September 2016

<p>When looking for information or inspiration, people increasingly turn to mobile and search. For marketers, these I-want-to-know moments are an opportunity to positively influence brand perception. 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-know moments look like:</p> <h2>The most common types of I-want-to-know moments</h2> <p>General Knowledge: e.g. What's happening in the news?</p> <p>Food & Grocery: e.g. What are healthy breakfast choices?</p> <p>Shopping: e.g. What's the return policy?</p> <h2>Most used device in I-want-to-know moments</h2> <p>66% of people use their phone in their I-want-to-know moments.</p> <h2>Top 5 ways people address I-want-to-know moments:</h2> <p>81% use search</p> <p>55% visit a non-retailer website or app</p> <p>40% look at images or photos online</p> <p>34% visit a retailer website or app</p> <p>26% watch online video</p> <h2>What happens in I-want-to-know moments affects purchase decisions</h2> <p>Mobile's influence: 85% of people took a relevant action on their phone prior to making a purchase.</p> <p>Search's influence: 62% 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>