Mobile Shopping Micro-Moments: Shaping The Consumer Journey.pdf

Smartphones significantly influence consumer shopping behavior, with 76% of people who search nearby businesses on their smartphones visiting within a day, and 28% making a purchase. Additionally, 90% of internet users check local store availability before visiting. Key micro-moments in mobile shopping include "I-Need-Some-Ideas," "Which-One’s-Best," and "I-Want-To-Buy-It" moments.

To capitalize on these moments, brands should measure across channels beyond last-click sales to understand mobile's role in driving sales. Consumers are drawn to brands that meet their needs during these micro-moments. 40% of shopping searches on Google involve broad categories like bedroom furniture or women's athletic clothing. Furthermore, 76% of smartphone users aren't sure about the specific brand they want when starting to shop.

Mobile searches for "best" products in top retail categories have increased by over 50% in a year. Nearly half of internet users watch product-related videos before store visits. Brands should organize their approach to meet shoppers' needs and use search insights to identify crucial micro-moments.

34% of smartphone users consult their phones during in-store purchases, with 82% of online retail purchases now on mobile devices. Despite a 5% decrease in U.S. mobile user time-on-site year over year, the share of online purchases continues to grow.