Abstract | ||
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The long tail of consumer demand is consistent with two fundamentally different theories. The first, and more popular hypothesis,
is that a majority of consumers have similar tastes and only few have any interest in niche content; the second, is that everyone
is a bit eccentric, consuming both popular and niche products. By examining extensive data on user preferences for movies,
music, web search, and web browsing, we found overwhelming support for the latter theory. Our investigation suggests an additional
factor in the success of “infinite-inventory” retailers such as Netflix and Amazon: besides the significant revenue obtained from tail sales, tail availability may boost head sales by offering consumers the
convenience of “one-stop shopping” for both their mainstream and niche interests.
However, the observed taste eccentricity is much less than what is predicted by a fully random model whereby every consumer
makes his product choices independent of each other and proportional to the product popularity. Hence, it appears consumers
have a small a-priori propensity towards the popular or the exotic, but constructing a good model that agrees with the observed
data as well as characterizing “eccentricity” are still open questions that we will discuss in some detail.
This talk is largely based on joint work with Sharad Goel, Evgeniy Gabrilovich, and Bo Pang: “Anatomy of the long tail: Ordinary
people with extraordinary tastes”, WSDM 2010.
|
Year | DOI | Venue |
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2010 | 10.1007/978-3-642-18009-5_1 | ALGORITHMS AND MODELS FOR THE WEB GRAPH |
Keywords | Field | DocType |
long tail,web browsing | Revenue,Discrete mathematics,World Wide Web,Advertising,Computer science,Web navigation,Long tail,Mainstream | Conference |
Volume | ISSN | Citations |
6516 | 0302-9743 | 0 |
PageRank | References | Authors |
0.34 | 0 | 1 |
Name | Order | Citations | PageRank |
---|---|---|---|
Andrei Broder | 1 | 7357 | 920.20 |