Mobile Diary

I-Want-to-Buy Micro-Moments

 

Objective

Google wanted to better understand how people meet their buy needs in a world of limitless online and offline resources.

Solution

We asked 1,000 smartphone users to take a quick poll several times a day for a week indicating needs they had throughout the day and the actions they took to meet them.

Result

After examining 14,000 interactions, confirmed the degree to which mobile search influences offline decisions. 70% of smartphone owners use mobile before making an in-store purchase and the majority who search via mobile, purchase within a day.

Impact

Featured by Google as one of Top 12 favorite insights from last year for its relevance in identifying customer trends.