Yahoo Survey: Not Many Opinions Have Changed Over the Past Year

It’s been a year since Marissa Mayer took over as Yahoo’s CEO, in an attempt to revive the struggling brand. The company has made several changes and acquisitions in that relatively short time period. How do consumers feel about the Yahoo brand now compared with a year ago?

marissa mayer

Yahoo Services

In Ask Your Target Market’s latest survey, 64% of respondents said they currently use Yahoo email. 28% use Yahoo search. 9% use Tumblr, which is a new acquisition for Yahoo within the last year. 8% use Flickr. And 5% use other Yahoo services such as Yahoo messenger and Yahoo news. 25% of respondents said they don’t use any Yahoo services.

Yahoo Opinions

Overall, 29% of respondents said they have a very positive opinion of Yahoo as a company. 60% said they have a somewhat positive opinion of Yahoo. 9% have a somewhat negative opinion of Yahoo. And just 2% have a very negative opinion of Yahoo. In a July 2012 survey, 27% said they have a very positive opinion of Yahoo, and 2% had a very negative opinion of Yahoo.

So have opinions actually changed over the past year? 21% of respondents said that they have a more positive opinion of Yahoo now than they did a year ago. Just 15% said they have a more negative opinion of Yahoo now. And 64% said that their opinion of Yahoo hasn’t changed within the last year.

CEO Success

More specifically, 11% of respondents said they would give Marissa Mayer an A for her work trying to revive the Yahoo brand this year. 24% would give her a B. 11% gave her a C. 2% gave her a D. And just 1% gave her a failing grade. 52% said they are still undecided or have no opinion.

In the July 2012 survey, consumers had high hopes for her. 54% said they thought she would help the company make a comeback, and just 10% didn’t think would help Yahoo make a comeback. But it’s only been a year, and there’s still time to see what will happen with the Yahoo brand.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: 2008-09-08_11-45-43 from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on July 17 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.