2026-07-072026-07-07http://salesiana.dossiersoluciones.com/handle/123456789/131173This paper makes three contributions: (1) the paper provides a better understanding of online behavior by showing the main drivers of Internet portal choice, (2) the rich data allow for a deeper understanding of brand substitution patterns than previously possible and (3) the paper introduces a wider statistics community to a new data opportunity and a recently developed method.Published at http://dx.doi.org/10.1214/088342306000000150 in the Statistical Science (http://www.imstat.org/sts/) by the Institute of Mathematical Statistics (http://www.imstat.org)Statistics Theorytext