Karen Church - A Large-Scale Study of European Mobile Information Access

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Karen Church - A Large-Scale Study of European Mobile Information Access

  1. 1. A Large-Scale Study of European Mobile Information Access Karen Church Adaptive Information Cluster University College Dublin WebCamp on the Emerging Mobile Internet 17 th May 2007
  2. 2. Our Goal <ul><li>To understand the information access behaviours of mobile users </li></ul><ul><li>Our first study was carried out last year </li></ul><ul><ul><li>Are their parallels between emerging mobile search and early Web search? </li></ul></ul><ul><ul><li>We found some similarities, however we also found some significant differences  </li></ul></ul><ul><li>Nearing the end of a second study </li></ul><ul><ul><li>Has the Mobile Internet evolved? </li></ul></ul>
  3. 3. Outline <ul><li>Motivations behind our work </li></ul><ul><li>Briefly discuss first mobile study </li></ul><ul><li>Describe current mobile study </li></ul><ul><li>Present key findings </li></ul><ul><li>Has the Mobile Internet evolved? </li></ul><ul><li>Conclusions </li></ul>
  4. 4. Motivations <ul><li>Mobile world is growing rapidly </li></ul><ul><ul><li>> 2.5 billion subscribers in 2006 </li></ul></ul><ul><ul><li>28% of subscribers have browsed the Internet via mobile phone (Ipsos Insight) </li></ul></ul><ul><li>Browsing dominates the Mobile Internet </li></ul><ul><li>However, search activity is increasing </li></ul><ul><ul><li>31% of users searched for 1 st time in 2006 (Mobile Marketing Association) </li></ul></ul><ul><ul><li>Search will play a more crucial role as users begin to explore off-portal content </li></ul></ul><ul><li>However, very little is understood about mobile subscribers and how they access information </li></ul>
  5. 5. Mobile Study 1 <ul><li>Data from 2005 </li></ul><ul><li>Major European mobile operator </li></ul><ul><li>> 30 million requests </li></ul><ul><li>> 600,000 users </li></ul><ul><li>Single day in 2005 </li></ul><ul><li>1.1 million sessions </li></ul><ul><ul><li>94% browsing, 6% search </li></ul></ul><ul><li>400,000 search queries </li></ul>
  6. 6. Results - Mobile Study (2005) <ul><li>Browsing is dominant but search is richer </li></ul><ul><ul><li>Duration, bytes downloaded, requests </li></ul></ul><ul><li>Access devices are sophisticated </li></ul><ul><ul><li>Large screens, XHTML support, color interfaces </li></ul></ul><ul><li>Google is most popular search engine </li></ul><ul><ul><li>76% of queries </li></ul></ul><ul><li>Search patterns </li></ul><ul><ul><li>Avg query length = 2.06, Google = 2.25 </li></ul></ul><ul><ul><li>Lots of modifications to queries </li></ul></ul><ul><ul><li>Adult content is most popular query category </li></ul></ul>
  7. 7. Mobile Search vs. Early Web Search <ul><li>Similarities: </li></ul><ul><ul><li>Query length (2.06 vs. 2.35) </li></ul></ul><ul><ul><li>Use of advanced search features (3% vs. 5-10%) </li></ul></ul><ul><ul><li>Niche interest areas (Adult content) </li></ul></ul><ul><li>Differences: </li></ul><ul><ul><li>Searches per session (8.7 vs. 4.9) </li></ul></ul><ul><ul><li>Unique queries (22% vs. 52-57%) </li></ul></ul><ul><ul><li>Repeat Queries (76% vs. 39-43%) </li></ul></ul><ul><ul><li>Higher rate of query modification in mobile space </li></ul></ul>
  8. 8. Mobile Study 2 <ul><li>Early 2006 </li></ul><ul><li>Major European mobile operator </li></ul><ul><li>Single week (full 7 days) </li></ul><ul><li>> 290 million requests </li></ul><ul><li>Almost 10 million sessions </li></ul><ul><li>2.6 million unique users </li></ul><ul><li>> 5 million queries </li></ul><ul><li>Approx. 5 months between the two datasets </li></ul>
  9. 9. Session Analysis <ul><li>Number of sessions and users has increased significantly </li></ul><ul><li>Breakdown of search sessions vs. browsing sessions has remained the same </li></ul><ul><li>Session duration has also remained similar to previous study </li></ul><ul><li>Bytes downloaded during searches has increased </li></ul>
  10. 10. Number of Sessions <ul><li>The number of sessions has risen from approx 1.1 million to 1.4 million per day (on average) </li></ul>
  11. 11. Number of Users <ul><li>The number of users has risen from approx. 600K to 745K per day (on average) </li></ul>
  12. 12. How popular is search? <ul><li>The percentage of search vs. browsing sessions has remained similar </li></ul><ul><li>Browsing remains dominant on Mobile Internet </li></ul>7% 93%
  13. 13. How many users search? <ul><li>The percentage of users who search vs. users who only browse for information has remained static </li></ul>8% 92%
  14. 14. How long do people spend online? <ul><li>On average users spends 3 times as long searching than they do when browsing </li></ul>13 m 59 s
  15. 15. How rich are sessions (bytes downloaded)? <ul><li>On average users download 5 times as much content than they do when browsing </li></ul>322 Kb 270 Kb First Study
  16. 16. Search Engine Analysis <ul><li>Breakdown of queries by search engine </li></ul><ul><li>> 30 different mobile search engines </li></ul><ul><li>Google still dominates Mobile Search </li></ul><ul><li>Use of operator-specific search has decreased </li></ul><ul><li>Use of mobile-specific search has decreased </li></ul>
  17. 17. Search Engine Popularity 0.1 0.03 Misc (Includes: image and ringtone search) 7 0.4 0.19 Other Major Search Engines (Includes: AskJeeves, AllTheWeb, MSN, AOL, etc) 6 1.6 0.82 Wap Search Engines/Directories (Includes: TagTag, Click4Wap, Mooobl, Ithaki, etc.) 5 1.6 1.77 eCommerce Search 4 5.7 3.61 Yahoo 3 14.4 8.66 Operator-Specific Search 2 76.2 84.91 Google 1 2005 % Queries 2006 % Queries Search Engine No
  18. 18. Query Analysis <ul><li>Search on mobiles is growing! </li></ul><ul><ul><li>The number of queries per day has doubled (on average) in the 5 month period </li></ul></ul><ul><li>Query length has increased </li></ul><ul><li>Use of advanced search features decreased </li></ul><ul><li> Showing signs of evolution </li></ul>
  19. 19. Number of Queries <ul><li>The number of queries per day has doubled! </li></ul>
  20. 20. Number of Unique Queries <ul><li>When we examine unique queries, the number has increased significantly </li></ul>
  21. 21. Query Length <ul><li>2.15 terms per query on average </li></ul><ul><li>Up from 2.06 terms per query in Mobile 2005 </li></ul><ul><li>Google queries are longer in length </li></ul><ul><ul><li>2.22 terms (2005) </li></ul></ul><ul><ul><li>2.26 terms (2006) </li></ul></ul>
  22. 22. Advanced Search Features <ul><li>This figure is down from 3.04% in the Mobile 2005 study. </li></ul>2.847315   24571 Total 0.284902 862953.3 2458.571 & 0.040774 862953.3 351.8571 () 0.22082 862953.3 1905.571 &quot; &quot; 1.362216 862953.3 11755.29 - 0.241 862953.3 2079.714 + 0.000364 862953.3 3.142857 NOT/AND NOT 0.049514 862953.3 427.2857 OR/Or/or 0.766322 862953.3 6613 AND/And/and % Totals Freq Use of Advanced Features
  23. 23. Queries per Session <ul><li>The number of queries per session has increased from 5.8 to 8.6 </li></ul>5.8 8.6
  24. 24. Queries per User <ul><li>The average number of queries per user has increased significantly from 8.7 to 13.6 </li></ul>8.7 13.6
  25. 25. What do mobile users search for?
  26. 26. Future Work <ul><li>Query modifications & query similarity </li></ul><ul><li>Device analysis </li></ul><ul><li>Result-page analysis </li></ul><ul><ul><li>Avg. position of results clicked </li></ul></ul><ul><ul><li>Avg num of results clicked </li></ul></ul><ul><ul><li>Avg num result pages viewed </li></ul></ul><ul><li>Temporal analyses </li></ul><ul><ul><li>Time of day, day of week, etc. </li></ul></ul>
  27. 27. Conclusions <ul><li>The Mobile Internet is evolving fast </li></ul><ul><li>In 5 month period, mobile search is showing signs of significant change </li></ul><ul><li>More users, more sessions </li></ul><ul><li>Search is evolving </li></ul><ul><ul><li>Queries are longer </li></ul></ul><ul><ul><li>More queries per user </li></ul></ul><ul><ul><li>More queries per session </li></ul></ul><ul><ul><li>Changes in topics  User Generated Content </li></ul></ul>
  28. 28. <ul><li>Thank You </li></ul><ul><li>Questions/Comments? </li></ul><ul><li>Karen Church </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone: +353 7165355 </li></ul>

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