The Click Derbies: Strong Runners Take the Lead
December 12, 2023
This essay is the work of a dumb dinobaby. No smart software required.
Two unrelated reports about user behavior strike me as important.
The first is data from Pew Research about teens and social media. Are the data “new”? The phrase about “almost constant” usage is like the decision regarding Google as a monopoly. Obvious behavior is difficult to overlook.
“Teens, Social Media and Technology” reports some allegedly accurate data I find suggestive; for example:
- 90 percent of teenagers use YouTube. There are no data about what the teens watch; for example transparent clothing, how to be healthy, or videos about 19th century philosophers
- TikTok reaches 70 percent of teens in the 15 to 17 year old demographic. These are tomorrow’s leaders in business, technology, and medical research who will have fine tuned their attention spans to the world of short, jazzy video
- Facebook’s share of teens is now in the 30 percent range and the “improved” Twitter are apparently losing some of their magnetic appeal.
The surprising factoids concern the 20 percent of the teens in the sample who use TikTok and YouTube “almost constantly.” The share of teens who say they are online with social media almost constantly has almost doubled in the last seven years. How much time remains to do homework? That question is not answered, but test scores suggest, “Not too much” for some teens.
A young and sprightly Temu is making the older runners look like losers. Thanks, MSFT Copilot. Good enough again.
The research report states:
Larger shares of Black and Hispanic teens report being on YouTube, Instagram and TikTok almost constantly, compared with a smaller share of White teens who say the same. Hispanic teens stand out in TikTok and Snapchat use. For instance, 32% of Hispanic teens say they are on TikTok almost constantly, compared with 20% of Black teens and 10% of White teens.
Social media and social media access are essentially unregulated by parents, educational institutions, and the government. Allowing teens to immerse themselves in streams of digital content may have some short term and long term downsides. Perhaps it is too late to reverse the corrosive effects of these information streams? I don’t want to be a Negative Ned, so I will say, “Of course not.”
The second report is about Temu, which allegedly has some connections to the Middle Kingdom. “Shoppers Spend Almost Twice as Long on Temu App Than Key Rivals” contains data which may or may not be spot on. Nevertheless, let’s look at what the article reports from an outfit called Apptopia:
On average, users spent 18 minutes per day on the Temu app in the second quarter, compared with 10 minutes for Amazon and 11 minutes for Alibaba Group Holding Ltd.’s AliExpress, based on Apptopia’s device-level analysis. Among younger users, the time spent on Temu was 19 minutes, it said.
Let’s assume that the data characterize one behavior: Those in the sample spend more time on the Temu app than on the Amazon service. I want to point out that comparing app usage to the undefined “Amazon” is an issue. Nevertheless, one question pops up: “Amazon, what’s causing users to spend less time on your service?” Maybe Amazon has a better interface so a person can find a product more quickly. Maybe Amazon’s crazy quilt of prices turn people off? Maybe the magical “price changes” cause individuals like me to report that bait-and-witch methods are possibly in use? Maybe people see an Amazon price for something manufactured somewhere far from Toledo, and think, “I will look elsewhere, get a better price, and ignore Toledo (a charming city).
The article points to a different reason; to wit:
The addictive app is core to the strategy. It allows users to play games to win rewards, including spinning a roulette-like wheel to win a coupon — which goes up in value if you buy something within 10 minutes. The Temu app is available in more than 40 countries, though none have taken to it like customers in the US, where it’s Apple Inc.’s top app most days this year and sales have well and truly surpassed bargain-shopping giant Shein.
I interpret this to mean: Amazon is behind the times, overly bureaucratic, reacting to AI by trying to support every AI solution, and worrying about its regulator friends in Washington and Brussels.
Net net: On one hand we have an ideal conduit to deliver weaponized information to young people. On the other, we have once-nimble US companies watching Temu score goals.
Stephen E Arnold, December 12, 2023
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
