Google infinite scroll is a brilliant idea that enables users to quickly locate relevant information and links, especially when you need to go through more than just the top three results. Many sites have already implemented the infinite scroll concept but it is great to see the search giant adding it to their primary website.
Implications - Consumers are continually looking for products that help them do things more effectively. Google's infinite scroll also Internet users find search results quicker. Companies should take this mindset of wanting to do things more effectively into account when designing products.