Yahoo’s Homepage, Mail and Search Traffic Continue to Decline a Lot – Kara Swisher – Media – AllThingsD

In November 2012, compared to November 2011, the monthly unique visitors to the homepage declined 17 percent to 91.8 million from 110.9 million; Yahoo Mail dropped 16 percent (from 92 million to 77.7 million); and Yahoo search dropped 28 percent (from 93.3 million to 66.9 million). via Yahoo’s Homepage, Mail and Search Traffic Continue to Decline a Lot – Kara Swisher – Media – AllThingsD.

The dropoff in uniques is the most alarming thing for me.  A decline in search queries is a big deal too but there is some expectation of that built in.  Page views may move around (more specifically, move down) as Yahoo experiments with new UIs that may be consumer friendly but have a negative impact on pure page views.  Think more ajax-y type pages like what we are seeing in their new mail pages vs their mail UI from 2010 and before.

Like I said previously, this management team has a bit more leash so it’ll be interesting to see how Mayer orchestrates this.

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