Going into 2016, Google reported some big changes in the way consumers are researching and purchasing online. Google has reported that 86% of research is done on mobile, and 52% of these searches are done during work hours. It’s pretty clear we are shifting to a mobile driven world, when we consider these additional stats: we are checking our phones 150 times, and spending 177 minutes on our phones a day.
It’s evident consumer behavior is changing the digital landscape, we no longer go online; we live online. But why do consumers seem more open to converting on desktop computers? How consumers behave on desktops is far different than how they interact on their phones. When consumers are using their mobile phones, they are looking for immediate and relevant results, and then make their conversion on other devices. As digital marketers, we need to identify the moments that matter to mobile consumers.
Micro-moments are a series of moments of defined by Google as moments when we use our mobile devices to take action immediately. We can categorize micro-moments into these five consumer driven moments:
- Which-car-is-best moments
- Is-it-right-for-me moments
- Can-I-afford-it moments
- Where-should-I-buy-it moments
- Am-I-getting-a-deal moments
These moments consist of intent, context, and immediacy consumers expect on mobile, and when combined, make up the auto shopping journey and how it will end.
At Strathcom, our analysts stay up to date on all of Google’s latest optimizations and best practices to maintain a strong digital presence for your dealership. Stay tuned for part 2 on how to win every micro-moment important to your customer.
Stats sourced from:
- Micro-Moments: Your Guide to Winning the Shift to Mobile.
- Lead Authors: Laura Adams, Elizabeth Burkholder, Katie Hamilton
- Published by Google.
- Auto Micro-Moments Sourced From:
- The 5 Auto Shopping Moments Every Brand Must Own.
- Written By: David Mogensen
- Think With Google