Net sales increased by 6,595 million yen (2.7%) year-on-year, to 254,238 million yen. Operating income increased by 9,861 million yen (8.6%), to 125,098 million yen.
Core company Yahoo Japan's display advertising grew more than 100% year-on-year due to higher recognition of behavioral targeting and demographic targeting advertising. Increased synergies with consolidated subsidiary Overture K.K. in paid search advertising and increased adoption of media outside the Yahoo Group led to approximately 40% sales growth. Nevertheless, with the sudden economic weakening during the second half of fiscal 2009, display advertising sales declined in the fourth quarter, and there was a large decrease in placements of paid search advertisements by certain industries. Sales from the interest-linked advertising Interest Match™ product, launched in September 2008, continued to grow, and mobile advertising also rose approximately 170%, primarily from paid search advertising sales.
The transaction volume of Yahoo! Shopping grew on seasonal sales promotions and continued efforts to enhance convenience, including the simplification of shopping procedures and the addition of item review functions. The number of merchant stores registered on Yahoo! Shopping and Yahoo! Auctions totaled 32,843, for an increase of 1,554 stores (5.0%). Tenant fee income rose, and commission revenue also grew on increased turnover in B2C auctions and revised store royalties at Yahoo! Auctions.
Yahoo! Premium recorded roughly 20% sales growth and had 7.36 million Yahoo! Premium member IDs as of the fiscal year end, a record number and a 6.4% year-on-year increase. This was the result of expanded members-only services and increased tie-ups with outside partners for special discounts, and came despite the December 2008 increase in the monthly membership fee.
SOFTBANK IDC Solutions was merged into Yahoo Japan on March 30, 2009. This will allow Yahoo Japan to significantly reduce data-center-related costs and build a strategic base for next-generation Internet businesses.
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