Consumers Use Search To Optimize Their Lives.
Consumers use search to optimize their lives. It lets them feel more confident and less anxious.
Google looks for search trends that help us understand what people are doing and why they’re doing it. Google defined three reasons why people are so intent to know before they go.
#1. It helps them get excited
For curious consumers, getting excited often means getting a preview of what’s to come. In the months, days, or moments leading up to an experience, many are looking for a sneak peek.
For example, when planning a dinner out, people search for the “best thing to eat at a restaurant” or to find a “restaurant with good desserts.” Or when planning a vacation, they want to find and understand the experience before they take part in it themselves, searching for “things to do in …” or “reviews of …”
In other words, the research process becomes part of the experience itself, helping to build anticipation before they even set foot out the door.
The time and money people have to dedicate to enjoying themselves is rare and precious. They want to get the most out of a trip, whether it’s to a local cafe, the ballpark, or halfway around the world. Working out the details in advance—prices, maps, schedules—reduces anxiety and allows people more time to enjoy themselves once they arrive.
Mobile searches for “wait times” grow over 120% in the last two years.1 Whether they’re going to Six Flags or the DMV, people want to know what they’re getting into.
People try to work out costs or save money ahead of time. People are looking for information related to what they’ll be spending, from “How much is the dollar in ….” to “Do you tip in Italy,” so they avoid any big surprises.
#3. It helps them create the best experience
Ultimately, all this research is meant to create the best experience possible. People want to squeeze out every last drop of goodness, making sure they don’t miss anything along the way. Consumers feel pressure to do research—otherwise they’ll feel remorseful if they have a negative experience they believe could have been avoided.