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

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

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

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

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

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

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

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.

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

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.

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

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."

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

Overall restaurant-related searches have grown by double digits in the past two years, while those same restaurant-related searches that include a zip code have declined over 30%.

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

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

The “right now” consumer

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

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

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

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

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


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