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1、AnatomyoftheLongTail:OrdinaryPeoplewithExtraordinaryTastesSharadGoelz,AndreiBrodery,EvgeniyGabrilovichy,BoPangyzYahoo!Research,111West40thStreet,NewYork,NY10018,USAyYahoo!Research,4301GreatAmericaParkway,SantaClara,CA95054,USA{goel,broder,gabr,bopang}@yahoo-in
2、c.comABSTRACTCategoriesandSubjectDescriptorsThesuccessofinnite-inventory"retailerssuchasAma-J.4[ComputerApplications]:SocialandBehavioralSci-zon.comandNetixhasbeenascribedtoalongtail"phe-encesnomenon.Towit,whilethemajorityoftheirinventoryisnotinhighdemand,in
3、aggregatetheseworstsellers,"unavail-GeneralTermsableatlimited-inventorycompetitors,generateasignicantEconomics,Measurementfractionoftotalrevenue.Thelongtailphenomenon,how-ever,isinprincipleconsistentwithtwofundamentallydier-enttheories.Therst,andmorepopularhy
4、pothesis,isthatKeywordsamajorityofconsumersconsistentlyfollowthecrowdsandLongtail,inniteinventoryonlyaminorityhaveanyinterestinnichecontent;thesec-ondhypothesisisthateveryoneisabiteccentric,consuming1.INTRODUCTIONbothpopularandspecialtyproducts.Basedonexaminin
5、gTheexplosionofelectroniccommercehasopenedthedoorextensivedataonuserpreferencesformovies,music,Webtoso-calledinnite-inventory"retailers,suchasAmazon.com,search,andWebbrowsing,wendoverwhelmingsupportNetix,andtheiTunesMusicStore,whichoeranorderofforthelatterthe
6、ory.However,theobservedeccentricityismagnitudemoreitemsthantheirbrick-and-mortarcounter-muchlessthanwhatispredictedbyafullyrandommodelparts[2].Theresultinglongtailmarkets[1,2]havebeenwherebyeveryconsumermakeshisproductchoicesindepen-foundtoexhibittwonear-unive
7、rsalproperties:(1)thevastdentlyandproportionaltoproductpopularity;soconsumersmajorityofproductsaremisses,"appealingtoonlyarel-doindeedexhibitatleastsomeaprioripropensitytowardativelysmallgroupofpeople;and(2)theseworst-sellers"eitherthepopularortheexotic.inag
8、gregateaccountforasizablefractionoftotalconsump-Ourndingsthussuggestanadditionalfactorinthesuc-tion.Forexample,30%ofAmazon.com'ssalesand25%ofcessofinnite-inventoryretailers,namely,
