Ebook Click: What Millions of People Are Doing Online and Why it Matters, by Bill Tancer
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Click: What Millions of People Are Doing Online and Why it Matters, by Bill Tancer
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From Publishers Weekly
Do Americans really spend that much time surfing porn sites? Which demographic visited Anna Nicole Smith's Web site most frequently? Who reads Perez Hilton? More than mere trivia nuggets, the answers to these questions define online behaviors among a varied mix of Internet users. Tancer, who leads global research at Hitwise, an online market research company, guides the reader through the search patterns among 10 million Internet users, challenging myths and making new discoveries about the psychology of consumers, illustrating that clicks speak louder than words and can reveal unspoken truths about individual drives that are not expressed via other forms of media. Everyone from marketing managers who want to know how much power social networking sites wield in the online market to political pollsters trying to decipher the disconnect between exit polls and election results would be advised to heed his research. Witty and invaluable in its insights, this book is destined to become a primer for online marketers and usability experts while shedding new light on the mindset and curiosities of the average Web surfer, i.e., your friends and neighbors. (Sept.) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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From Booklist
Tancer, a search-engine data miner, takes a look at our culture by evaluating the millions of search queries on the Internet. He crunches the numbers to quantify our desires, our fears, our quest for knowledge, and our aspirations. From porn to prom dresses to politics, the content of our search queries reveals much about our private thoughts that we would not reveal to loved ones, friends, or a stranger taking a survey. His lists include the top “fear of†searches; fear of intimacy and fear of rejection were ranked high, while the fear of public speaking, usually sited as number one, came in at number nine. “How to tie a tie†just beat out “how to have sex†in the how-to category, with “how to levitate†clocking in at number six! For businesses, searches can reveal surprising information that dispels assumptions about customer behavior, such as the seasonality of clothing purchases. Tancer brings humor, clarity, and insight to the trends that are revealed by the ways we seek out and consume information on the Internet. --David Siegfried
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Product details
Hardcover: 240 pages
Publisher: Hyperion; 1st edition (September 2, 2008)
Language: English
ISBN-10: 1401323049
ISBN-13: 978-1401323042
Product Dimensions:
6.1 x 9.2 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
3.8 out of 5 stars
67 customer reviews
Amazon Best Sellers Rank:
#876,859 in Books (See Top 100 in Books)
As a member of the generation that became dependent on the Internet in their teenage years, I am very interested in the psychology of Internet use and seeing how it has changed human behavior. Bill Tancer, the author of this book and a researcher at Hitwise, examines these topics in this book. I must admit I am a person that is comfortable with data, a topic that is discussed intermittently throughout this book. The reason I make this admission is that I think analytically. However, to read this book, you don't need to love data. Bill brings this book to life with anecdotes and a little storytelling flair. It is a compelling read and I would recommend it to anyone who is interested in learning about the psychology of Internet use.From his account in the book, it seems like Bill basically wanders through life from conference to conference, encountering oddities in Hitwise's vast collection of data. Through intuition and observations from the real world, he brings his analytical mind to bear and puzzles out why people are using the Internet in the ways that they are. Bill discusses many patterns in Click, including traffic trends to pornography websites (Sunday is the least popular day), the unusual traffic to prom dress retailers in January, and the many ways people use search engines. Through these stories you will learn how the Internet is actually many things: an advisor we trust to tell us how to tie a tie or explain why we've been dumped; a vast web of social connections dominated by a few attention-starved maniacs; a place we research fashion and make purchase decisions; and a place we can confide our secrets to.This book is a unique and interesting take on the Internet. It is a quick and compelling read which will take you through the mind of Internet consumer by exploring patterns that only could be recognized by taking a step back and mining a treasure trove of data. It definitely has a place in my library and should be immediately purchased by any self-respecting marketer, psychologist, or blogger. But the book's appeal is really in how accessible it is - you don't have to be a geek to "get it." My only problem with the book was that it ended so quickly, it left me wanting more!
As a Manager at HitWise looking at user data on Search Engines, Bill Tancer has a very powerful and interesting job...studying and analyzing what people are doing on the Internet.Some of what Bill has to say is indeed interesting and will surprise many of us. Like Celebrity gossip attracts more eyeballs that almost any other news or event. Wow !But that also brings me to my main gripe about this book. I feel the author has wasted his book on meaningless analysis of data. If the data had been more intelligently analyzed, and written from a reader's perspective that how can I learn and benefit from this data, it would be a much better book. Its like having backstage passes to the biggest show in the world, and talking about Paris Hilton. Meh !!!
Who would know that people are more depressed during Thanksgiving than in January? Well data and search results will tell you that. We are what Google or our search results say we are. So how do we leverage these results and use them to our advantage without making it seem that we know these things. Click and Tancer will tell you how.
I expected this book to be dry, boring and full of data/stats. Surprisingly, this book was an easy read. I actually read the book in one sitting! The drawbacks were the author's constant patting-himself-on-the-back. (And we thought Steve Jobs had an ego!) If you can get over the hyper-inflated self-analysis of Bill Tancer, the book is an interesting read, but one you might find more helpful to pick up at the library. Now that I've read it I'll either garage sale it or Goodwill it. If you think you'll pick up the book to get an idea about detailed insights into click behavior...think again. You'll need to pay the hefty $1000+ price tag from Hitwise to get the real scoop. This book is really more of a snapshot into Tancer's daily routine (e.g. the droning illustration of the prom dress saga), and a subliminal sales pitch of why Hitwise should be part of any online marketing strategy. One interesting item to note from the entire book was that watching search behavior often tells a story that can be critical to a marketing campaign. It isn't so much the words which are used, rather the timing when the words go into effect. (Again, the droning prom dress story is a perfect example of how marketers are missing the sales window by assuming that sales for prom attire is in March-May rather than in Jan.) Interesting read, but not one that I feel the yearning urge to keep in my personal library!
The concept of the book is good. It is a good read I guess. Besides him pitching for his company every chance he gets. I'd still read it but you are going to be left hanging on HOW to get the information. You will UNDERSTAND it but now know how to GET IT. If you want to GET IT you need to hire his company. That is the sales pitch.Good for understanding what is out there though.
The best thing I can say about Click is that it was a quick read requiring little thought. (I was sick when I decided to open it up.)I had seen Tancer on TV and thought that the insights he gleans could result in a compelling book. However, despite being only 200 pages long, there simply isn't enough compelling content. This would have been better as a long or multi-part magazine article.
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