Micro-moments: the new black?

What are micro-moments?

Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something.

They’re the I want-to-know moments, I want-to-go moments, I want-to-buy moments.

Why are they important?

They are intent-rich moments when decisions are made and preferences shaped. They’re the moments when we want help informing our choices or making decisions.

How can you create the best micro-moments?

Be There

You’ve got to anticipate the micro-moments for users in your industry and then commit to being there to help when those moments occur.

Be Useful

You’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for.

Be Quick

They’re called micro-moments for a reason. Mobile users want to know, go and buy swiftly. Your mobile experience has to be fast and frictionless.


1 in 3 smartphone users have purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.

Did you know?

  • 82% of smartphone users say they consult their phones on purchases they’re about to make in a store.
  • 91% turn to their phones for ideas in the middle of a task.
  • 90% of smartphone users say they’ve used their phone to make progress toward a long-term goal or multi-step process while “out and about.”
  • 69% are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions.

Want to know more? Get the full low-down here


Source: Google 2016

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