An Analysis of Search Engine Switching Behavior Using Click Streams

  • Yun-Fang Juan
  • Chi-Chao Chang
Conference paper

DOI: 10.1007/11600930_82

Part of the Lecture Notes in Computer Science book series (LNCS, volume 3828)
Cite this paper as:
Juan YF., Chang CC. (2005) An Analysis of Search Engine Switching Behavior Using Click Streams. In: Deng X., Ye Y. (eds) Internet and Network Economics. WINE 2005. Lecture Notes in Computer Science, vol 3828. Springer, Berlin, Heidelberg

Abstract

In this paper, we propose a simple framework to characterize the switching behavior between search engines based on user click stream data. We cluster users into a number of categories based on their search engine usage pattern during two adjacent time periods and construct the transition probability matrix across these usage categories. The principal eigenvector of the transposed transition probability matrix represents the limiting probabilities, which are proportions of users in each usage category at steady state. We experiment with this framework using real click stream data focusing on two search engines: one with a large market share and another with a small market share. The results offer interesting insights into search engine switching. The limiting probabilities provide empirical evidence that small engines can still retain its fair share of users over time.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2005

Authors and Affiliations

  • Yun-Fang Juan
    • 1
  • Chi-Chao Chang
    • 1
  1. 1.Yahoo! IncSunnyvaleUSA

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