Clickstream Data Analysis for User Behavior in Tata Neu Mobile App

作者：A. N. V. · 发表于：International Journal of Innovative Science and Research Technology · 年份：2025 · DOI：10.38124/ijisrt/25nov436

This study is aimed at analyzing user behavior in the Tata Neu mobile app, using data from click streams to discover navigation, interaction, and dropping behavior patterns. In today's digital scenario, it is very important to understand how users navigate through mobile apps in order to contribute towards improving usability, enhancing customer experience, and driving business growth. The super app Tata Neu is developed by Tata Group and has several services combined, like fashion, electronics, grocery, finance, travel, and rewards (NeuCoins). However, activity appears to be varied across the different aspects. The knowledge of actual behavior and area friction is quite limited. Purposively sampled for 50 users, past, or present, of Tata Neu, a quantitative approach was used in the study. The data was collected in structured questionnaires and analyzed using Microsoft Power BI for visualizations. In important areas of concentration in the research were demographic trends, navigation behaviors, reasons for dropping off, purchase paths, and efficacy of NeuCoin rewards scheme. The results indicate that the core user demographic of the app is young (18–25 years old) and male (82%). Fashion and Electronics were the most accessed categories, with Finance and Grocery falling behind in terms of activity. Navigation was generally rated as "good," but not outstanding, indicating room for enhancement. Almost half of the users abandoned the app without conducting meaningful activity, gi...