In what some observers are equating to the next evolution of marketing's "moment of truth," Google has come up with a new term, "micro-moments," to define how the omni-presence of mobile devices is redefining the consumer's journey.
In a new report, "Micro-Moments: Your Guide to Winning the Shift to Mobile," Google pointed to findings showing that over two-thirds of smartphone users check their phones within 15 minutes of waking up in the morning and that 87 percent always have their smartphone at their side — even while they sleep — as evidence of how mobile devices are "transforming our lives, whether we actively notice it or not."
With the average user checking their phone 150 times a day, devices are helping people continually learn or discover new things, manage to-do lists, tackle problems and get inspired.
For retailers and brands, many of the day's countless mobile sessions (the average lasts one minute and 10 seconds) are not moments to engage. However, when mobile users need help informing their choices or making decisions, brands have a broad opportunity.
Source: Google
"We call these micro-moments," Google writes in its study. "They're the moments when we turn to a device — often a smartphone — to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy."
The big difference versus similar desktop excursions in the past is that mobile devices enable consumers to make informed decisions faster than ever. Google writes, "Since we can take action on any need or curiosity at any time, the consumer decision journey has been fractured into hundreds of tiny decision-making moments at every stage of the "funnel" — from inspiring vacation plans to buying a new blender to learning how to install that new shelf."
Also, more extensive pre-trip research tied to mobile use is making shoppers more efficient. While foot traffic declined at physical retail last year, consumers spent more per visit, "because they've done their research and made decisions before ever walking in."
Time spent per visit on mobile devices as well as via websites using a desktop or laptop also declined last year but conversion on both were up for the same reasons.
Google's study offered several tips for brands to address mobile users' needs with real-time relevant engagement. Google wrote, "In many ways, micro-moments have become the footsteps that lead people to your store or desktop site."