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!
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