Analysis on User Click Behavior in the Mobile Internet
Mobile Internet develops rapidly these years, but little is published about the details of it in China. This paper uses the WAP gateway log to study the user behavior of Mobile Internet. Firstly, the authors propose a new method of measuring the similarity of daily clicks distribution by Pearson Correlated Coefficient, and find that there are three regular peak time segments and a trough time segment in daily aggregated clicks. Secondly, they introduce various means to describe the heterogeneity of clicks distribution both in users and in websites. Finally, the heterogeneity in different time is well described by Gini coefficients.