Analyzing risk response dynamics on the web: the case of Hurricane Katrina.
Using a unique data set that documented the hourly web-surfing behavior of over 140,000 Internet users in five southeastern states in August 2005, we explore the dynamics of information gathering as Hurricane Katrina developed and then hit South Florida and the Northern Gulf Coast. Using both elementary statistical methods and advanced techniques from functional data analysis,((1)) we examine both how storm events (such as the posting of warnings) affected traffic to weather-related websites, and how this traffic varied across locations and by characteristics of the web user. A general finding is that spatial-temporal variation in weather-site web traffic generally tracked the timing and scale of the storm threat experienced by a given area. There was, however, considerable variation in this responsiveness. Residents in Florida counties that had been most directly affected by Hurricane Dennis just a month earlier, for example, displayed more active visitation rates than those who had been less affected. We also find evidence of a gender effect where male users displayed a disproportionately larger rate of visitation to weather sites given the onset of storm warnings than females. The implications of this work for the broader study of behavioral risk response dynamics during hazards are explored.
Lee
Ka Lok
KL
Marketing Department, Wharton School of the University of Pennsylvania, Philadelphia, PA 19104, USA. kaloklee@wharton.upenn.edu
Meyer
Robert J
RJ
Bradlow
Eric T
ET