John turned to his smartphone to research healthy baby food for his daughter. He used information such as brand details and customer reviews to decide if the product was the right fit, and then employed location services to find a nearby store that stocked the brand.

May 2016

Smartphones are a popular research comparison tool when consumers need to make important decisions based on personal values. Shoppers often turn to mobile in their which-one's-best moments to compare products both in-store and online. Marketers should consider their brand's unique value proposition, and think about how this aligns with the key attributes their audience cares about. Brands that provide easily discoverable, relevant, and timely information—such as product descriptions, images, and reviews—will be positioned to win these critical which-one's-best moments.


51% of smartphone users have discovered a new company or product when conducting a search on their smartphones.

Source: Source: Google/Ipsos, "Consumers in the Micro-Moment," Wave 3, U.S., n=1291 online smartphone users 18+, August 2015.