One reason for Yahoo’s $1.1 billion purchase of Tumblr may boil down to this key fact: Tumblr’s brand perception among millennials is on the rise, while Yahoo’s has been slipping since early March. This is according to YouGov BrandIndex, the only daily brand consumer perception research service.
Since the end of April, Yahoo’s Impression scores have declined while Tumblr’s have increased to the point where they are essentially even with this younger demographic group.
Brand Impression for Yahoo is now higher among 35-49 year olds than it is for 18-34 year olds. Tumblr has seen better Impression numbers from the 35-49 demographic since the end of March, but they are still significantly behind the 18-34 fan club.
According to BrandIndex CategoryView data, each of the brands bring very different positive traits to the table, according to adults aged 18-34: Yahoo is most often cited as “useful” (47%), “easy to use” (34%) and “informative” (31%), while Tumblr scores highest on brand attributes like “entertaining” (23%), “fun” (20%) and “cool” (16%). Ideally, Yahoo and Tumblr could figure out a way to complement each other and strengthen both brands.
Tumblr and Yahoo were measured YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive or negative feeling about the brand?" Results were divided into two age brackets: 18-34 and 35-49. Scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Impression for Yahoo and Tumblr among 18-34 and 35-49 year olds
