Association rule mining method for the identification of internet use

Abstract

Internet penetration in the majority of Indonesian cities has exponentially increased, as seen from the increasing number of internet users in schools, businesses and society in general. The purpose of internet use varies to include searching for information, sending emails, chatting, entertainment, as well as buying and selling goods/services, among other reasons. However, it is compelling to note that one of the factors affecting internet use is gender. Hence, this research aims to reveal the different patterns in internet use by considering gender differences. The data comes from the National Social Economic Survey conducted in the East Java Province, and association rule is used for the data mining method. The results from examining one itemset show that both male and female genders mostly use the internet to access social media. However, the outcomes are different for other itemsets. The results from analysing two itemsets based on male and female groups reveal that both genders use the internet for financial services and news. The use of association rule mining to examine three itemsets demonstrates that most male users simultaneously access emails, financial services and news. Meanwhile, most female users access financial services, goods/services and news.