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Mobile Information Access A Study of Emerging Search Behavior on the Mobile Internet

Presented By: Brian Krupp. Mobile Information Access A Study of Emerging Search Behavior on the Mobile Internet. Authors : Karen Church and Barry Smyth of University College Dublin and Paul Cotter and Keith Bradley of ChangingWorlds Publication Date : May 2007. Introduction.

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Mobile Information Access A Study of Emerging Search Behavior on the Mobile Internet

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  1. Presented By: Brian Krupp Mobile Information AccessA Study of Emerging Search Behavior on the Mobile Internet • Authors : • Karen Church and Barry Smyth of University College Dublin • and • Paul Cotter and Keith Bradley of ChangingWorlds • Publication Date : May 2007

  2. Introduction What is this research about? • Mobile Phone / Mobile Internet (MI) Emergence • Browsing vs Searching Why should I be interested? • Own a Mobile Internet Device? • Have a Data Plan? • Mobile Content Delivery • WML & XHTML (Web Development)

  3. Previous Research / Related Studies • The Excite Studies (Early Web Search Use) • Altavista 1998 and 2002 • Fireball (2000) and AllTheWeb (2005) - European • Google Mobile 2006

  4. Research Questions / What We Want to Discover • Browsing Dominance on Mobile Internet • Differences Between Browsing/Search Users • Effect of Mobile Devices on Mobile Internet • How Mobile Internet is Searched • Query Patterns in Searches • Use of Advanced Search Options (eg Boolean) • Modification of Search Queries • Type of Information Looked At

  5. Research Design / How We Will Do Our Research • How and Where Data Was Collected • Definition of Terms Used Throughout Paper from Data • Session • Term • Query • How the Data Was Analyzed • Browsing vs Search • Search Engines and Devices • Emerging Search Behavior

  6. Results – Session Level Analysis • Browsing Session vs Search Session • Browsing Still Has Significant Dominance in MI • Browsing Has More Average Number of Sessions

  7. Results –Session Level Analysis • So Browsing is Dominant? • Search Sessions Higher in Duration, Bytes, and # of Requests

  8. Results – Session Level Analysis • Search Session’s Dominance in Requests, Kbytes, and Seconds Close the Gap (a little)

  9. Results – User Level Analysis • Search User Has Higher Avg. Number of Sessions • Browse User Still Dominates % of Sessions

  10. Results – User Level Analysis • As With Previous Data, Duration, Data, and # of Requests, Search Still Dominates

  11. Results – Search Engines and Devices • Google Dominates in Traditional Web Access, What About MI?

  12. Results – Device Analysis • Browsing Sessions • How Does the Device Affect Usage? • What Patterns Do We See?

  13. Results – Device Analysis • Search Sessions • How Does the Device Affect Usage? • What Patterns Do We See?

  14. Results – Query Level Analysis • How does MI Affect Search Queries? • Query Length (Down) Advanced Features (Down) Searches Per Session (Up) Unique Queries (Down)

  15. Results – Query Level Analysis • MI = Shorter Queries, Broader Searches

  16. Results – Query Level Analysis • Mobile Users Rarely Use Advanced Search Operations • Does the Mobile Device Affect this?

  17. Results – Query Level Analysis • Almost 50% of Users Submitting 1 Query per Day

  18. Results – Query Level Analysis • Initial, Modified, Identical, and Zero-Term Queries • How Often Was Search Refined?

  19. Results – Query Level Analysis • Users Incrementally Modify their Search

  20. Results – Query Level Analysis • How Do We Measure Similarity? • How Similar Were Queries?

  21. Results – What Topics Are Searched • Adult Content Leads • Keep an Eye on #8

  22. Discussion • Browsing vs Searching • Browsing Dominance • Search on the Rise • Device and Search Engine Usage • Google Dominance (But More Mobile Search Engines) • Advanced Handsets (Phones) • Emerging Search Behavior • Effect of Limited Text Input • Query Length and Overlap

  23. Implications • Utilizing Query Repetition • Recommending Queries (Query Modification) • Enriching Mobile Content • WML vs XHTML • Web Pages Sizes Affect on Data Plans

  24. Conclusion • Dominance of Portal Browsing Activities • Search Sessions Are Richer • MI Devices Are Modern, Specifically for Search Users • MI Queries Are Shorter • High Rate of Query Modifications for MI • Future Research • Query Repetition, Query Modification, Search Sessions Being Richer, More Analysis on Behavior Changes

  25. Questions?

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