1. A user preference analysis method by a device, the method comprising: displaying content; sensing a user input for navigating content data of the content to select the content data to be displayed, the content data being a fragment of data constituting the content; displaying the content data on a screen of the device in response to the user input; recording content information about the content data currently displayed on the screen by collecting the content information when content navigation from the user input is completed; analyzing a user preference based on the recorded content information; and storing a user preference analysis result for the content data, wherein the content information includes the content data, at least one of text data or image data constituting the content, and a presentation time duration that the content data has been displayed on the screen.