Google lists improvements that only users from the EU will get - gHacks Tech News
Google collects and shares data between its own services by default. Search, advertising, YouTube and several others exchange user data. Users in the EU have to give consent to this form of sharing. By default, data will no longer be exchanged between services. EU users may already manage the Google Services that may or may not exchange data.
EU users who searching with buying intentions, e.g., for a hotel or laptop, will get a new dedicated unit in the search results that shows group of links from comparison sites "from across the web" and "query shortcuts at the top of the search page to help people refine their searches".
Users from the EU will get browser and search engine choice screens on Android and in Google Chrome.
