NPD Findings Show Yahoo! Ranked Highest In User Opinion

Research shows users exhibit high level of loyalty to Yahoo!

SANTA CLARA, Calif. -- August 26, 1997 -- Yahoo! Inc. (NASDAQ:YHOO) today announced that recent findings from The NPD Online Research Group show overall opinion of Yahoo! ranked the statistically highest among all search and navigational services based on an online survey conducted by NPD in June 1997. The research also showed that Yahoo! users exhibit the highest levels of loyalty to Yahoo.com, and use and bookmark the site more often than any other search and navigational service.

NPD Findings
Approximately 92 percent of Yahoo! users rated the service "excellent" or "very good" , which is significantly higher than the ratings for any other site. According to NPD's research, Yahoo! users exhibited high levels of loyalty to the site - 76 percent of all Yahoo! users visit Yahoo.com the most often rather than going to another search or navigational site. Among all Web users surveyed, 29 percent said they used Yahoo! the most often, significantly higher than any guide compared with 17 percent for Alta Vista, 14 percent for Web Crawler, 11 percent for Infoseek, 9 percent for Excite and 7 percent for Lycos. The NPD findings also showed that overall opinion of Yahoo! ranks highest among all search and navigational services. In addition, the research shows that 73% of Yahoo! users bookmark the service, higher than all other services (62%.). Yahoo! also had a higher than average share of visitors who consider Yahoo.com their default search and navigational service.

"One important factor driving Yahoo! user satisfaction is the ease of use and comprehensiveness of our directory, which incorporates a wealth of sites catalogued by hand" said Jeff Mallett, senior vice president, Yahoo! Inc. "With a range of services, including news, sports, finance, chat, and classifieds, Yahoo! is designed to satisfy a breadth of users needs, which is generating high loyalty and the largest share of heavy and frequent users."

About NPD
NPD Online Research is a division of the NPD Group. The NPD Group (majority holder of Media Metrix, the PC Meter Company) is a privately held, international market research company headquartered in Port Washington, NY. The firm specializes in Internet related marketing research and analysis. Founded in 1953, NPD is the 10th largest market research company with offices and affiliations in 33 countries. The NPD Web Panel is a product of NPD's Online Research Division, which uses World Wide Web based technologies to conduct and deliver market research. NPD Online Research also offers NPD SiteSelect sampling technology, allowing marketers to conduct random sample surveys from their own sites.

About Yahoo!
Yahoo! Inc. (NASDAQ:YHOO) is an Internet media company that offers a network of globally-branded properties, specialty programming, and aggregated content distributed primarily on the Web, serving business professionals and consumers. As the first online navigational guide to the Web, www.yahoo.com is the single largest guide in terms of traffic, advertising, and household reach, and is one of the most recognized brands associated with the Internet. Yahoo! Inc. continues to develop a family of community services, including Yahoo! Chat, Classifieds, and Yellow Pages, along with targeted Internet guides for geographic audiences (Yahoo! Japan, UK & Ireland, France, Germany, Canada, San Francisco Bay Area, Los Angeles, New York, Chicago, Washington, D.C., Boston, Austin, Seattle, Dallas/Fort Worth, Atlanta, Minneapolis/St. Paul); shared-interest audiences (Yahoo! Internet Life magazine and website, Yahoo! Finance, Yahoo! News, Yahoo! Scoreboard and unfURLed, MTV/Yahoo!'s online music guide); and demographic audiences (Yahooligans!, a Web guide for kids; and Beatrice's Web Guide for women). Yahoo! Inc. is headquartered in Santa Clara, Calif., and can be found on the Web at www.yahoo.com.

Beatrice's Web Guide is a trademark of Yahoo! Inc. and Wire Networks, Inc. Ben & Jerry's and Lids for Kids are trademarks of Ben & Jerry's Homemade Holdings, Inc.