This sign has been spotted on the door of a few doctors: “Don’t say you googled it and I won’t say I studied medicine for seven years!” Mobile has become a ubiquitous part of our lives. We turn to our mobile devices for immediate answers ranging from healthcare to travel bookings. These moments when we turn to our devices for instant answers and solutions, Google has termed as micro-moments.
Illuminating the behavior and expectations of consumers has become vitally important for marketers. Google’s VP of Marketing for Americas, Lisa Gevelber offers us an insight into three new consumer behaviours playing out in Google Search Data. We have summarized her report for your convenience.
Key Report Highlights
- New consumer behaviours up the ante
- The “well-advised” consumer
- The “right here” consumer
- The “right now consumer
Remember a time before mobile?
Perhaps the best way to truly understand micro-moments is to switch off your device for a few hours! You may well find yourself racing to the local library for content, searching shopping malls for a product and spending at least an hour on the phone to make various bookings and reservations. We turn to our mobiles automatically, it’s become a reflux behavior, when we need-to-know and need-to-have something.
New Consumer Behaviours up the Ante
It’s human nature to want more! Micro-moments have accelerated consumer’s need for instant gratification. People want information to be personalized and tailored to their needs. Google’s Gevelber and her team deconstructed consumer behaviour that emerged from Google’s search data. The fascinating results can be broken down into three categories:
- The “Well-Advised” Consumer
- The “Right Here” Consumer
- The “Right Now” Consumer
The “Well-Advised” Consumer
People want to be empowered in order to make the right decision. Whether we turn to our phone to search for a toothbrush or an annual holiday, we want to get the best deal.
- Searches for the best toothbrush have grown by 100% in the last two years.
- Mobile searches for the word “best” have grown by 80% in the past two years.
Previously, searching for the best toothbrush would have taken considerable time and would not have been worth the effort. Now information is easily available.
The “Right Here” Consumer
Consumers expect the digital experience to be tailored exclusively to their needs. When they’re searching for a Sushi restaurant they expect to find one closest to them by simply entering the word, Sushi. No need to enter zip codes or a street address as consumers expect brands to collate enough information and to deliver custom made results.
- Compared to a year ago, smartphone users are significantly more likely to purchase from companies whose mobile sites or apps customize information to their location.
- There is an assumption that smartphones will deliver location-appropriate results.
The “Right Now” Consumer
That last-minute, spur of the moment decision, is not as spontaneous as it used to be! No more hitting the road and hoping that destiny will lead the way! Today if we need an after-hours pharmacy, restaurant reservation or last minute travel booking the first place we go to is our mobile!
- Smartphone users are 50% more likely to purchase something immediately while using their smartphone compared to a year ago.
Mobile by its definition means free to move. People expect to move freely and quickly in their mobile search, however and this is the crux they expect brands to be equally nimble in their response.
Consumer shifts are inevitable and as marketers it’s up to you to be prepared! People want to be informed, have more choices and do things faster. It’s imperative to have an insight into mobile users’ expectations in order to deliver results! For a in-depth understanding read the full article: