Micro-Moments: new consumer behaviors

In 2015, Google introduced the concept of micro-moments and put a name to a behavior that, thanks to mobile, was becoming pervasive. People had started to expect an immediate answer in the moments they wanted to know, go, do, and buy. The concept of micro-moments was perhaps as truthful, observable, and relatable a consumer behavior trend as any marketer could wish for.

Micro-moments have been accelerating consumer expectations for “right here, right now” experiences. People take for granted that information is at their fingertips and tailored to their specific needs. But the thing about human beings is they never stop wanting that little bit extra. It’s becoming evident that they’ll keep raising the bar, wanting more useful information, more personalization, more immediacy.

Google’s VP of Marketing for the Americas Lisa Gevelber and her team wanted to dig into these evolving expectations and understand how consumer behavior has changed since google first introduced micro- moments. Here’s a glimpse of the consumer taking shape behind the data.

1. The well-advised consumer

People are turning to their phones across a wide range of topics. They research anything they wantfrom home-loans to toothbrushesno matter the category or price. Mobile search for “the best” have growth over 80% in the past 2 years. In the same period, mobiles searches for “product reviews” have grown over 35%.

2.The “right here” consumer

People now expect relevance even as they’re giving marketers less information. When searching, they’re explicitly sharing less about where they are, while maintaining the same high expectations for local relevance. Nearly 1/3 of all mobiles searches are related to location.

Searches for “what”s the weather today” have grown over 160% over the past 2 years.

3.The “right now” consumer.

People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly. 3 in 4 smartphone owners turn to search first to address their immediate needs. Mobile searches related to “same-day shipping” have grown over 120% since 2015.

Travel-related searches for “tonight” and “today” have grown over 150% on mobile, over the past 2 years.

People will want to be more informed, have more personal experiences, and get things done even faster. And as these expectations ratchet up, so do the requirements and opportunities in this new technology world.

Source: Google/Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S.

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