Yahoo! holds sway for Asia’s business elite

YAHOO!   IPSOS   SURVEY FINDINGS   ONLINE MARKETING

• Yahoo! clinches top online spot
• Claims 33% share of online users
• Finishes ahead of Google

Regional - Ipsos MediaCT has included online readership trends in its BE:Asia survey for the second year and again Yahoo! news has emerged with the biggest following ahead of Google news.

Yahoo! has grown its 27% share in 2008 to 33% this time around, finishing ahead of Google which also moved from 20% to 25%.

"This is a clear reflection of the strength of the Yahoo brand, and with the new global campaign we hope to strengthen the brand positioning further, across the region," said Yahoo!'s Southeast Asia VP and managing director Ken Mandel.

CNN.com managed to snare 15% of online readers ahead of BBC.com at 8%, while online news portals such as wsj.com, Time.com, NewsWeek.com and cnbc.com again struggle to gain much traction against the heavyweights.

William Hsu, vice president, CNN advertising sales, Asia Pacific, said he was very pleased at the result and that it confirmed what CNN had always believed.

"I'm very pleased but it doesn't really surprise me," Hsu said.

"From an online perspective most buying is done on a very quantitative basis and profiling has kind of taken a back seat. It doesn't really focus on the quality of the people. This is a good mix between the qualitative and the quantitative aspects of media buying."

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