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The Trouble with Yahoo’s Mobile User Metric

Marissa Mayer has touted her transformation of Yahoo into a “mobile first” company, and each quarter she discloses the number of people per month who visit a Yahoo property through a mobile device. As of April, it was 600 million, and next week she could disclose a slightly higher number during the company’s second-quarter earnings announcement.

What Ms. Mayer hasn’t discussed: The majority of those people weren’t logged into a Yahoo account, according to people with knowledge of the figures. That’s because they typically visit Yahoo’s mobile websites like Yahoo News rather than the Yahoo Mail app where an account is necessary.

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