes and for AOL the figure was four hours.

The numbers allow marketers to calculate a 24/7 Wall St. "Advertising Audience Power Rating" based on time spent multiplied by total unique visitors.

Google’s rating would be 149. Yahoo!’s would be much higher at 367. MSN would weigh in at 213, and AOL’s would be 360.

If consumer loyalty can be measured in time spent, Yahoo! and AOL may be more valuable than they seem at first  blush.

Douglas A. McIntyre

Photo of Douglas A. McIntyre
About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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