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

June 2017 Google

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

June 2017 Google

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

June 2017 Google

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

June 2017 Google

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

June 2017 Google

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

June 2017 Google

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

June 2017 Google

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.

June 2017 Google

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

June 2017 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.

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

April 2016 Google Internal Data

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

December 2016 Google/Ipsos Connect

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

June 2017 Google Data

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

June 2017 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.

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

December 2016 Google/Ipsos Connect

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

May 2016 Google/Purchased Digital Diary

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

June 2017 Google Trends

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

June 2017 Google
53

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

Mar. 2016 Google