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June 17, 2005

Yahoo Better at Getting Visitors: AOL Better at Keeping Them

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According to Marketing Vox and specifically, a study done by Nielsen Ratings, Yahoo attracts more visitors than Google, MSN or AOL but does not keep its visitors as long as AOL does.

Yahoo had 97 million visitors in May who spent an average of 3 hours on the site. AOL, on the other hand, had 71 million users in May but they spent an average of three hours more (total 6 hours 45 mins) on AOL than did visitors on Yahoo.

What would the reason be? According to Marketing Vox, part of the answer could be AOL’s instant messaging program, AIM, which kept people on the AOL site in order to IM with others.

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