Characterizing Users' Multi-Tasking Behavior in Web Search
Rishabh Mehrotra, Prasanta Bhattacharya, Emine Yılmaz · 2016
Multi-tasking within a single online search sessions is an increasingly popular phenomenon. In this work, we quantify multi-tasking behavior of web search users. Using insights from large-scale search logs, we seek to characterize user groups and search sessions with a focus on multi-task sessions. Our findings show that dual-task sessions are more prevalent than single-task sessions in online search, and that over 50\% of search sessions have more than 2 tasks. Further, we provide a method to categorize users into focused, multi-taskers or supertaskers depending on their level of task-multiplicity and show that the search effort expended by these users varies across the groups. The findings from this analysis provide useful insights about task-multiplicity in an online search environment and hold potential value for search engines that wish to personalize and support search experiences of users based on their task behavior.