The use of cell phones has completely changed the behavior of consumers. Doubt? The Google poll explains how this happened.
The popularization of smartphones and the speed brought by the mobile phone significantly altered consumer behavior. 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.
In 2015 Google gave the name of “micro moments” to that instant need to have immediate answers every time the consumer wants to go somewhere, find out, do or buy something.
“This helped marketers reflect on which moments of the consumer journey were most important, created a sense of urgency, and inspired the reevaluation of various established habits and approaches in the marketplace - from measuring results to how to deliver more relevant experiences. Gevelber explains in an article published on the company's blog.
The changes can already be seen in the current consumerbehavior. Some of them, according to the Google executive, are:
1. The consumer is more demanding
With the expectation of the consumer it is there at the top when it comes to instant experiences, it is natural that consumers already have personalized information on hand according to their needs.
Users always want more, saying the experts. But they will continue to expect increasingly useful, more immediate information and more personalizes.
2. The consumer is (very!) Well informed
Smartphones are the main allies of consumers when looking for an answer or making a decision. The search for information through this device varies from buying a car to choosing new drawer pulls.
The demand is not limited to ideas or suggestions. The Google Search-based survey in the United States, for example, indicates that searches followed by the word “best” grew by 80% in the past two years.
“For example, from 2015 to here, searches for cosmetics grew more than 80% on mobile and searches for “best cosmetics” more than 100%. Before smartphones, that research was too much work to be worth, but now it has become easy and fast to make decisions based on whether they are big or small, ”explains Gevelber.
3. Where the consumer is
Companies have already bet on the use of GPS in recent years, but the Google survey has shown that locality may be even more important than you think.
According to the study, smartphone users are much more inclined to buy in stores that bring geographic information.
" Including geolocated results according to where they are at the time of the search, The consumer expects digital experiences to be tailored for them," warns the expert.
4. At the time the consumer wants
The ease that the cell phone brings when it comes to solving something like booking a restaurant or buying something without calling, makes confidence in the device grow continuously.
The Google 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.
“The mobile phone brought agility to people's lives. They can organize 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.
What comes around?
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 those expectations grow, the greater the challenges (and opportunities) for marketers, “he completes.
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