Deciphering Mobile Search Patterns: A Study of Yahoo! Mobile Search Queries
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Transcript of Deciphering Mobile Search Patterns: A Study of Yahoo! Mobile Search Queries
Deciphering Mobile Search Patterns: A Study of Yahoo!
Mobile Search Queries
J Yi, F Maghoul & J Pedersen, Yahoo Inc, 7th International Conference on World Wide Web, 2008
Manu Shukla
7/19/2009
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Introduction
• Query patterns derived from 20 million English sample search queries
• Submitted over a 2 month period in second half of 2007 using Yahoo! Mobile oneSearch (http://m.yahoo.com) application
• 2.7 billion mobile users worldwide by end of 2006, 4 billion by 2010, 243 million US users in June 2007
• Authors compare and contrast search patterns between US and International, and between queries from various search interfaces
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Yahoo! oneSearch
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oneSearch
• First analyses the concept and the intent of the query
• Federated search service with 3 application interfaces, XHTML/WAP browser, java application and SMS text messaging interface
• Results of first order analysis
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Query Distributions
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Query Duplicates
• Plot of query repetitions and the number of corresponding queries
• Follows the power law distribution exhibiting a remarkably linear pattern on a log-log plot
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Query Categorization
• Use a logistic regression based classifier using an in-house taxonomy with 821 nodes and maximum depth of 6
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Query Categories
• Entertainment broken down further by interest
• Besides topical, break down queries by intent– 9-10% have local intent– 5% URL or navigational
queries
• Similar patterns between US and International in terms of topical queries
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Categorization by Application
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Categorization by Application
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Conclusions
• A unique insight into mobile queries from a large data set
• Unfortunately, no details on how they determined user intent from query
• Shows that the nature of mobile queries change between devices and interfaces
• Queries with local intent increase when device has less graphical capability and are better suited to spatio-temporal targeting