I thought these were interesting statistics...from here . The argument in the original article is that Yahoo tends to draw a younger crowd. I don't really see that in the second graph, and in particular, the time span is way too short to draw any conclusions. You could argue the ~3% difference in the 25-34 age group goes for Yahoo, and similarly ~3% difference in the 45-54 age group goes to Google. Given this data, I think that's a sketchy conclusion. However, what is interesting is the first graph, showing that those who tend to spend more online go Google instead of Yahoo. This suggests that Google definitely has a way better business model and is able to effectively convert searches or clicks to $$.