Micro-Moments Now: New consumer behaviors you need to know

Micro-Moments Now: New consumer behaviors you need to know

As micro-moments multiply, consumer expectations continue to rise and new behaviors are evolving. More than ever, people are turning to their phones for advice with the expectation of finding what they need right here and right now.

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The well-advised consumer

People are turning to their phones across a wide range of topics. They research anything they want—from home-loans to toothbrushes—no matter the category or price.
Mobile Search Consumer Insights

Mobile searches for "best" have grown over 80% in the past 2 years.

Google
Mobile Search Consumer Insights

Searches for "best" have shown higher growth among low-consideration products than high-consideration products over the past two years.

Google
Mobile Search Consumer Insights

Mobile searches for the term "best toothbrush" have grown over 100% in the past two years.

Google
Search Consumer Insights Consumer Goods

There were more than 100,000 unique searches for "toothbrush" in the past year alone.

Google
Search Consumer Insights Consumer Goods

In the past two years, we've seen a more than 60% increase in searches for the "best" deodorants.

Google
Search Consumer Insights Consumer Goods

In the past two years, we've seen more than a 140% increase in searches for the "best" umbrellas.

Google
Mobile Search Consumer Insights

In the past two years, mobile searches for "product reviews" have grown over 35%.

Google
Mobile Video Consumer Insights

In the past two years, videos with the word "review" in the title had more than 50,000 years worth of watch time on mobile alone.

Google
Mobile Search Consumer Insights

Mobile searches for "toothbrush reviews" have more than doubled over the past two years.

Google

The “right here” consumer

People now expect relevance even as they’re giving marketers less information. When searching, they're explicitly sharing less about where they are, while maintaining the same high expectations for local relevance.
Mobile Search Micro-Moments

Nearly 1/3 of all mobile searches are related to location.

Google Internal Data
Mobile Search Micro-Moments

Over the last two years, searches for local places without the qualifier "near me" have grown 150%, faster than comparable searches that do not include "near me."

Google Data
Apps Mobile Search

Nearly 2/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

Google/Ipsos Connect
Mobile Search Micro-Moments

Searches for "is it going to rain today" have grown more than 85% over the last two years.

Google Data
Mobile Search Consumer Insights

Searches for ”what's the weather today” have grown over 160% over the past two years.

Google

The “right now” consumer

People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly.
Mobile Search Consumer Insights

Compared to two years ago, smartphone users today are 50% more likely to expect to purchase something immediately while using their smartphones.

Google/Ipsos Connect
Mobile Search Consumer Insights

smartphone owners turn to search first to address their immediate needs.

Google/Purchased Digital Diary
Mobile Search Consumer Insights

Search interest in "open now" has tripled in the past two years.

Google Trends
Mobile Search Retail

Mobile searches related to "same-day shipping" have grown over 120% since 2015.

Google
Mobile Micro-Moments
53%

of visits are abandoned if a mobile site takes longer than 3 seconds to load.

Google Data