Understanding Chinese online users and their visits to websites: Application of Zipf's law
作者：
Highlights：
• We collaborated with an online marketing research agency to obtain a bundle of longitudinal sectional web surfing data.
• We examined the Zipf's law of web usage behaviors in the biggest Internet market, China.
• We identified that 94.87% of the entire Internet traffic concentrated in 15.08% of all visited websites.
• The approach of the observed Internet traffic remained salient after controlling the user segmentation.
• Both website operators and normal Internet users can get benefits from the revealed Internet traffic distribution.
摘要
•We collaborated with an online marketing research agency to obtain a bundle of longitudinal sectional web surfing data.•We examined the Zipf's law of web usage behaviors in the biggest Internet market, China.•We identified that 94.87% of the entire Internet traffic concentrated in 15.08% of all visited websites.•The approach of the observed Internet traffic remained salient after controlling the user segmentation.•Both website operators and normal Internet users can get benefits from the revealed Internet traffic distribution.
论文关键词：Zipf's law,Internet usage pattern,User demographics,Chinese Internet market
论文评审过程：Available online 21 June 2013.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.05.006
