Analysis on User Click Behavior in the Mobile Internet
Chuan Hong Xu, Wang Mei, Hong Tang · International Journal of Digital Content Technology and its Applications · 2011
Mobile Internet develops rapidly these years, but little is published about the details of it in China. This paper uses the WAP gateway log to study the user behavior of Mobile Internet. Firstly, we propose a new method of measuring the similarity of daily clicks distribution by Pearson Correlated Coefficient, and find that there are three regular peak time segments and a trough time segment in daily aggregated clicks. Secondly, we introduce various means to describe the heterogeneity of clicks distribution both in users and in websites, and find that the clicks distribution in users obeys 20/80 rule, while, the clicks distribution in websites obeys power law and 10/90 rule, the clicks distribution in websites is more heterogeneous than that of traditional Internet and has strong concentration which is not found in traditional Internet. Finally, the heterogeneity in different time is well described by Gini coefficients.