From Information to Insight

1. Cemra Carmikli
Anushka Kassim
Ananya Sahay
Omegie Momoh

2. Background
2000s19981994

3. 79%
Advertising is the main revenue source
Source: Yahoo! Annual Report 2013

4. Revenue is Declining
Source: Statista 2015

5. Source: U.S. News, April 2015

6. R.I.P

7. What does do?

8. What is Yahoo! to the consumer?
Source: Yahoo Survey, Columbia University 2015

9. What is
to the
consumer?
Source: Yahoo Survey, Columbia University 2015

10. So, which one
aspect should
focus
on?

11. Google owns
search, with a
68% market
share.
Source: ComScore, 2014
Search?

12. Google owns
email too.
Source: Yahoo Survey, Columbia University 2015
And 99% were
satisfied with
Gmail.
Email?

13. There is a
high
awareness
of ’s
content.
PercentofPeopleWhoAreAware
Type of Content
Source: Yahoo Survey, Columbia University 2015
Content?

14. Yahoo!
should
leverage its
content.

15. So who should target?

16. We investigated
Internet users
aged 18+ and
one group
jumped out as a
potential target.

17. Millennials get most of their news online
Source: Yahoo Survey, Columbia University 2015
66%
56%
35%

18. Millennials
have a varied
content diet.
Source: American Press Institute, 2015

19. 2 out of 3 millennials
agree that the
Internet is
“overwhelming.”
Source: U.S. Census Bureau report, November 2014

20. Who wants all their online content in one
place?
18-34 35-54 55+
Percent Of
People
Age Groups
Source: Yahoo Survey, Columbia University 2015

21. Only 17% of millennials use
Yahoo! to get news.
Source: Yahoo Survey, Columbia University 2015

22. Millennials are the most open to changing
their online habits
Source: Yahoo Survey, Columbia University 2015

23. Target millennials with content.

24. Why Millennials and not Gen X?
More buying power than
any other generation by
2017.*
Capturing a younger
audience - better for
Yahoo!’s long term goals.
Untapped resource.
*Source: Time.com, 2014

25. Positioning
For millennials who want everything in one
place, Yahoo! is the only online curator,
that offers well-crafted content that they can
consume and enjoy.

26. How do we talk about
’s content to millennials?

27. “Usually
what’s the
most popular
is what’s
best.”
Almost half of
millennials
agree.
Source: Yahoo Survey, Columbia University 2015

28. Millennials and
Almost half of
millennials don’t
know many people
that still use
Almost half of
millennials think
Yahoo! is old-school.
Source: Yahoo Survey, Columbia University 2015

29. Remember...

30. Message theme recommendation
Your daily cup of
everything.
Delivered.

31. How do we want these millennials to
behave?

37. Thank you.