Search Engine Journal

After last week’s announcement that Yahoo! will acquire the European comparison shopping service Kelkoo, Nielsen//NetRatings can reveal the impact the purchase will have on Yahoo!’s European audience.

Based on Nielsen//NetRatings NetView data recorded in February 2004, 38.6 million Europeans visited Yahoo!, whilst 12.5 million visited Kelkoo. By combining these two audiences, and unduplicating people who visited both sites, Yahoo!’s pan-European audience at Parent level increases by almost five million people, to 43.2 million.

France shows the most dramatic increase in audience, with a growth of 24% from 5.9 million to a combined unduplicated audience of 7.4 million people. In some of Europe’s largest and most mature markets where audience growth is generally lower – Sweden, Germany, the UK and the Netherlands - Yahoo!’s audience will experience a boost of 11%. The chart below shows the impact of the acquisition on Yahoo!’s audience across Europe, by country.

Nielsen//NetRatings: Yahoo!’s increased audience following Kelkoo acquisition

Country Size of audience increase (no of individuals) % Change

France 1,434,000 +24%

Sweden 162,000 +11%

Netherlands 204,000 +11%

Germany 1,007,000 +11%

UK 1,159,000 +11%

Italy 494,000 +9%

Spain 123,000 +4%

Switzerland 19,000 +2%