Typical features of present internet customer according to Google.
Addicted to the smartphone
- 68% of people grab their phone in the first 15 minutes after waking up.
- 87% of people carry their smartphone 24/7.
- A user checks their smartphone 150 times a day.
Willing to find as many information as possible
- The customer searches 10 information sources on the internet before making a purchase.
- 82% of users use their smartphone during the shopping.
Capable of fast decisions
- 28% of users admit they do the mobile shopping in a hurry.
- 29% leave the page if they cannot find the anticipated information, if the page loads slowly or if the shopping process is complicated.
Your customer lives in micro-moments
According to a new theory of Google, the customer’s way to a product or a service is shattered into so called micro-moments. These are short moments that are vital for customers and during which they realize their specific needs. Like when they miss a train or remember they forgot to buy the washing powder. These are the situations when the user turns to their smartphone for help.
Four elementary micro-moments
1. I want to know
Users search information, look for inspiration. According to Google, nearly a half of customers, who want to know more, visit a shop the very day. At the same time more than 60% of users look up information about what they can see on a different screen (e.g. TV commercial) on their smartphone.
2. I want to go
The customer looks for a local shop or, when they already are in the shop, search the particular product on their phone. In this case, both worlds – online and offline – merge. The entries „nearby” doubled compared to last year.
3. I want to do
Another type of inquires is „how to”. These appear both before and after the shopping. Compared to last year, this entry is looked for 70% more often on YouTube.
4. I want to buy
In these situation the user decides how and where to buy a specific product. If they are in a shop, their search information online, on their smartphone – in more than 80% of cases.
To address the present user, you have to offer them a helping hand in the right moment and make their difficult situation easier. Draw up model micro-moments. Work on a useful content and involve necessary marketing and sales channels – either responsive web or a mobile application. And don’t forget to measure and evaluate.