September 2016

In the three key types of shopping micro-moments below, the stakes are high for brands as consumer preferences are shaped and decisions are made. The brands that will win these micro-moments are those that are there and useful when shoppers need them most.


<h2>HOW MOBILE SHAPES THE CONSUMER JOURNEY</h2> <p>Smartphones are a shopper's new best friend.</p> <p>82% of smartphone users say they consult their phones on purchases they're about to make in a store.</p> <p>Time on-site for mobile users in the U.S. is down 5% year over year, however, retail's share of online purchases is still growing.</p> <p>34% of online retail purchases now happen on mobile devices.</p> <h2>I-NEED-SOME-IDEAS MOMENTS</h2> <p>When people have an awareness of the product category but haven't chosen a specific brand or product.</p> <p>90% of smartphone users say they aren't absolutely sure of the specific brand they want to buy when they begin shopping.</p> <p>40% of the shopping searches we see on Google are for broad category queries like bedroom furniture or women's athletic clothing.</p> <h2>WHICH-ONE'S-BEST MOMENTS</h2> <p>When people turn to their devices to compare prices, brands, specs, and product reviews.</p> <p>Among top retail categories, mobile searches on Google related to "best" products have grown by more than 50% in the last year.</p> <p>Almost 50% of internet users look for videos related to a product or service before visiting a store.</p> <h2>I-WANT-TO-BUY-IT MOMENTS</h2> <p>When people make a decision about what to buy and where to buy it.</p> <p>76% of people who search on their smartphone for something nearby visit a business within a day, and 28% of those searches result in a purchase.</p> <p>6 in 10 internet users check whether a product is available in a local store before visiting a store.</p> <h2>WHAT CAN YOU DO TO WIN MICRO-MOMENTS?</h2> <p>Consumers are drawn to brands that will deliver on their needs in these moments. So, how can you ensure your brand is there and useful?</p> <p>Organize your company, so every department has a unified approach to fulfilling shoppers' needs in the moment.</p> <p>Identify the key micro-moments your brand can't afford to lose by using search insights to better inform your decisions.</p> <p>Measure across channels and devices—beyond last-click and online sales—to understand the role mobile plays in driving sales for your brand.</p>