According to Yankelovich, consumers’ expectations of immediacy mean marketers need to deliver expediency in their offerings. They point to the growing number of consumers who have not only learned to cope with over stimulation, but have become “quite facile at processing tremendous amounts of information.”

One example? A growing number of retailers, now allow consumers to place their order online and pick it up at the store the same day, which reduces the delivery time and (and shipping cost.)