Audience Insights reports are based on Oath proprietary data gathered from Yahoo Search, Yahoo Mail, Flurry Analytics, Yahoo Ads, and leading third-party data providers.
We curate and present this data in a discoverable and explorable format to enable our customers to better identify and understand their audiences.
Unless noted otherwise, data is based on the previous 30 days of active users for a specific country.
Insights are divided into eight major data categories: Behavior, Content, Demographic, Mobile, Performance, Purchases, Search, and Travel.
|Behavior Data||Behavior data includes app behavior, device usage, ad behavior, Premium segments, and more. To learn more see Behavior Data.|
|Content Data||Content data includes top Yahoo sites, devices, and top external site visits. To learn more see Content Data.|
|Demographic Data||Demographic data includes age, location, residence, auto ownership, finance, income distribution, and life stage. To learn more see Demographics Data.|
|Mobile Data||Mobile data includes app activity, app install and usage categories, movile device carriers, makers, models, and device types, and mobile OS names and versions. To learn more see Mobile Data.|
|Performance Data||Performance data includes first-party data, third-party data, and Yahoo Segments. To learn more see Performance Data.|
|Purchases Data||Purchase data includes purchase categories, age and gender distribution, top selling products, and more. To learn more see Purchases Data.|
|Search Data||Search data includes top category searched, top keyword searched, and age and gender distribution. To learn more see Search Data.|
|Travel Data||Travel data includes top hotel, top airline, top booking provider, top destination, and more. To learn more see Travel Data.|