Yahoo’s on a roll these days: Its share price has nearly doubled over the last year. CEO Marissa Mayer is the subject of laudatory magazine profiles – including a glamorous feature in Vogue. And now comes the news that Yahoo’s web traffic surpassed longtime rival Google last month by drawing more U.S. visitors than any other web company, according to comScore.
Yahoo sites combined (including its popular finance, entertainment, sports and other pages) had more than 196.5 million visitors last month, compared with 192.5 million for Google properties, 179.6 million for Microsoft sites, 142 million for Facebook and 117 million for AOL. (Those were the top five on comScore’s survey.)
Of course, Yahoo reported revenue was still down in its last quarterly report, and the company is still struggling to keep advertisers from defecting to newer platforms like Google, Facebook and others. Many analysts say Yahoo’s stock surge is primarily due to investors’ excitement over an anticipated public offering by Alibaba, the Chinese ecommerce site in which Yahoo owns a 25 percent stake.
But the comScore figures are a boost for Sunnyvale-based Yahoo, underscoring the fact that the venerable Internet giant has long been one of the most popular destinations for web visitors.
Yahoo hasn’t been on top of the comScore list since May 2011, according to comScore. While some observers speculated that Yahoo’s $1 billion purchase of Tumblr helped boost its ranking, comScore says that’s not the case: Tumblr itself was ranked separately at 28th most popular web property in the U.S. site last month, with about 38 million visitors.
The comScore figures only rank web visits on personal computers, however. As pointed out by the All Things D blog, the figures don’t include mobile device users – an important and growing segment of web traffic. But Yahoo, like other web companies, has been scrambling to attract mobile users by revamping its apps and creating new ones
So we’ll have to see what the numbers show in coming months.
(Photo: Screen shot of CEO Marissa Mayer and CFO Ken Goldman from webcast of Yahoo’s last earnings report)