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How new consumer behaviors will change marketing

New smart devices are emerging, and consumers are embracing new ways to interact with them, like voice commands. As a result, the micro-moment behaviors kick-started by mobile will only multiply.

In the Google app, 20% of searches are now by voice.


of smartphone owners turn to search first in a moment of need.

Be Fast, Be Helpful

Consumers’ expectations of brands continue to rise, but when those expectations are exceeded, the rewards are sales and loyalty.

For every second delay in mobile page load, conversions can fall by up to 20%.


of smartphone owners purchased or plan to purchase something after seeing an ad they described as relevant.

Account for the Omnichannel Consumer

The customer journey is no longer linear. Separate online and offline strategies cease to make sense when consumers move seamlessly between the two.

Consumers who click on a Google Search ad prior to visiting a store are, on average, 27% more likely to buy something.

Consumers who click on a Google Search ad prior to visiting a store spend, on average, over 10% more.


of smartphone users who bought something in a store first turned to their phone for information about that purchase.

Internet users are 36% more likely to use a smartphone when they look for availability of an item in a local store now than a year ago.

of internet users looked for videos related to a product or service before visiting a store.


of consumers have spent more time researching a brand or product online than they have researching in a store.