New Media User Behaviour Research Based on Big Data Analysis

With the rapid development of diversified business models and market segments in the era of big data, many industries are facing the dual challenges of high customer acquisition costs and churn rates. How to accurately obtain user behavior data has become a top priority. This article uses big data technology to scientifically analyze the ratings and behavior data of new media users. Through new media user behavior analysis, we can accurately discover user behavior characteristics, optimize users’ personalized experience, and bring better new media business operations—basis for decision-making.