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Click: What Millions of People Are Doing Online and Why It Matters | Bill Tancer
Hyperion, Hardcover, Published September 2008, 240 pages, ISBN 1401323049 | List Price: $25.95
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What time of year do teenage girls search for prom dresses online? How does
the quick adoption of technology affect business success (and how is that related
to corn farmers in Iowa)? How do time and money affect the gender of visitors
to online dating sites? And how is the Internet itself affecting the way we
experience the world?
In Click, Bill Tancer takes us behind the scenes into the massive database
of online intelligence to reveal the naked truth about how we use the Web, navigate
to sites, and search for information—and what all of that says about who
we are. As online directories replace the yellow pages, search engines replace
traditional research, and news sites replace newsprint, we are in an age in
which we’ve come to rely tremendously on the Internet—leaving behind
a trail of information about ourselves as a culture and the direction in which
we are headed.
With surprising and practical insight, Tancer demonstrates how the Internet
is changing the way we absorb information and how understanding that change
can be used to our advantage in business and in life. Click analyzes the new
generation of consumerism in a way no other book has before, showing how we
use the Internet, and how those trends provide a wealth of market research nearly
as vast as the Internet itself. Understanding how we change is integral to our
success. After all, we are what we click.
Reviews
"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."
--Publishers Weekly
About the Author
Bill Tancer was named one of the twelve people to watch by TVWeek. As the general
manager of Global Research at Hitwise, an online competitive intelligence company,
he has access to the best data regarding Internet usage and the tools with which
to properly analyze it. In addition to his weekly column, “The Science of Search,”
on Time.com, he has been interviewed and quoted widely in the press and on television
and radio. He lives in San Francisco.
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