September 2016

<p>From learning how to tie a tie to finding the perfect recipe for homemade pasta, people constantly turn to their phones in I-want-to-do moments. These particular micro-moments are opportunities for brands to help people get things done. To better understand how people meet their needs, we asked 1,000 smartphone owners to keep a mobile diary. Here's what I-want-to-do moments look like:</p> <h2>The most common types of I-want-to-do moments</h2> <p>General Knowledge: e.g. How to remove a stain</p> <p>Food & Grocery: e.g. Look up recipes</p> <p>Home & Garden: e.g. Gardening tips and tricks</p> <h2>Most used device in I-want-to-do moments</h2> <p>69% of people use their phones in their I-want-to-do moments</p> <h2>Top 5 ways people address I-want-to-do moments:</h2> <p>72% use search</p> <p>34% visit a non-retailer website or app</p> <p>31% watch an online video</p> <p>25% look at images or photos online</p> <p>20% ask someone via call or messaging</p> <h2>What happens in I-want-to-do moments affects purchase decisions</h2> <p>Mobile's influence: 76% of people took a relevant action on their phone prior to making a purchase.</p> <p>Search's influence: 59% of purchasers were influenced by a relevant search.</p> <h2>Why this matters</h2> <p>Smartphones, and particularly mobile search, have a big influence on how people find the information they're looking for in a moment of need. Is your brand meeting people with relevant and useful information on mobile? Are you there when people search to get into the consideration set quickly before a purchase is made? And underpinning all of this, are you tracking and valuing these mobile interactions appropriately?</p> <p>Source: Google/Purchased Digital Diary, "How Consumers Solve Their Needs in the Moment," representative sample of U.S. smartphone users=1,000, responses=14,840, needs=10,540; smartphone users by need type=614-940; purchasers by need type=228-763, May 2016.</p>