Title :
Research of users´ viewing habits based on clustering method
Author :
Xi Jiang ; Yan Wang ; Jianping Chai
Author_Institution :
Commun. Univ. of China, Beijing, China
Abstract :
With the development of value-added services in cable digital TV, user behavior analysis has important practical significance in improving stickiness and implementation of personalized marketing. Based on real viewing data collected by software in set-top box, this paper adopts clustering method to analyze viewing habit in a particular region of Shanxi Province. The results show that the prime time in this region is from 7PM to 11PM, and the difference between overall user viewing on workday and weekend is not significant. Users´ favorite viewing hour is from 9PM to 10PM and users who watch TV longer and more frequently are more accustomed to watching TV in prime time.
Keywords :
cable television; digital television; marketing data processing; pattern clustering; Shanxi Province; cable digital TV; clustering method; personalized marketing; set-top box; user behavior analysis; user viewing habits; value-added services; viewing habit analysis; Computational modeling; Conferences; Histograms; Indexes; TV; Cluster analysis; TV viewing habits; User behavior analysis;
Conference_Titel :
Cloud Computing and Intelligence Systems (CCIS), 2014 IEEE 3rd International Conference on
Print_ISBN :
978-1-4799-4720-1
DOI :
10.1109/CCIS.2014.7175754
