mobile micro moments 

We turnto our phones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know,I-want-to-go, I-want-to-do, and I-want-to-buy moments that decisions are made and preferences are shaped.

Consumer behaviour and expectations have forever changed. With powerful phones in our pockets, we do morethan just check the time, text a spouse, or catch up with friends. Before leaving the house, Canadian smartphoneusers check for their phones (and keys!) more than they do other things such as their wallets or jackets.

The phone is a powerful tool. It’s key for marketers to understand how their consumers use their phone to find information and be there in the moments that matter. Think With Google research shows how Canadians are searching on their phones and how this leads to 4 micro moments.

moments_know

I want to know moments 

7 in 10 Canadian smartphoneusers use their phones to look up information.

64% of Canadian smartphoneusers  use their phones to look up something that was said in conversation.

moments_go

I want to go moments 

2x increase in “near me” search interest in the past year.

83% of Canadian smartphoneusers turn to a search engine when looking for a local business.

moments_todo

I want to do moments 

91% of Canadian smartphoneusers use their phones forideas while doing a task.

65% of “how-to” content watched on YouTube this year was on a smartphone or tablet.

moments_buy

I want to buy moments 

70% of Canadian smartphone users consult their phones while in a store.

48% of Canadian smartphoneusers say they make quicker purchase decisions because of researching on their phones.

1 Google Consumer Surveys, Canada, Online Population, July 2015, n=1072.
2 Canadian Mobile Search Moments Study, Nielsen and Google, April 2015.
3 Google Consumer Surveys, Canada, Online Population, June 2015, n=698.
4 Google Consumer Surveys, Canada Online Population, n=666.
5 Google Trends, Canada, March 2015 vs. March 2014
6  The Consumer Barometer Survey 2014/2015, Canada, n=884, based on internet users.
7  Google Consumer Surveys, Canada, Online Population, June 2015, n=620.
8  Google Data, 2015, North America. Classification as a “how to” video was based on public data such as headlines,
tags, etc., and may not account for every “how to” instructional video available on YouTube.
9  Google Consumer Surveys, Canada Online Population, July 2015, n=1012.
10  Google Consumer Surveys, Canada Online Population, June 2015 n=698