Yahoo overtakes Google for US web traffic- without help from Tumblr


In a surprise turn of events, Yahoo has overtaken Google for web traffic in the US, as CEO Marissa Mayer continues to turn the web portal’s fortunes around.


According to the latest audience figures compiled by comScore, Yahoo! sites received 196.6 million unique visitors in July - a 21% rise on the same month in 2012.

Google, which includes YouTube, attracted 192.3 million visitors to its property - a slight increase.


However, the research does not include search engines or mobile traffic, which is likely to have given Google back its lead through the Android operating system.

Comscore was quick to point out that traffic from Tumblr, which Yahoo recently acquired, did not contribute towards the firm's traffic numbers. Tumblr ranked at 28th in the list, with roughly 38 million views during the month of July.

While these are not the most comprehensive traffic figures, Comscore's July numbers show that Yahoo boosted its traffic by around 20% compared to last July, with the website taking the top spot for the first time since May 2011.

Speaking during the firm's second quarter earnings call, Mayer said that increasing traffic was one of her main focuses since taking over at the company.

She said, "Hire and retain a great team; build inspiring products that will attract users and increased traffic; that traffic will increase advertiser interest and ultimately translate to revenue. People, then products, then traffic, then revenue."

Microsoft (180m), Facebook (142m), AOL(117m) and Amazon (110m) filled the third, fourth fifth and sixth spots respectively, according to comScore.


Americans Look for Savings at Coupon Sites

comScore also showed how back-to-school shopping was top of mind for many Americans in July, seen by a spike in traffic to Fashion and Accessories sites, as well as Consumer Goods sites for school supplies. Coupon sites also saw pickup as consumers went on the hunt for savings.



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