Understanding Virtual Users: Connecting Research to Practice Lynn Silipigni Connaway Consulting Research Scientist Clifton Snyder Software Engineer October 16, 2004

Transaction Log Analysis  Unobtrusive  Takes advantage of technology  Macroanalysis – aggregate use data and patterns  Microanalysis – individual search patterns  Incorporate with other data collection methodologies  Identify the behaviors of users of online retrieval systems  Provide data to develop systems and services based on user behavior Online public access systems Web logs Electronic journals Electronic books

What Can Be Learned from Transaction Log Analysis  What is being accessed Subject areas Types of content Publishers of content  Number of accesses Items Screens/pages  Patterns of access When accessed Length of use/activity Movements within the site and the text System and interface design

Limitations of Transaction Log Analysis  Do not know Who are the users Usually cannot associate user demographics with usage patterns Where they get access to the resources How they use resources Why they use resources  Massive amounts of data to manipulate  When systems change, data collected may change  Types of possible analyses dependent upon data collected and stored

netLibrary Site Activity  Unique Users Tues., 2/26/02 = 3,796 Wed., 2/26/03 = 8,789 Thurs., 2/26/04 = 14,350  Total Sessions Tues., 2/26/02 = Not Available Wed., 2/26/03 =10,874 Thurs., 2/26/04 = 15,478

Time Per Session (Minutes) MinimumMaximumMeanMedianTotal Users Total Sessions 2/26/02 Not Available 3,796Not Available 2/26/03 < ,78910,874 2/26/04 < ,35015,478

netLibrary Login Times

Books Viewed Per Account MinimumMaximumMeanMedianTotal Users Total Books Viewed 2/26/ ,7963,268 2/26/ ,7897,543 2/26/ ,35012,291

Unique Pages Viewed Per Book MinimumMaximumMeanMedianTotal Users Total Sessions 2/26/ ,796Not Available 2/26/ ,78910,874 2/26/04 12, ,35015,478

Unique Pages Viewed Per Session MinimumMaximumMeanMedianTotal Users Total Sessions 2/26/02 Not Available 3,796Not Available 2/26/ ,78910,874 2/26/ ,35015,478

2/26/2002 Search Types 27,817 Total Searches

2/26/2003 Search Types 37,136 Total Searches

2/26/2004 Search Types 43,189 Total Searches

2/26/2004 Search Types (No Blanks) 29,558 Total Searches

Search Type Comparison

Data Interpretation  Increase Number of users Number of sessions  Little difference Duration of sessions Books viewed per account Pages viewed per book Pages viewed per session  Peak usage times correlate with time most libraries are open and available  Majority of searches are keyword searches

Search Types, Terms, and Items Viewed  Title  Subject  Keyword (default)  Author  Full Text  Top Viewed Items

Comparison : Top 10 searches ke:"java"ke:"Computer"ke:java ti:"java"pu:"McGraw-Hill Professional"ke:psychology pu:"O_Reilly and Associates"ke:"Mystery"ke:marketing su:"Science Fiction"su:"education"ke:perl ke:"sex"ke:"computers"ke:computer su:"career"da:"2002"ke:sex ke:"music"ke:"sex"ke:sql ke:"cooking"su:"psychology"ke:unix ke:"fiction"su:"science"ke:excel ke:"leadership"ti:"idiot"ke:hispanic AND ke:americans

Current Research  Identify the whys and hows of information-seeking behavior College and university users Online survey Focus group interviews Structured field observations Structured interviews Library and information science professionals Individual interviews and focus group interviews National Advisory Council Local Advisory Council Online Survey OCLC Members Council OCLC Board of Trustees

Questions and Discussion