Google’s “Micro-Moments” Highlight Fundamental Shift in Consumer Behavior June 17, 2015

Written by: Hannah Redmond
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You know that feeling when you forget your phone? It’s a feeling of vulnerability and helplessness, as we have become increasingly dependent on that powerful little device. We expect to be connected to who and what we want to, and we expect to find answers and solutions to our problems on demand.

This has changed the way consumers make purchase decisions. The traditional consumer journey is now divided up into various real-time, intent-driven “micro-moments,” providing marketers the opportunity to identify and prepare for the exact moments right when a consumer reaches for their device.

Google Micro-Moments

Google has identified various insights driving overall micro-moments to showcase the variety of opportunities for marketers, many of which are applicable to the CPG category.

  • People evaluate purchase decisions in-the-moment. When walking through a store, 82% of smartphone users turn to their phone to influence a purchase decision. More people are reaching for their phone to investigate products and prices than are actually asking for help from an associate in store.
  • People solve unexpected problems in-the-moment. 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.  If their dishwasher breaks, they will immediately go to their device to investigate the problem and the products and services that may provide a solution.
  • Micro-moments fill voids or lulls in time or complement multitasking. For example, people turn to their phones when waiting in line, commuting, walking, shopping, relaxing, and more.

As marketers, it is our job to identify how to add value to each of these micro-moments. We should consider what micro-moments are most important to our brand, and which provide an opportunity to highlight our product while making our consumers’ lives easier. How we create content and add value to consumers in each of these micro-moments can set us apart from our competitors.

To learn more about Google’s Micro-Moments, visit their research on Think With Google.