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(READ): Where Yahoo Leaves Google in the Dust…

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money2Source: Nytimes

GOOGLE has an outsize image as the deft master of information. Its superior technology seems to pitilessly grind up its rivals. But Google’s domination in search has proved hard for it to match in some information domains. When serving financial news and information, for example, Yahoo draws 17.5 times the traffic of Google, according to comScore Media Metrix.

James Pitaro of Yahoo says users become anxious if too much financial information is presented on a page.

Yahoo Finance, which has occupied the top spot in the category for 19 consecutive months, drew 21.7 million unique United States visitors in July; Google Finance drew only 1.2 million unique visitors, placing it 17th in comScore’s rankings for the category, one slot above a site called FreePressRelease.com.

Yahoo understands that information about money — a user’s own money — presents some tricky psychological issues. James Pitaro, vice president of Yahoo’s audience group, said, “In our research with users, we found that the more information that was displayed on the page, the greater the anxiety.”

He said Yahoo deliberately adopted what he calls “the Apple model — simplicity in design; a clean, simple look, not overburdening our users with too much information on the page.”

Google seems to pay no heed to such psychology. Google Finance, which was introduced in 2006 and shed its “beta” label earlier this year, hews to its original strategy: offer the best data and charts. And when that doesn’t work, offer still more data and charts.

Yahoo Finance is organized into sections: investing; news and opinion; personal finance; customized portfolio tracking; and “Tech Ticker,” short video features that have supplied an average of 450,000 streams a day in recent months, Yahoo says. When you click on a link to a news story accompanied by a Tech Ticker video, it starts automatically and seems intended to insert a warm human presence on the page. The video player is on one side of the page and is stationary; the visitor scrolls down on the other side to read news articles.

“It’s made for multitasking,” Mr. Pitaro said. More Info

Written by dnnnewshound

August 23, 2009 at 9:21 am

Posted in Financial, Technology

Tagged with ,

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