People pursue big goals in small moments.


People pursue big goals in small moments.

Real moment

Dee planned a family holiday, when, and where, it was convenient for her.

Dee wanted the process of planning a family safari for her 60th birthday to be as enjoyable as the holiday itself—even though it would be a lot of research. At her leisure, she planned the safari over several weeks (often from the convenience of her phone while in bed). She switched to her computer when she wanted to compare a lot of information at once or see things on a larger screen.

Aggregate insight

81% of people start an activity on one device and finish on another.

One of the contributing factors of why people switch devices is the quality, or lack of, a brand’s mobile experience. 53% of Australians say they encounter issues when accessing websites to research for products via their phone **.

Marketing implication

Optimize for all moments, across devices.

Consumers want what they want, when they want it. That’s why it's more important than ever to deliver a good first impression on mobile. But sometimes purchases happen over multiple devices, and consumers expect a seamless experience across them. Anticipate movement across screens en route to the sale, and implement measurement techniques to account for cross-device conversions.