Since Yahoo Japan has switched to the page search instead of the directory search in October 3, the overall search page view has increased by 200mil (10%) from September.
The directory search was decreased only by 20%. It seems that Japanese Yahoo search users are checking the directory search results after going through the page search results.
We saw this trend in our client’s PPC campaigns. Overture brought significantly more page views than Google Japan’s AdWords with less average cost-per-click. However, AdWords campaigns had much higher click-through-rate.
Yahoo Japan Search Users – 26,030,000
Page View – 2,087,800,000
Viewed page (per person) – 80
Time used on search (per person) – 17min 26sec.
Yahoo Japan Search Users – 26,350,000
Page View – 2,289,000,000
Viewed page (per person) – 87
Time used on search (per person) – 18min 50sec.
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