There are 4 major new trends in search, according to Google: Mobile, Voice, Messaging Apps and Connected devices. The 4 combined characterise what they call 'the age of assistance' - a shift from viewing your mobile as a search terminal to thinking of it as an assistant. For brands the 4 trends added together means that people are looking for a unified experience and there is no limit to the moment when people will look for answers or inspiration.
The first trend in the evolution of search is mobile. Since the arrival of the smartphone a little under a decade ago, mobile has become the primary channel through which people access the internet. One of the most significant consequences of this shift has been that we access the web much more often, with the percentage of people using the web several times a day increasing from around 35% to 60% over the last five years1