To think about the mobile mindset in a concrete way, let's consider two scenarios of booking a hotel room. One involves Robert, who is on his mobile phone but not under any time pressure, and the other involves Tom, who is using mobile on-the-go and feeling time pressure. Robert is sitting on his comfy couch at home. He knows he's traveling on business next week and while watching TV and playing with his dog, he reaches for his phone to decide on a hotel. He has time while browsing to toggle back-and-forth among different hotel options, considering and contrasting the benefits of different hotels to weigh the convenience of location near his meeting versus the ability to earn hotel points at his preferred chain, with a guaranteed king-size bed, nonsmoking room - and also a gym. Tom is also on his mobile phone and needs to book a hotel room, but he's at the Denver airport. He had a late connection and just missed the last flight out for the night. He needs to book a hotel room for tonight! He's hoping to get one of the last available hotel rooms while calling his wife to rearrange child care drop-offs for the morning, and postponing his next morning's team meeting because he won't be there in time. Tom is experiencing one of the typical impacts of time pressure - the so-called "narrowing effect" - and as a consequence he pays attention only to the hotel's proximity to the airport. He is more likely to focus on location and choose one of the first hotels he finds that fits his criteria. Get the full story at Think with Google