Mar
05
2009

Yahoo! Mail More than One Third of Yahoo! Traffic

Posted by under Consumer Behavior, Traffic Acquisition

Tuesday, Yahoo!’s new CEO, Carol Bartz spoke to analysts and one comment in particular caught my attention. According to an article on ZDNet, she said “Yahoo Mail is becoming increasingly critical to the company. Yahoo Mail has a billion emails pass through its servers every day and it’s critical that the company enables better photo sharing and other features”
Yahoo!’s mail property is its most trafficked property, receiving more than a third (36.71%) of visits to a custom category of 80 leading Yahoo! properties in February. The next two most popular domains are the portal front page, www.yahoo.com, and Yahoo! Search. Below is a table showing the top 10 Yahoo! properties in February with market share of visits based on share of visits within the custom category.
Yahoo! Properties.png
Among web based mail providers, Yahoo! leads the pack. As illustrated below, in February, Yahoo! held 56.46% market share of US visits among Email Services websites. MSN’s Windows Live Mail was #2 with 19.14% and Gmail was #3 with 10.82%. Despite having such a strong hold on the market, Yahoo! continues to grow its share. Visits to Yahoo! mail were up 3% year over year in February. Windows Live Mail visits were down 25% and Gmail nearly doubled visits, up 88% year over year.
Email Services Visits.png

TAGS:
CATS: Consumer Behavior, Traffic Acquisition

  1. I like the way Carol sees this! All the big search companies should see this. What I’d do next if I was Carol is fix the spam filtering problems ASAP and treat Yahoo! Mail as the traffic driver it is then expand engagement across other properties during the visits.
    Google doesn’t see this potential apparently with Gmail. Afterall, they are top heavy in ex-McKinsey folks who seem to prefer to over-analyze and pigeonhole products instead of seeing how they fit into a larger picture of the new rules of the complex Internet ecosphere.
    If you visit my blog, you’ll see Microsoft doesn’t yet see this either as one post is nothing but complaints about inability to log in when the post itself was neutral. It might explain that decline you see.

    • David Foster
    • March 6th, 2009

    What is the Yahoo! property in the table? Seems like everything past the home page is a specific property other than just plain Yahoo!.

  3. David, Yahoo! is the portal page, http://www.yahoo.com. We report other domains such as search and news separately – as indicated by the ranking.
    Hope that clarifies.
    Thanks, Heather

  4. Heather, can we assume that Yahoo Personals is not in the top ten based? It has it’s own subdomain, should show up. I’d love to know where it sits on the list.

  5. Curious Heather… where does Yahoo! Music rank?

  6. David, Doug, Thanks for the questions. Sorry for the delay in responding. Yes, on both counts, Yahoo! Personals and Yahoo! Music didn’t make it into the top 10.
    Yahoo! Personals ranked at #18 in February within the Yahoo! Properties custom category and Yahoo! Music ranked at #25.
    Let me know if you need anything else!
    Heather

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  9. Thank you for your sharing.

  10. Yahoo! Personals and Yahoo! Music didn’t make it into the top 10. It might explain that decline you see.

  11. Gmail is more popular in South Asia where internet penetrated much later in its evolution. Yahoo mail was popular during the initial stages in early 2000s but after 2005 Gmail has become lot more popular now.

    • jim
    • October 8th, 2009

    what about yahoo shopping? they claim 25m users but not on this list? Is this category in Yahoo search?
    just curious.

  13. Jim, Yahoo! Shopping didn’t make it in the top 10. Last week, it ranked #18 among Yahoo! Properties, just behind Flickr. Of course, this post was originally published several months ago and things change each week, but wanted to give you the most recent data.
    Cheers, Heather

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  15. Heather, can we assume that Yahoo Personals is not in the top ten based? It has it’s own subdomain, should show up. I’d love to know where it sits on the list.

  16. thank you very much…

  17. Heather, can we assume that Yahoo Personals is not in the top ten based? It has it’s own subdomain, should show up. I’d love to know where it sits on the list. thanks you

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