An electronic apparatus comprising: a communicator configured to communicate with a plurality of external apparatuses, wherein each of the plurality of external apparatuses is used by a different user and each of the different users has a plurality of user characteristics, and wherein characteristic data regarding the plurality of user characteristics includes a plurality of unit items regarding a preset plurality of behaviors of the user and an item value which indicates whether the user conducts the behavior; and a processor configured to: obtain throughout the communicator the characteristic data regarding the plurality of user characteristics of each of the external apparatuses; classify the plurality of external apparatuses into a plurality of groups, whose user characteristics are similar, based on the obtained characteristic data; based on an external apparatus being designated, select a group including the designated external apparatus among the plurality of groups; obtain similarity of the user characteristic between the designated external apparatus and remaining external apparatuses included in the selected group, wherein the similarity is calculated by comparing the item values for each of the plurality of unit items at a preset plurality of bit positions between designated external apparatus and each of the remaining external apparatuses with each other and obtain a number of bits indicating a same value, select one or more external apparatuses whose the similarity are higher than a threshold, among the remaining external apparatuses included in the selected group, and provide a service corresponding to the specific user characteristic of the designated external apparatus to the designated external apparatus and the selected one or more external apparatuses. a communicator configured to communicate with a plurality of external apparatuses, wherein each of the plurality of external apparatuses is used by a different user and each of the different users has a plurality of user characteristics, and wherein characteristic data regarding the plurality of user characteristics includes a plurality of unit items regarding a preset plurality of behaviors of the user and an item value which indicates whether the user conducts the behavior; and a processor configured to: obtain throughout the communicator the characteristic data regarding the plurality of user characteristics of each of the external apparatuses; classify the plurality of external apparatuses into a plurality of groups, whose user characteristics are similar, based on the obtained characteristic data; based on an external apparatus being designated, select a group including the designated external apparatus among the plurality of groups; obtain similarity of the user characteristic between the designated external apparatus and remaining external apparatuses included in the selected group, wherein the similarity is calculated by comparing the item values for each of the plurality of unit items at a preset plurality of bit positions between designated external apparatus and each of the remaining external apparatuses with each other and obtain a number of bits indicating a same value, select one or more external apparatuses whose the similarity are higher than a threshold, among the remaining external apparatuses included in the selected group, and provide a service corresponding to the specific user characteristic of the designated external apparatus to the designated external apparatus and the selected one or more external apparatuses. obtain throughout the communicator the characteristic data regarding the plurality of user characteristics of each of the external apparatuses; classify the plurality of external apparatuses into a plurality of groups, whose user characteristics are similar, based on the obtained characteristic data; based on an external apparatus being designated, select a group including the designated external apparatus among the plurality of groups; obtain similarity of the user characteristic between the designated external apparatus and remaining external apparatuses included in the selected group, wherein the similarity is calculated by comparing the item values for each of the plurality of unit items at a preset plurality of bit positions between designated external apparatus and each of the remaining external apparatuses with each other and obtain a number of bits indicating a same value, select one or more external apparatuses whose the similarity are higher than a threshold, among the remaining external apparatuses included in the selected group, and provide a service corresponding to the specific user characteristic of the designated external apparatus to the designated external apparatus and the selected one or more external apparatuses.