The invention relates to a
data processing technology, and discloses an information pushing method, which comprises the following steps of: obtaining an information browsing trace
data set of a user, and judging whether the user is an active user or not; if the user is an active user, classifying
information data subsets in the information browsing trace
data set, calculating preference degrees of the user for different types of
information data in the
information data subsets, generating a first information recommendation
list according to the preference degrees, and pushing information in the first information recommendation
list to the user; and if the user is an inactive user, obtaining a similar user set according to the information data subset in the information browsing trace
data set, generating a second information recommendation
list according to the information
score of the similar user set to the information set to be recommended, and pushing information in the second information recommendation list to the user. In addition, the invention also relates to a
blockchain technology, and the information browsing trace data set can be stored in the
blockchain node. According to the invention, the information pushing efficiency can be improved, and personalized information pushing is carried out.