Micro-moments occur when people quickly turn to their mobile devices to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments where consumers make decisions to buy or not buy. Consumers’ expectations are higher than ever during these micro-moments. The powerful devices we carry in our pockets have trained us to expect retailers to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.
Consider these findings from some recent research Google conducted:
- Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.
- Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
- Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
- Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.
If you plan on being successful in the future, you need to have a solid strategy for meeting and exceeding consumer expectations during these moments.