New data from Hitwise plots the demographics who visit Yahoo Search against Google users. Groups in the top left are a particular strength for Yahoo; groups on the bottom right, for Google. Among America's "blue-collar backbone" and "struggling societies," Yahoo does particularly well. Google, on the other hand owns "affluent suburbia." The bubble sizes indicate those groups' propensity to spend over $500 online over a four-week period — the real prize for online advertisers. What does the chart tell us?
That Google may just have landed more search traffic — but that those queries are made by searchers who spend less money online and aren't worth as much to advertisers. You know, people who set their browser homepages back in 1997 and consider Google newfangled — the ever-diminishing crew of hardcore Yahoo searchers.
