Micro-Moments Self research before paying, seek advice before selling

These days, the power and speed of 4G networks in Thailand is being utilized more than ever, as smartphones become more accessible to a wider market. These ever-more powerful devices accompany many consumers through virtually every waking minute, and they are constantly being checked throughout the day a few minutes at a time, so what we are seeing is the emergence of the Micro-Moment phenomena.

As these moments become more prevalent, how are brands finding and using new opportunities that are emerging to connect with these hyper-connected consumers? 

The answer lies in studying behavior labelled as the "Customer Journey" which reveals what kind of behavior relates to the decision-making process before making a purchase. The tech behemoth Google has studied this thoroughly and determined 4 basic subgroups of micro-moments as follows:  

 

1. I-Want-To-Know Moments

People in this category are searching for information but not necessarily seeking to make a definite purchase. With the ease of finding information online, people are frequently triggered to find more answers through the internet, as statistics show around 66% of consumers will search for further information online after seeing a product or service that piques their interest on TV. 

 

2. I-Want-To-Go Moments

This category consists of people who are actively looking for particular goods or services, especially within their immediate vicinity. Research shows that searches that include the keywords "Near Me" have doubled within the past year.

 

3. I-Want-To-Do Moments

These moments can occur both before or after a purchase, as consumers feel the desire to learn a skill or technique, especially something they have never done before. This is evidenced by a 70% jump in searches for videos on YouTube that contain the words "How to" compared to one year ago.  

 

4. I-Want-To-Buy Moments

These occur with active shoppers, who are in the midst of physical or virtual shopping. Around 82% of consumers now use their smartphones to search for more data that will help them make a more informed choice. 

 

Case Study

While some brands see the increased opportunity for consumers to discover competitors as a grave threat to business, some, such as cosmetics giant Sephora, see smartphones as a vital key to reaching more potential customers. Sephora's research showed that buyers tended to search for product reviews before deciding what to buy, so they decided to beef up their Mobile Website presence to address this specific content need, and then make it easier to capture sales.