The Demanding Consumer: Expecting tailored experiences

July 2018

When people go online for information, they expect every experience to be tailored just for them. Today, people expect brands to understand their intent.

For marketers, this means meeting these demanding consumers with the right information in the right moment.

Expectations have never been higher. We’ve seen that people increasingly use personal language — such as “me” and “I” — in their searches. Whether they are problem-solving or learning about the world around them, people want the most relevant and personal results in any situation.

Mobile searches for "_____ for me" have grown over 60% in the past two years. 1: What running shoes are best for me? 2: Which dog is right for me? 3: Best haircut for me 4: Which credit card is best for me? Mobile searches for "_____ should I ______" have grown over 65% in the past two years. 1: What ... do today?   2: How often ... wash my hair?  3: How many credit cards ... have?  4: What …. make for dinner? "Do I need" searches desktop SVG “Should I” searches desktop SVG "Can I" searches desktop SVG

And that applies to location too. “Near me” is no longer just about finding a specific place. It’s now about finding a specific thing, in a specific area, and in a specific period of time.

“Near me” searches desktop SVG “__ near me now” searches desktop svg “__ near me today/tonight” searches desktop SVG ‘Open near me now’ searches desktop SVG “Buy” searches Car-related “near me” searches desktop SVG Dress-related “near me” searches desktop SVG