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If anyone has a stake in keeping you searching, it's Google. So it make sense that the company's focusing at least as much on learning what users want as it is on who they are.
Now, the data king has, well, more data to back up that approach. According to research Google commissioned from Millward Brown Digital, demographics don't always align with user intent. In fact, marketers could be missing as much as 70 percent of potential mobile shoppers by not understanding what they're searching for at any given time.