One in three mobile users - are you the one?
90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. In fact one in three smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it. More than half of smartphone users (51%) have discovered a new company or product when conducting a search on their smartphones.
Let the Auctions commence!
And not to forget, in these blink-of-an-eye micro-moments, the Google search engine uses the keywords (e.g. Nike, travel, restaurant, locksmith, investment, coupon, sale etc etc) you used in your query to hold an auction amongst advertisers who offer products related to those keywords.
I wan't it and I want it NOW!
This could be the mantra for the always connected, on the go, instant gratification generation. And the data provided by Google shows it’s also what today’s consumers are saying. They want immediate gratification, and they’re making decisions faster than ever before. In fact, 60% of online users say of that thanks to online research, they make purchase decisions more quickly now than they did a few years ago.
Mobile created and enables this behavior change. Whether smartphone users are looking for local businesses, researching a product or service, or looking for instructions, not only do they have heightened expectations for speed in general, they also are often in a hurry to accomplish their tasks.
That’s why consumers expect your mobile site and app to indulge their need for speed by being quick and easy.
Some key facts about Mobile Users
And that’s why consumers expect the product or service provider's mobile site and app to indulge their need for speed by being quick and easy.
Why does this matter to the product or service provider's?
29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs (for example, they can’t find information or it’s too slow). And the rationale provided for those who do switch:-
Three ways to be quick!
Google suggests three ways for product and service providers to benefit from the Micro-Moments.
Measuring the Moments
As Google helpfully points out, while all channels matter, mobile drives the digital bus today. It has become the connective tissue across the online and offline world, driving valuable actions like store visits and phone calls that directly impact your bottom line. Consider that when people use mobile search to help make a decision, they are:
And perhaps more importantly, when in stores 82% of smartphone users turn to their devices to help them make a product decision.
Magic Moments, the Original
It is 50 years and counting since Perry Como sang his way into the charts in 1967 with a song entitled Magic Moments. The chorus lyrics went .... "Magic moments, mem'ries we've been sharin' / Magic moments, when two hearts are carin' ...."; you get the idea. caring and sharing. Now fast forward to 2019 and the 'sine qua non' of the digital age, better known as Google, has captured the commercial zeitgeist of the instant gratification generation and brought to all its own version of caring and sharing entitled "Micro-Moments".
Magic Moments, as updated for the Instant Gratification Generation
As Google so eloquently phrases it, "Provide a digital experience that's relevant to consumers' needs in the moment and quickly connect people to the answers they're looking for." And how does Google provide this relevant digital experience? It tells us that when we want or need something, we tune in via convenient, self-initiated bursts of digital activity.
Its like speed dating with our phones
Google reminds us that we check our phones 150 times a day, about 177 minutes on our phones per day, which gives a pretty fascinating reality: mobile sessions that average a mere 1 minute and 10 seconds long, dozens and dozens of times per day. It’s like we’re speed dating with our phones.
Forget "Carpe Diem", it's now "Carpe Omnia" - seize everything
As Google helpfully explains to all the marketers desperately seeking to leverage those moments with targeted ads; "Behind these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a Bermuda vacation photo to make friends jealous. These types of moments are a common part of life, but they’re not moments when we’re necessarily looking to engage with brands. And if a brand tries to butt in with a distracting or irrelevant message? Swipe. But in other moments, we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions. For marketers, these moments are an open invitation to engage. And they’re the moments you have to be ready for."
2019, January 21
Length: 1229 Words.
Time to read 6 Minutes