RESEARCH PROJECT AT YAHOO: EXPLORING EMAIL SUBSCRIPTIONS
Year: 2019 | Yahoo / Verizon Media | Mentor: Frank Bentley | Skill: Quantitative Analysis (LME, Cluster Analysis)
Consumer email use has changed rapidly from a person-to-person communication tool to a B2C communication platform on which businesses send deals, coupons, updates, or receipts to consumers. However, to our knowledge, there is no large-scale study on the types of content users subscribe to in their personal email accounts. To explore this topic, we conducted an in-depth quantitative analysis of the subscription data from 50,800 Yahoo Mail users who have at least one subscription.
Specifically, we explore the number of subscriptions that people have, gender and age effects on users' subscription behavior, the categories of email subscriptions that users have, the relationship between categories, and user clusters based on what they subscribe to.
We are preparing a manuscript for CHI 2020. More details will be shared after the paper is published.