The growing influence of mobiles is changing consumers behavior with more people turning to their smartphones to perform internet searches, watch videos or shop online.
On top of that, they are more impulsive, impatient and desire instant gratification. Google calls these micro-moments.
Three trends to keep in mind when thinking about your consumers and their mobile searches:
- On the spot decision-making
Search interest in “open now” has tripled in two years while at the same time “store hours” have dropped – showing us that people are searching to meet an immediate need rather than planning ahead.
- Expect immediate delivery
Looking at search data we can also see that expecting a product or service right away has become the new consumer normal. Mobile searches related to “same day shipping” have grown over 120% since 2015. Rather than running an errand during the work day, people are turning to their devices to find a business that can do the running around for them.
- Impromptu planning
Consumers are turning to mobile searches to get things settled in a hurry. A perfect illustration of this is travel planning. Over the past 2 years, same day travel-related searches have grown by 150% on mobile. Searching for “flights today” or “hotels tonight” is the new normal.
Brands need to offer the information consumers want to get when they want it. This means that fast, frictionless and relevant information is a must. In 2016, 53% of visits were abandoned if a mobile site took longer than 3 seconds to load.
Mobile users want to know, go, and buy swiftly.
Programmatic technology has created a way for brands to establish a deeper connection with consumers by targeting the right audience with the right message at the right time.
Be there. Be useful. Be quick.
Contact Anthony Ord to discuss the best targeting options for your brand, Ph027 649 9198