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Statistical Analysis of User Behavior on the Websites of the Real Estate Market

Student: Garskova Daria

Supervisor: Svetlana Gracheva

Faculty: Faculty of Economic Sciences

Educational Programme: Applied Economics (Master)

Year of Graduation: 2020

In this research, we studied the behavior of users (potential buyers) of large aggregator sites in the real estate market of the Moscow region. The work did not touch on the actual transaction indicators. The purpose of the work was to study what real estate users are looking for on sites and how they interact with this site; whether they find what they were looking for; what can be improved on the site for such users based on individual characteristics; and what factors can have a significant impact on traffic. A review of theoretical studies of user behavior on sites of various topics, as well as current trends in the real estate market of the Moscow region, including in the online environment, was conducted. The original data source contained the history of users' visits to real estate sites, including the parameters they specified in the search filter. There was also information about the technical side of the user request: how long the user spent on the site, and what interface elements they interacted with. The features of the structure of user requests depending on their socio-demographic indicators were studied using the statistical criterion of equal shares of two samples and the Mann-Whitney criterion. According to the results of the study, several characteristic features of requests and behavior on the site for various socio-demographic groups of users were identified. We also investigated what factors have a significant impact on the user's probability of finding an offer of interest using the Logit model. It was also demonstrated that various external market factors can have a significant impact on site traffic using the SARIMA model. In conclusion, General recommendations were given to aggregator sites related to a personalized approach to building a user interaction strategy with the site.

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