Boomers and their kids gossip more than today's teens: Yahoo! Canada Buzz Index

    Searches for Britney and Paris scored higher with older Canadians in

    TORONTO, June 20 /CNW/ - With Paris Hilton and Britney Spears topping
Yahoo! Canada's search lists week upon week, you'd think teens and tweens were
searching up a storm for all the hot gossip. Not so.
    A new tool from the Buzz Index reveals surprising demographics on
Canadian searches, and it's actually the boomers and their kids who search for
Britney and Paris the most. Those age groups might deny their hunger for
celebrity scandals, but the 25-34's and 45s-and-up have been hunting down the
scoop this month on Yahoo! Canada search.
    Paris and Britney stayed in the spotlight during the month from May 15 to
June 15 - Paris for her antics in jail, and Britney for some unflattering
photos taken while on vacation. Looking at the top searches by age-group for
that time period shows the duo in the top 10 across the board, but taking the
top spots for among older Canadians.
    Another notable topic was the super-hot toy known as Webkinz. It was
fairly popular with its intended audience of under-25-ers, but scored highest
with the 35-44 year-olds, most likely the audience who spends the money.

    Top 10 Canadian searches by age group (May 15 to June 15):

    Under-25 years old:

     1.  Rihanna
     2.  Fergie
     3.  Avril Lavigne
     4.  Britney Spears
     5.  Akon
     6.  Webkinz
     7.  Runescape
     8.  Pussycat Dolls
     9.  Paris Hilton
     10. WWE

    25-34 years old:

     1.  Britney Spears
     2.  Perez Hilton
     3.  Paris Hilton
     4.  WWE
     5.  NHL
     6.  People
     7.  UFC
     8.  Runescape
     9.  Rihanna
     10. Lost

    35-44 years old:

     1.  Webkinz
     2.  Britney Spears
     3.  Runescape
     4.  NHL
     5.  Paris Hilton
     6.  Barbie
     7.  American Idol
     8.  Club Penguin
     9.  Perez Hilton
     10. People Magazine

    Over-45 years old:

     1.  Britney Spears
     2.  Paris Hilton
     3.  NHL
     4.  American Idol
     5.  Rosie O'Donnell
     6.  Webkinz
     7.  NASCAR
     8.  The View
     9.  Runescape
     10. WWE

    Top Searches for May 2007

     1.  American Idol
     2.  Britney Spears
     3.  Dancing With The Stars
     4.  People Magazine
     5.  Perez Hilton
     6.  Revenue Canada
     7.  Environment Canada
     8.  Pussycat Dolls
     9.  The View
     10. UFC
     11. Ottawa Senators
     12. Toronto FD
     13. NBA
     14. OSAP
     15. Paris Hilton
     16. NASCAR
     17. The Bachelor
     18. TMZ
     19. OHL
     20. Lost

    Yahoo! Canada Buzz Index: How The Online Water Cooler Works
    The Yahoo! Canada Buzz Index
( provides insight and
commentary for the top Canadian searches as measured by Yahoo! Canada Search.
After the data has been collected from the Yahoo! Canada Search log files, the
Buzz Index team reviews the total number of people searching for specific
subjects, along with spikes of interest in searches at particular times of the
    Editors then further filter out company names (such as Yahoo!), utilities
and formats (email, MP3 etc) and general terms (movies, downloads, hockey) to
define and list subjects that are most relevant and of interest to the
broadest possible audience. To this end, searches for adults-only content are
also excluded.
    "Top Movers" are the top 10 subjects with the greatest percentage
increase in searches for a given week. When a subject goes from zero to a
large number of searches, it is referred to as a "Breakout".

    About Yahoo! Canada
    Yahoo! Canada Co. is a leading Internet destination that provides online
products and services to meet the needs of Canadians and offers a range of
tools and marketing solutions for businesses to connect with Internet users.
Yahoo! Canada services Canadians in both English and in French through its
sites, and Yahoo! Canada is
headquartered in Toronto, Ontario.

For further information:

For further information: on Yahoo!'s Buzz Index or to arrange an
interview with pop-culture specialist Oliver Ho, please contact: Clive Hobson,
Yahoo! Canada, (416) 848-6184,; Julia Stein,
Fleishman-Hillard, (416) 645-3683,

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