Millennials lead the quest for mobile-enabled, just-in-time information
The consumer demand for instant information underscores the importance of mobile search for marketers. No longer do consumers wait until they are back at a home computer to make plans, buy products and connect with friends—instead, consumers are reaching for their smartphones to take action right in the moment. According to a study conducted between March and April 2012 by The Pew Research Center’s Internet & American Life Project, smartphone and mobile device-connected consumers are falling under a new “culture of real-time information seekers and problem solvers.”