Now that smartphones are widely used, people’s search behavior has become easier. When we want to do something or look up something we’re curious about, we routinely use our smartphones to search for it.
A micro-moment is a moment when you reflexively search using your smartphone. Compared to traditional searches using computers, searches using mobile devices, which allow users to take action immediately when they have an idea, are increasing, and it has been found that these searches are also being utilized in subsequent purchasing behavior.
This article provides an overview of micro-moments advocated by Google and steps you can take to utilize them in your business.
Changing consumer search behavior
With the spread of mobile devices, when consumers want to research or know something, they can now search instantly on their smartphones. In the past, searching using a computer was the mainstream, but with the spread of mobile devices that allow you to easily search anytime and anywhere, people have started reflexively picking up their smartphones when they are right in front of them.
According to Google, 60% of consumers use their smartphones to search for something. Additionally, 87% of people who search on their smartphones use mobile search results in their subsequent purchasing decisions.
In addition, a survey asking “Which device do you use when searching from home?” found that 63% of people search using their smartphone. Even if you have a computer at home, it seems to be common practice for people to use their smartphones to search for something they want to know or are curious about.
Reference: Google
“Micro-moments: Search for people becoming more diverse through micro-moments”
What are micro-moments proposed by Google?
Micro-moments are a type of consumer behavior pattern advocated by Google. A micro-moment is a moment when people reflexively take action, such as researching something on their smartphone or making a purchase, when they want to do something.
To maximize the value of mobile search, it is important to accurately identify micro-moments, deliver the information consumers want, and measure its effectiveness.
As a result of Google’s research into consumer search intentions, 47% of search actions had specific intentions such as “I want to do something” or “I want to go there.” On the other hand, 48% of respondents did not have any specific purchasing behavior in mind, and instead searched for something they were curious about.
In other words, approximately one out of every two searches is a search without a clear intention, indicating that consumers’ search behavior is becoming more casual.
In this way, there is diversity in the intentions and purposes of consumers’ search behavior, and micro-moments occur in various scenes in their lives. To increase the value of micro-moments, it is necessary to pay attention to the diversity of search behavior and consider a variety of approaches that align with search intent.
Reference: Google
“Micro-moments: Micro-moments that occur in various scenes of life”
3 STEP to utilize micro-moments in business
There are three steps to increasing the value of micro-moments:
STEP1. Determine when micro-moments occur
<br/> Research consumer search behavior by time of day to determine when micro-moments occur.
Understand the characteristics and changes in search behavior, such as when consumers search on their smartphones, where they take out their smartphones, and what kind of information they seek.
STEP 2. Quickly deliver the information consumers want
<br/> When a micro-moment occurs, consumers have five motives: “I want to know,” “I want to solve,” “I want to go,” “I want to buy,” and “I want to get.” there is. We explore user needs based on these motivations and deliver the information consumers want to obtain.
In addition, in order to quickly deliver the most appropriate information, it is necessary to create an environment that allows smooth access to the site and launch of the app.
STEP 3. Measuring the effectiveness of mobile search
<br/> To maximize the value of mobile search, it is important to measure its effectiveness regardless of device or channel and make improvements. We will also optimize the use of micro-moments by collaborating across departments and organizations and building a PDCA system.
summary
◆With the spread of smartphones, consumers’ search behavior has become easier.
◆Micro-moments are the moments when people reflexively look up something on their smartphone or make a purchase when they want to do something.
◆In order to increase the value of micro-moments, it is important to pay attention to the diversity of search behavior and consider a variety of approaches that match the search intent.
◆In order to utilize micro-moments in business, it is necessary to maximize the value of micro-moments by taking the three steps of “identifying,” “delivering,” and “measuring.”