Verto Analytics study reveals longtime users prefer sticking to Yahoo despite hacks to avoid switching hassles.
Two data breaches in the past appear not to have impacted traffic on Yahoo as users continue to use its services and numbers remain roughly steady, reports San Francisco Chronicle quoting a study from digital measurement services Verto Analytics.
The Verto report, which studied post-breach traffic on the site, found that longtime users consider service switching a “hassle” and others view a data hack as “more of a nuisance than a danger.”
Yahoo suffered two major data breaches in 2013 and 2014, made public in December and September respectively. However, despite the breach disclosures, customer database stayed more or less steady at 45.7 million, as evaluated in September. December traffic was reported to be around 38.5 million, a reduction Verto attributed to less usage during the holiday season.
Yahoo is currently involved in working towards its business acquisition by Verizon which may see hard negotiations as a result of the breaches.
“We will continue to evaluate the situation before making any final decisions,” Verizon says.
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