Jenna and her husband were in the market for a new home. While they were out driving, they saw an ad for a new development, so Jenna used her smartphone to research everything from driving directions, to schools nearby, to actual floor plans.
Some buying processes—such as purchasing a home—have long consideration journeys, and consumers use their smartphones to take small steps toward achieving their larger goal. Thanks to digital, they can undertake research in their I-want-to-know moments wherever they are, at any time of the day. Brands should be there and provide useful content in those moments if they want to be in consumers' ultimate consideration set when it comes time for them to make the purchase. Another factor? Think about the messages you (or your competition) are putting out in the world that might stimulate people to take action or do more research. Be prepared to be there to capture consumer interest and to usher them through the consideration journey.
90% of smartphone users have used their phone to make progress toward a long-term goal or multi-step process while "out and about."
Source: Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users.
