June 2016

Erin left her allergy prescription at home, and needed to order a replacement from the pharmacy while she was fielding work calls and emails. Thanks to her smartphone app, she was able to refill her order with the press of a button, and didn't have to spend the whole day sneezing.

People have different preferences for the ways they engage with businesses. Smartphone apps are an ideal tool for loyal consumers to make repeat purchases in their I-want-to-buy-it moments. They allow shoppers to complete tasks quickly and easily, without having to navigate a website, wait on hold, or stand in line. Marketers should develop apps which meet the most common consumer needs, and are simple and frictionless to use. To do this, consider aspects such as how easy it is for consumers to find what they are looking for, read reviews, fill out forms, compare products, make new purchases, or update payment options.

28% of online smartphone users will be less likely to purchase products from a company in the future if its mobile site or app does not quickly satisfy their needs.

Source: Google/Ipsos, "Consumers in the Micro-Moment," Wave 3, U.S., n=1291 online smartphone users 18+, August 2015.

I-Want-To-Buy-It Moments: Mobile's Growing Role in a Shopper's Purchase Decision