Classifying a user into a user group is described, including: obtaining action record information associated with a user with respect to a plurality of information categories; determining a preference value for at least one of the plurality of information categories based at least in part on the action record information; determining a demand preference dispersion value for the user based at least in part on the preference value, wherein the demand preference dispersion value represents a degree to which the user has dispersed interest across the plurality of information categories; and determining whether the user is to be associated with a demand-focused user group based at least in part on the demand preference dispersion value.