Urman, Aleksandra; Makhortykh, Mykola (28 May 2022). You Are How (and Where) You Search? Comparative Analysis of Web Search Behaviour Using Web Tracking Data (Unpublished). In: 72nd Annual ICA Conference - "One world, one network?!". Paris, France. 26.05.-30.05.2022.
Full text not available from this repository. (Request a copy)We conduct a comparative analysis of desktop web search behaviour of users from Germany (n=558) and Switzerland (n=563) based on a combination of web tracking and survey data. We find that web search accounts for 13\% of all desktop browsing, with the share being higher in Switzerland than in Germany. In over 50% of cases, users clicked on the first search result, with over 97% of all clicks being made on the first page of search outputs. Most users rely on Google when conducting searches, and users’ preferences for other engines are related to their demographics. We also test relationships between user demographics and the daily number of searches, the average share of search activities in one’s general browsing behaviour as well as the tendency to click on higher- or lower-ranked results. We find differences in such relationships between the two countries highlighting the importance of comparative research in this domain. Further, we observe differences in the temporal patterns of web search use between women and men, marking the necessity of disaggregating data by gender in observational studies regarding online information behaviour.
Item Type: |
Conference or Workshop Item (Paper) |
|---|---|
Division/Institute: |
03 Faculty of Business, Economics and Social Sciences > Social Sciences > Institute of Communication and Media Studies (ICMB) |
UniBE Contributor: |
Urman, Aleksandra, Makhortykh, Mykola |
Subjects: |
000 Computer science, knowledge & systems 300 Social sciences, sociology & anthropology |
Language: |
English |
Submitter: |
Mykola Makhortykh |
Date Deposited: |
22 Jun 2022 15:45 |
Last Modified: |
05 Dec 2022 16:20 |
Uncontrolled Keywords: |
web search, information behavior, Switzerland, Germany, web tracking |
URI: |
https://boris.unibe.ch/id/eprint/170660 |
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