Beyond the Click: A First Look at the Role of a Microblogging Platform in the Web Ecosystem

As the largest microblogging service in China, Sina Weibo, is associated with a huge amount of traffic to and from other major websites. Thanks to a massive set of anonymized data from a major operator covering a large-scale metropolitan area, we extract the click-based transitions between Weibo and other websites. Such transitions have not been looked into in most studies that rely on the visible hyper-links among websites. Based on this unique dataset, we show that 38% of the outgoing transitions (leaving Weibo) go to video clip services. Comparatively, links related to news and long videos are clicked less but posted more. This indicates that photograph and text-sharing in microblog have been gradually replaced by video clip sharing. Also, ignoring video clip sharing, 53% of the transitions go to five of the largest Chinese websites, showing how closely connected Weibo has become in the Chinese Web ecosystem. We further look at users' click behavior in transitions, and find that through co-clustering there do exist a number of prevalent and distinct behavior patterns, suggesting that only seven co-clusters can capture the click behavior of 192 000 studied users. Overall, our work is the first to unveil the significant role of microblogging platforms in the Web ecosystem. Considering the massive user base of Weibo, our findings can aid the design of more personalized link recommendation in Weibo, thus generating more referral traffic, i.e., user visits, from Weibo to other major websites.