Speaking at the J.P. Morgan Global Technology conference this week, Yahoo CFO Ken Goldman said, “We’re working hard to get some of the younger folks,” and that Yahoo needs content that’s more relevant the 18- to 34-year-old bracket.
Tumblr would fit into Yahoo’s complete focus on winning in mobile. Derek Gottfrid, Tumblr’s vice president, told Bloomberg that the company’s mobile usage has quadrupled over the past six months and is nearly equal to Web usage.
Bringing another 100 million users into the Yahoo orbit (the overlap between Yahoo and Tumblr is probably not that significant in terms of time spent) who are mobile and grew up on the Web would be a win. Getting Tumblr users to adopt Yahoo services, however, will depend on making the apps and content more attracting and compelling. That’s been a core “sprint” for Marissa Mayer, and she’s been speeding up the cadence of product updates and investing in categories, such as sports and entertainment, that would appeal to Tumblr users. However, wiring Tumblr’s social network into Yahoo would take some time.
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