With the new age constantly wanting information for where to go next at their fingertips Palaroo decided to give them that and more. I-want-to-go moments are exactly where Palaroo fits in.
We live in a world where the notion of ambiguity has become a punchline. Turning to our smartphones when we need something—a forgotten word, a better price, a movie time—has become a reflex. We want things right, and we want things right away. As a result, the consumer journey looks markedly different than it did only five years ago. Instead of a few moments of truth, it’s a series of “micro-moments” when we turn to mobile to act on a need.
If you’ve ever used your smartphone in line at a store, on the couch watching TV, or under the table at a meeting (admit it), you know this impulse. I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want-to-buy moments happen all the time. To see how widespread they are, we analyzed Google data and conducted online surveys, exploring the behavior from a number of angles. Here, we focus on I-want-to-go moments—searches specific to location when we are trying to find something nearby.
“Near me” searches are on the rise
Finding a product or service nearby used to require a combination of the Yellow Pages, a paper map, and a telephone—not the most convenient solution. Thanks to the powerful devices in our pockets, we can quickly and easily find things around us. And we are, in massive numbers.
Words like “near me,” “closest,” and “nearby” are increasingly common across the billions of queries on Google every month. More and more, people are looking for things in their vicinity—be it a gym or a mall, a plumber, or a cup of coffee. Google search interest in “near me” has increased 34X since 20111 and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014.2
“Consumers have never been more informed because that information lies in the phone in their pocket, in their purse, or on their body,” says Annie Zipfel, senior vice president of marketing at REI……READ MORE