Cell phone use has completely changed consumer behavior. Doubt? Google’s survey explains how this happened.
Popularization of smartphones and the speed that the mobile has changed significantly the behavior of the consumer. Lisa Gevelber, VP of Marketing for the Americas at Google, explained consumer trends based on the behavior of users using the most famous and lucrative search engine in the world.
By 2015, Google has given the name of “micromomentos” to this instant need to have instant answers every time the consumer wants to go somewhere, know, do or buy something.
“This has helped marketers think about what times of the consumer journey were more important, created a sense of urgency and inspired the reappraisal of various habits and approaches established in the marketplace – from measuring results to how to deliver more relevant experiences,” he explains. Gevelber in an article published on the company’s blog.
The changes can already be seen in the current behavior of the consumer. Some of them, according to the Google executive, are:
1. The consumer is more demanding
With the expectation of the consumer is high up when it comes to instant experiences it is natural that consumers already have customized information at hand according to their needs.
The problem, according to the expert, is that the user always wants more. “It is clear that people will continue to wait for more and more useful information, more personalized and more immediate,” he says.
2. The consumer is (very!) Well informed
Smartphones are the main allies of consumers when it comes to finding a response or making a decision. The search for information through this device ranges from buying a car to choosing new drawers.
Demand is not limited to ideas or suggestions. The search based on Google Search in the United States, for example, indicates that searches followed by the word “best” have grown 80% in the last two years.
“From 2015 onwards, searches for toothbrushes grew more than 80% on the mobile and searches for ‘best toothbrush’ more than 100%. Before the smartphones, this research was too much work to be worth, but now it’s easy and quick to make bottom-line decisions, be they big or small, “explains Gevelber.
3. Where the consumer is
Companies have already bet on using GPS in recent years, but Google’s research has shown that the locale may be even more important than you think.
According to the study, smartphone users are much more inclined to buy in stores that bring geolocalized information.
“The consumer expects digital experiences to be tailored to them, including geo-localized results based on where they are at the time of the search,” the expert said.
4. At the time the consumer wishes to
The ease of the cell phone in resolving something like booking a restaurant or buying something without having to call, makes confidence in the device grow continuously.
Google’s survey shows, for example, that smartphone users are 50% more inclined to make a purchase immediately when they are using the device, compared to last year.
“Mobile has brought agility to people’s lives. They can organize themselves as much as they want with the help of their smartphones and expect brands to respond to that by knowing their needs and serving them immediately, “he says.
The conclusion of the survey is that changes in consumer behavior are, in fact, inevitable, but that companies can prepare for them.
“From now on, expectations will only increase as people want more information, personalized experiences and immediate solutions. And as these expectations grow, the greater the challenges (and opportunities) for marketers, “he adds.