If you told someone from the 90s that they’d be waking up, eating their beans on toast, commuting to work and going about the rest of their day with a supercomputer companion always by their side, they wouldn’t believe you (unless their name was Steve Jobs).
We live in a world where consumers are never more than a foot away from accessing a limitless library of information; from purchasing something, from getting solutions to a problem or from organizing plans.
This ease of access and this ability to instantly gratify needs has led to a significant change in consumer habits.
Back in the days when searching on mobile was awkward or slow and desktop ruled the roost, it was pretty easy to anticipate user sessions. Now, consider how many times you check your phone in a single day.
Whether that’s to check the time, reply to a text, browse through Facebook or take a photo, the vast majority of us are undertaking hundreds of instantaneous, individual actions on our phones every day.
Every one of these moments is driven by user intent. User intent being, well, what the user wants to do. We want something in these moments, and whatever that may be, we want it immediately. When we are faced with a want, a need or a problem, we instinctively turn to our smartphones for an answer.