Britons who choose to trade in their mobile phones may find access to Google is a major consideration when it comes to choosing a replacement.
Jake Hird, senior research analyst at Econsultancy, says the search engine has a healthy long-term future with a huge number of individuals sure to utilise its numerous functions.
"Unless they made a really drastic, drastic user experience change that people didn't like, people are going to keep using it no matter what," he states.
Some people predicted search engine optimisation would die out when Google Instant was released, but Mr Hird admits this now looks "uncertain".
Indeed, he suggests the technology's only impact has been on the appearance, rather than content, of web pages.
However, it appears to be proving popular with consumers, as Fast Company recently announced 98 per cent of users have upgraded to Instant, according to the feature's lead engineer Ben Gomes.
Posted by Samantha Green