Micro-Moments: How Mobile Inquiries Are Shaping Purchasing Decisions

by Brandon Berte on November 10, 2015

“Micro-Moments” has been one of 2015’s most-buzzed about terms, at least in the world of online marketing. The idea, ushered in by none other than Google, asserts that consumer decision making and preference shaping has been forever changed, due in large part to the rise of mobile technology.

Micro-Moments - How Mobile Inquiries Are Shaping Purchasing Decisions

Google explains:

Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.

Researchers have discovered the following about consumer behavior with regard to micro-moments:

  • Sixty-nine percent of smartphone users who travel search for ideas during free moments, like while waiting for a cab
  • Almost half of those travelers will then book their plans through an entirely different channel
  • Ninety-one percent of smartphone users refer to their phones while performing a task
  • Eighty-two percent of smartphone users refer to their phones while making an in-store purchase decision
  • About one in 10 of those smartphone users wind up selecting a different product than they had originally planned
  • Sixty-nine percent of online shoppers consider quality, timing and/or the pertinence of a business’s message in their evaluation of a brand

What does it all mean for marketers? For a brand to compete, it must understand and meet consumers’ demands during micro-moments. It must be visible in the moments when members of its target audience consult their phones in the decision making process.

If you need help making sense of micro-moments and the opportunities they present, connect with Creative Partners by calling (203) 705-9211. Don’t forget to connect with us on Facebook, Twitter, Google+ and LinkedIn for more tips!

{ 0 comments… add one now }

Leave a Comment

Previous post:

Next post: