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The Death March of Yahoo’s Core Products

The Death March of Yahoo’s Core Products
Yahoo CEO Marissa Mayer. Photo by Bloomberg.

The number of people visiting Yahoo’s three most important products—Yahoo Mail, the Yahoo.com home page and Yahoo Search—on a daily basis declined meaningfully over the past year, according to confidential internal data. It’s a reminder of the deep challenges any potential buyer of Yahoo would face.

Daily active users going to Yahoo’s home page fell 16.5% between the first week of December 2014 and the same period in 2015, the data show, while those going to Yahoo Mail dropped by 11.5%. The same metric for Yahoo Search fell 8.8%. In each case, time spent by users dropped by an even greater proportion, suggesting Yahoo is losing some of its more-engaged users.

In contrast, Tumblr has been doing relatively well, while Yahoo Sports is a mixed bag, according to the data. (Data on Yahoo Finance, which has held steady, can be found here.)


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