The well-advised consumer
People are turning to their phones across a wide range of topics. They research anything they want—from home-loans to toothbrushes—no matter the category or price.
The “right here” consumer
People now expect relevance even as they’re giving marketers less information. When searching, they're explicitly sharing less about where they are, while maintaining the same high expectations for local relevance.
The “right now” consumer
People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly.