We are told in the NZHerald that Yahoo!xtra gets 4-500,000 UB’s a week and 12-14m page impressions.
Could we see the source for that information? Yahoo!xtra isn’t on NetRatings and so we have no evidence that this is true?
Let’s graph it, and I stress, these figures are not at all comparable – the Yahoo! number may as well be made up. I’ve taken the lower of Yahoo!s range for UB and PI.
The UB’s chart shows Yahoo!xtra as an also-ran in the media market, well behind MSN, Stuff and NZHerald. This is not the Yahoo! of the rest of the world.
They do better, thanks to email, with Page Impressions (the scale is reduced as Trade Me is so dominant). I’ve added the PI’s together for Yahoo and msn, so we can compare it to the next chart…
which is one of the last week’s of xtramsn:
Back then xtramsn’s page impressions were 6.5% of Trade Me’s, 198.6% of Stuff’s, 227% of NZHerald’s and 404% of Air New Zealand’s. They were 164% of xtra’s page views.
Now the combined pageviews of msn.co.nz and Yahoo!xtra are 4.7% of Trade Me’s, 164.5% of Stuff’s, 150% of NZHeralds and 342% of Air New Zealand’s. Tellingly the combined pageviews have dropped to just 129% of xtra’s.
So by splitting into two xtramsn has lost market position against every major competitor
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“So by splitting into two xtramsn has lost market position against every major competitor”…
Which is no surprise: Divide and conquer ;-)
Hmmm…are you perhaps missing the point with MSN? The portal is just the tip of the iceberg – the main services that MSN delivers to Kiwis are hotmail/Live mail and MSN Messenger.
These are “interactive” services with (by definition) lots of user generated content and page views that are a magnitude of order higher than the portal itself.
Not looking to start an argument here but just pointing out that the service MSN delivers into NZ is way more substantial than the figures above show.
I understand that google doesn’t even figure here and probably the yahooxtra figures dont include email or IM either (be interested to know) but equally Trade Me is not really a portal as such and so the page views are not really comparable.