MUMBAI: To compete better in an internet environment dominated by social networks and blogs Yahoo! has agreed to buy social blogging service Tumblr for $1.1 billion in cash.

Millions use Tumblr as a vehicle to blog. Tumblr will function independently.

Tumblr is especially popular among young users. According to the research firm Quantcast, 29 per cent of Tumblr‘s members are ages 18 to 24, and 19 per cent are younger than 18.
 
Tumblr founder and CEO David Karp who founded the company six years ago will make millions of dollars but will stay on for at least a few years indicate reports.

Reports also indicate Yahoo! is perceived in young circles to be ‘old‘ and needs to find a way to stay relevant to the young crowd as the digital space evolves rapidly.