Click: What Millions Of People Are Doing Online And Why It Matters

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Click: What Millions Of People Are Doing Online And Why It Matters

by Bill Tancer

Hachette Books | September 2, 2008 | Hardcover

Click: What Millions Of People Are Doing Online And Why It Matters is rated 3 out of 5 by 3.
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.

Format: Hardcover

Dimensions: 240 pages, 9.62 × 6.5 × 0.75 in

Published: September 2, 2008

Publisher: Hachette Books

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1401323049

ISBN - 13: 9781401323042

Found in: Consumer Behaviour

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Reviews

Rated 4 out of 5 by from A great read for researchers A very interesting read that shows our only real way to get inside the heads of millions of Americans. This book provides many fascinating case studies and insights to what our population is really thinking about when we think nobody is watching.
Date published: 2009-04-23
Rated 1 out of 5 by from Alt Delete Click's book jacket starts with a compelling endorsement, "Bill Tancer is the king of measuring online research. And online research is the Main Street of the new world. Which makes Bill Tancer king of the world or something like that." - Stephen J Dubner, co-author, Freakonomics Who is this King of the World? Bill Tancer is general manager of global research for Hitwise, the online search/competitive intelligence company. Drawing from the privileged perch of his database, he gives readers a glimpse into the aggregated online behavior of 10 Million American households. "Click - What millions of people are doing online and why it matters. Unexpected insights for business and life." is his first book. Tancer seeks to illustrate how the internet is becoming a more pervasive mirror of society and how our collective behavior in cyberspace can be used to understand and even presage our future actions. Part 1 of the book delves into the darker side of the internet and (American) habits revolving around porn, pills, casinos and celebrity. From there it skips over into search and My Space/social media. Part 2 seeks to explore some attempts to use the data to predict (short-term) outcomes (Dancing with Stars - missed, Residential home sales - missed, American Idol Taylor Hicks - success, Unemployment claims - success) based on keyword popularity. I did not walk away as a fan of this book for two key reasons: 1. The content/insights seem to be gleaned for general public consumption - I found little new knowledge for marketers. For example, Tancer seems to make a lot of noise about the linkage between mass media and the direct response/impact on subsequent web searches. 2. There is a lack of theoretical or experiential underpinnings from which readers might learn to draw extrapolations. For example, the author brings forth the story of the Arctic Monkey's word of mouth success in the social media/MySpace. His 'popular' examination of the subject matter is limited to innovation diffusion as put forward by Gladwell. He suggests that future tipping points can be charted/predicted by looking at the intersection of web searches and social media buzz, yet armed with access to the data, he fails to put forth any formal substantiation. In his defense however, Tancer does go into a little more detail about his attempts to make predictions - but pinning down a key learning is frustrating - unless one finds satisfaction with the Stacey Keibler Correlation Coefficient (pg 161)- refining gross search term results to exclude non-relevant entries. Tancer charts things but offers little insight. Overall, I would rate this book a 2.5 out of 10. Review as originally posted in http://www.onedegree.ca/2008/11/click-miros-rev.html
Date published: 2008-11-26
Rated 4 out of 5 by from Interesting look at online behavior “Click” follows in the tradition of Malcolm Gladwell and the “Freakonomics” duo, by analyzing modern-day trends and extracting meaning behind society’s behavior through the use of data and statistics. There a number of different topics discussed including politics, entertainment, and consumer behavior. What makes “Click” unique is that all of Tancer’s findings are based upon search engine data and all his conclusions are drawn from drawn from how Americans spend their time on the internet. My goal in reading “Click” was to learn more about online behavior and to see a different view of the internet’s role in our society. In that respect, I can say that I’m satisfied with the book. I was introduced to some unique information and learned some interesting facts. The downside is that because Tancer covers a lot of ground, he also chooses to focus on very specific examples and doesn’t always provide enough of the bigger picture. I also didn’t feel that there was sufficient cohesion among the different chapters, which I would have liked. What I really appreciated about the book was Tancer’s “love of data” and passion for numbers. His anecdotes about the conferences he has attended and his ability to produce data charts in no time were pretty humorous. I only wish there would have been more content on his personal experiences with his research and less on publicizing the company he works for and what they do. Overall I enjoyed “Click” and would recommend it for anyone who is curious about how online data can teach us about our society as a whole and in some cases why it fails to lead to accurate conclusions. Bill Tancer certainly convinced me that “we are what we click”! http://bookopolis.blogspot.com
Date published: 2008-11-25

– More About This Product –

Click: What Millions Of People Are Doing Online And Why It Matters

Click: What Millions Of People Are Doing Online And Why It Matters

by Bill Tancer

Format: Hardcover

Dimensions: 240 pages, 9.62 × 6.5 × 0.75 in

Published: September 2, 2008

Publisher: Hachette Books

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1401323049

ISBN - 13: 9781401323042

From the Publisher

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.

About the Author

Bill Tancer is the General Manager of Global Research at Hitwise, an online competitive intelligence company. In addition to his weekly column, "The Science of Search," on Time.com, he has been interviewed and quoted widely in the press, including the Wall Street Journal, the New York Times, USA Today, Business Week, Forbes Online and CNN Money. He has also appeared on NPR, MSNBC, Dow Jones Market Watch, CNBC, CNN Radio and CBS Radio.