Mobile App Analytics using Media Repertoire Approach

Sung Eun Kwon, Shu In Jang, Hyunwoo Hwangbo

Abstract


Today smart phone is the most common media with a vehicle called ‘application’. In order to understand how media users select applications and build their repertoire, this study conducted two-step approach using big data from smart phone log for 4 weeks in November 2019, and finally classified 8 media repertoire groups. Each of the eight media repertoire groups showed differences in time spent of mobile application category compared to other groups, and also showed differences between groups in demographic distribution. In addition to the academic contribution of identifying the mobile application repertoire with large scale behavioral data, this study also has significance in proposing a two-step approach that overcomes ‘outlier issue’ in behavioral data by extracting prototype vectors using SOM (Sefl-Organized Map) and applying it to k-means clustering for optimization of the classification. The study is also meaningful in that it categorizes customers using e-commerce services, identifies customer structure based on behavioral data, and provides practical guides to e-commerce communities that execute appropriate services or marketing decisions for each customer group.


Full Text:

PDF

References


Boase, J., and Ling, R., “Measuring mobile phone use: Self-report versus log data,” Journal of Computer-Mediated Communication, Vol. 18, No. 4, pp. 508-519, 2013.

Cheil Worldwide Inc, “Advertising Yearbook 2021,” 2021.

Choi, Y., Park, J., and Lee, H., “Factors affecting smart phone application’s functional composition and repertoires,” Social Science Review, Vol. 46, No. 1, pp. 163-198, 2015.

Ferguson, D. A., and Perse, E. M., “The world wide web as a functional alternative to television,” Journal of Broadcasting & Electronic Media, Vol. 44, No. 22, pp. 155-174, 2000.

Gan, G., and Ng, M. K. P., “K-means clustering with outlier removal,” Pattern Recognition Letters, Vol. 90, pp. 8-14, 2017.

Han, S. P., Park, S., and Oh, W, “Mobile app analytics: A multiple discrete-continuous choice framework,” MIS Quarterly, Vol. 40, No. 4, pp. 989-1008, 2018.

Ha, S., and Geum, Y., “Categorizing sub-categories of mobile application services using network analysis: A case of healthcare applications,” The Journal of Society for e-Business Studies, Vol. 25, No. 3, pp. 15-40, 2020.

Ha, S., Oh, J., and Lee, B., “The analysis of advertisement effect in smart phone environment: The comparison of users with providers of commercial,” The Journal of Society for e-Business Studies, Vol. 16, No. 4, pp. 221-239, 2011.

Heeter, C., “Program selection with abundance of choice: A process model,” Human Communication Research, Vol. 12, pp. 126-152, 1985.

Hu, M., and Lee, Y., “Reproducibility assessment of k-means clustering and applications,” The Korean Journal of Applied Statistics, Vol. 17, No. 1, pp. 135-144, 2004.

Jung, J., Kim, Y., and Chan-Olmsted, S., “Measuring usage concentration of smartphone applications: Selective repertoire in a marketplace of choices,” Mobile Media & Communication, Vol. 2, No. 3, pp. 352-368, 2014.

Kang, N., Lee, J., and Lee, H., “Classifying media repertoires groups using k-mean cluster analysis method,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 22 No. 2, pp. 7-46, 2008.

Kim, E., Ha, Y., and Park, W., “A study on media repertoire and lifestyle,” The Korean Journal of Advertising and Public Relations, Vol. 11, No. 1, pp. 61-95, 2009.

Kim, S., and Kim, J., “A new cluster validity index based on connectivity in self-organizing map,” The Korean Journal of Applied Statistics, Vol. 33, No. 5, pp. 591-601, 2020.

Kim, Y., Choi, Y., Kim, S., Park, K., and Park, J., “A study on method for user gender prediction using multi-modal smart device log data,” The Journal of Society for e-Business Studies, Vol. 21, No. 1, pp. 147-163, 2016.

Neuendorf, K. A., Atkin, D. J., and Jeffres, L. W., “Reconceptualizing channel repertoire in the urban cable environment,” Journal of Broadcasting & Electronic Media, Vol. 45, No. 3, pp. 464-482, 2010.

Ørmen, J., and Thorhauge, A. M., “Smartphone log data in a qualitative perspective,” Mobile Media & Communication, Vol. 3, No. 3, pp. 335-350, 2015.

Shim, M., “A study on media repertoire,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 21, No. 2, pp. 351-390, 2007.

Van Rees, K., and Van Eijck, K., “Media repertoires of selective audiences: The impact of status, gender, and age on media use,” Poetics, Vol. 31, No. 5-6, pp. 465-490, 2003.

Vesanto, J., and Alhoniemi, E., “Clustering of the self-organizing map,” IEEE Transactions on Newral Networks and Learning Systems, Vol. 11, pp. 586-600, 2000.

Webster, J. G., and Lin, S. F., “The internet audience: Web use as mass behavior,” Journal of Broadcasting & Electronic Media, Vol. 46, No. 1, pp. 1-12, 2002.


Refbacks

  • There are currently no refbacks.