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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.
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 SiegfriedSee all Editorial Reviews
Great book by Bill Tancer! Great insights into digital marketing. He has some entertaining stories, too....makes it more fun to readPublished 2 days ago by Penny D.
Published in 2008, so some of the data is a little outdated now, but a lot of the concepts are still applicable. Read morePublished 3 months ago by Jenny
After I had bought this book I found it in my building's basement laundry room. I felt a little cheated. Read morePublished 11 months ago by Ken ReCorr
Hs to be readen if you are in the area. With THE LONG(ER) TAIL and SPREADABLE MIDIA it almost all you need to know...Published 13 months ago by Oswaldo PEPE
I found this book informative and enjoyable, for multiple reasons.
First, the book did a good job on its overt topic, that of "what people are doing online and why... Read more
This was an enjoyable read. It should be looked at as nothing more than light and interesting take on the new phenomena of the search engine. Read morePublished 14 months ago by Dave
Reading this book some 5 years after it was released (in 2008), much of it now seems obvious (at least to me). Read morePublished 22 months ago by G. Kettles
Overall, Click was interesting in different aspects and made me think what I am communicating on the internet and made me think if I tell the computer more than my closest friends... Read morePublished on July 18, 2013 by Andrew Chin