Yahoo Set For Massive Boost With Kelkoo Deal
New research from Nielsen NetRatings indicates that internet giant Yahoo! will gain almost five million extra visitors per month with the acquisition of price comparison site Kelkoo.
The deal to purchase Kelkoo was announced by Yahoo! last month and will cost the internet giant £318 million (see Yahoo! Acquires Shopping Site Kelkoo For £318 million).
The impact on Yahoo!’s visitor figures was calculated by Nielsen NetRatings by combining visitor numbers for each site and unduplicating those who visited both. Under the calculations Yahoo! can expect to see an increase of 12%, pushing its number of European visitors to over 43 million each month.
The research indicated that French visitors would provide the majority of Yahoo!’s growth, increasing by 24% from 5.9 million to an unduplicated audience of around 7.4 million people. Visitors from the UK are expected to account for 11% of the audience increase, with 1.1 million extra visitors per month in real terms.
Commenting on the findings, David Day, European managing director at Nielsen NetRatings said: “As this analysis shows, from an audience perspective, this is a very good move for Yahoo! It will now have the opportunity to spread the Yahoo! word amongst the 4.6 million non-Yahoo! visiting European Kelkoo users. It will also have the opportunity to spread the Kelkoo word amongst the 31 million Yahoo!-visiting Europeans who didn’t visit Kelkoo last month.”
Yahoo’s acquisition of Kelkoo follows a deal struck earlier this year between Kelkoo and Yahoo!’s arch rival in search technologies, Google. The wide-ranging deal saw Google’s AdSense website monetisation programme available on the search and content pages of Kelkoo’s European pages, a deal which may now be re-evaluated with Yahoo! at the helm (see Google Secures Pan-European Partnership With Kelkoo).
Kelkoo: 020 8971 3000 www.kelkoo.co.uk Yahoo!: 020 7808 4200 www.yahoo.co.uk
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