This year marks the first time Google searches from mobile devices finally outnumbered those from computers in over 10 countries (including UK and USA) . This trend has changed consumer behaviour forever. Customers don't "go" online anymore. They are online.
Setting aside long periods of time in front of a desktop computer to research, plan or buy online is becoming a thing of the past. Powerful smartphones and cheaper, faster mobile data plans enable us to search impulsively in the moment - wherever we may be and whenever the need arises. Ensuring your brand is present during these customer initiated moments of intent is key to future success.
Google is calling this trend "micro-moments" and has split them into 4 categories:
- Want-to-know moments
65% of online consumers look up more information online now versus a few years ago.
- Want-to-go moments
82% of smartphone users use a search engine when looking for a local business.
- Want-to-do moments
More than 300 million hours of “how-to” content will be watched on YouTube in 2015.
- Want-to-buy moments
82% of smartphone users consult their phones while in a store deciding what to buy.
Brands need to identify these diverse, individual moments of intent (of which there are many) and then ensure they can fulfil the needs of the customer during each of these moments. The traditional customer journey is no longer linear and will soon be a thing of the past.
This fractured path to purchase is more complex than ever before but dynamic brands will see this as an opportunity to create a customer experience that is timely, useful and relevant at every available touch point. On every channel. On every device.
Watch this short video from Google to find out more about Micro-Moments...