Google indexes 8 billion+ documents, images and items, and that same Google has announced it may scan up to 50 million books currently only available in old-world universities like Harvard, Stanford, Oxford, University of Michigan, and the NY Public Library, yet for consumers craving relevant information on everything and anything, there is still a massive information shortage.
And all this information should be available 'on the go', i.e. accessible in the offline AND online (wired and wireless) world: think of it as the Google effect (demanding and getting instant answers) permeating all aspects of daily life.
TRENDWATCHING.COM has dubbed this phenomenon READY-TO-KNOW: demanding consumers are in a constant 'Ready To Go, READY-TO-KNOW' state of mind, expecting any information deemed relevant to be available instantly, at their own terms. The latter is crucial: we're talking pull here, not push. Expect to see more click-and-know, more point-and-know, more text-and-know, more touch-and-know and more snap-and-know than ever before.
Examples and more here