It’s safe to say that the days of “buyer beware” are falling by the wayside; and we can thank mobile technology for that. In fact, mobile devices are reshaping purchasing behavior as we know it. As this Google article points out, “For today’s constantly connected consumers, shopping never sleeps. Whether making an everyday purchase or researching a big-ticket item, we reflexively turn to mobile. These I-want-to-buy moments are important for consumers, and they’re critical for brands.”
This in-the-moment behavior is across the board, from calculating mortgage payments or booking concert tickets to online and in-store purchases. Consumers can compare costs on the spot, conduct product reviews, place orders and pay up without a second thought anytime, anywhere. It could be while you’re browsing store aisles, sitting in a waiting room, standing in line for a table at a restaurant, or riding transit. It’s what the industry calls micro-moments.
Mobile shopping by the numbers
The article rightfully points out that those moments are becoming critical to brands – and offers the stats to back it up. Such as:
- 93% of people who use a mobile device for research go on to make a purchase (Source: Google/Nielsen)
- 82% of smartphone users turn to their devices to help them make product decisions (Google/Ipsos): 1 in 4 shoppers has changed his or her mind after reading something on a smartphone while in the checkout line
- There are more than 1 million YouTube channels with product reviews; and views of product review videos have grown 50% year over year (Google)
If you’re a marketer, this article offers up some interesting insights into how you can capitalize on those ever-important micro-moments and capture the hearts and minds of consumers. If you’re a seasoned micro-moment mobile user, you’ll be happy to know that there are plenty of options coming to make your mobile experience faster and easier.
Do you live in the micro-moment? What’s your favorite resource when in that moment?