An incrase of 150%
Why expectations for 'right now' are on the rise?
People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly.
We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises.
This ability to get things done in the moment is paired with the fact that brands are getting better at delivering.
The Rise of Open Now.
When we look at some of the rising “open now” searches, we see that they represent both impromptu decisions (“I have some spare time to get my nails done”) and emergency situations (“I just cut my finger and need a doctor, stat!”).
People are searching at the exact moment they need something and are looking for places that can meet their immediate need. In other words, when making these on-the-spot decisions.People expect to get products and services immediatelyIn some ways, we have all come to expect instant information. But expecting the actual product or service right away? That’s the new normal.
People are increasingly making last-minute plans.
Travel-related searches for “tonight” and “today” have grown over 150% on mobile.
People are regularly searching for “flights today” or “hotels tonight”
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