基于移动终端日志的微信老年用户使用行为画像研究

Purpose/significance] As China gradually enters an aging society, a large number of elderly people use mobile social networks to enrich their lives. According to the survey data, WeChat has the largest number of elderly users. The construction of WeChat portraits of elderly users is of great significance to promote the elderly to improve their social ability in the era of mobile Internet and improve their life happiness.[Method/process] In this study, the log data of WeChat elderly users were obtained through the mobile terminal log tracking software. The ability data of elderly users were obtained through the arrangement of experimental contents. After clustering the data results using the k-means algorithm, the data related to the attributes and usage behaviors of elderly users are discussed and analyzed.[Result/conclusion] Based on the clustering results of use behavior data in the portrait system of elderly users, we can conduct an in-depth analysis of the behavior characteristics of WeChat elderly users. We found that WeChat elderly users had lower use intensity, interaction intensity and use ability compared with other user groups. Moreover, WeChat elderly users have significant differences. The more educated the elderly users are, the higher their use ability, interaction intensity and use intensity are. It is of theoretical and practical significance to formulate relevant social guidance policies for the elderly in the development of China's aging society.