March 2017

New data shows how marketers can engage consumer electronics shoppers in their micro-moments. Below, we outline the key moments brands must own.


<h2>I-NEED-SOME-IDEAS MOMENTS</h2> <p>Digital helps spark inspiration for consumer electronics mobile shoppers. When looking for ideas about what to buy: <ul class="body-list"> <li>68% turn to YouTube<sup>1</sup></li> <li>45% turn to blogs<sup>2</sup></li> <li>84% turn to Google<sup>3</sup></li> </ul></p> <h2>WHICH-ONE'S-BEST MOMENTS</h2> <p>Whether they're in-store or on-the-go, consumers use mobile to compare prices, brands, and products. <ul class="body-list"> <li>Which-one's-best-for-me: 80% of smartphone shoppers buying consumer electronics have changed their mind about which retailer or brand to buy from after searching on Google.<sup>4</sup></li> <li>Am-I-getting-the-best-price: Consumer Electronics "price" and "deal" related queries grew more than 40% year over year on mobile.<sup>5</sup></li> </ul></p> <h2>I-WANT-TO-BUY-IT MOMENTS</h2> <p>Mobile offers more options for where and when to buy. Of smartphone shoppers who are buying consumer electronics: <ul class="body-list"> <li>79% expect a retailer to offer multiple ways to purchase with a smartphone: online, buy-online-pickup-in-store, or buy-in-store-ship-to-home.<sup>6</sup></li> <li>72% have gone to a store to check out a product with plans to purchase online.<sup>7</sup></li> <li>43% have purchased products on their smartphones while looking at the same products in store.<sup>8</sup></li> </ul></p> <h2>HOW-DO-I-FIX-THIS MOMENTS</h2> <p>Shoppers expect consumer electronics brands to follow through in post-purchase moments. <ul class="body-list"> <li>Consumer Electronics troubleshooting, repair, and customer support searches have grown more than 40% year over year on mobile.<sup>9</sup></li> </ul></p> <p><small><strong>Sources</strong></small><br> <small><sup>1,2,3,4,6,7,8</sup> Google / Euromonitor International, Micro-Moments Survey, USA, June 2016, Consumer electronics smartphone shoppers = 500.<br> <sup>5,9</sup> Google Data, US, Jan-Oct 2015 vs Jan-Oct 2016.</small></p>