Naver vs. Google.co.kr For foreigners visiting Korea Zdenek Slegl Michal Kaciuba Jorge Sanchez

Naver  Launched: June 1999  Monthly visitors(2013) : 34,  Market share: 49,75%

Google  Launched: September  Monthly visitors(2013) : 17,  Market share: 36,9%

Google query results

Naver query results

Google incomplete queries

Naver incomplete queries

Google advanced search

Naver advanced search???

Naver in Korean

Target user  Short-time travel (one week)  Non-Korean speaker  Self-organized tourist trips  Separated in two categories  Low cost  Regular cost

Methodology  50+ people to answer questionary  Based on answers -> Set of queries to be evaluated  Java program for getting automatic statistics of search engines

Questionnaire

Responses

Created queries from responses  Dangers of traveling to South Korea  Weather in South Korea  Best sites in South Korea  Low cost;  Cheap accommodation in South Korea  Cheap transportation in South Korea  Eating traditional food in market / Low cost food in South Korea  Regular cost;  Good quality hotels in South Korea  Fastes/comfortable transportation in South Korea  Best traditional restaurants in South Korea  Extreme activities in South Korea

Program calculating results  We took first 100 of results in Google  In Naver we take the first 50 in the first category and the rest from a few others  We manually selected the relevant documents  Program saved the document with results of dice and Jaccard coefficient and cosine similarity  From these data we generated graphs

Java program interface

Formulas Cosine similarity Jaccard’s coefficient Dice’s coefficient

Results

Reciprocal Rank

Pricision

Pseudo Average Precision

Naver – Cheap accommodation

Google - Cheap accommodation

Naver – Best traditional food

Google – Best traditional food

Naver – Best sites

Google – Best sites

Conclusions  Google did better than Naver because  Language  Way of thinking(structured)  Simplicity vs Quantity  If queries are in Korean, Naver would do equally or even better  Not so useful for foreigners  Blogs versus regular web sites

Thank you!