Today’s consumers never shop alone. Whether they’re in brick-and-mortar stores or scanning the web, whether it’s day or night, rain or shine, shoppers are always accompanied by mobile devices that they can use to check prices, explore product features, and more. Unsurprisingly, mobile usage is spurring new trends in consumer behavior, and as a result, brands would be well-served to develop marketing strategies that account for the preferences of mobile-savvy shoppers. Take a look at three nascent consumer behaviors brought about by the ascent of mobile devices.
When information is only a swipe away, every consumer becomes an expert for every purchase they make. This is true of the curious consumer, who—armed with their mobile device—is ready to research any and every decision before tapping the “buy” button. In the last two years, for example, Google searches from mobile for the “best” products have grown by more than 80%, and mobile searches for products “to avoid” have grown by a factor of 1.5 in the same window.
“Consumers now research even the smallest daily decisions,” Antonio Sciuto, CMO of Nestle Waters, told Think with Google. “It’s not a surprise to us that some of our customers research a bottle of water as deeply as they research an expensive bottle of wine.”
The internet makes it possible to provide customized experiences for every user. Consumers know this, and as such, they expect hyper-relevant results tailored to their unique preferences and interests. That’s why mobile searches for “X for me”—whether X refers to a pair of running shoes, a credit card, or even a dog—have grown by 60% between 2015 and 2017. Brands that want to appeal to these demanding consumers should make sure that they can supply the right information at the right time in their browsing or searching experience.
120% mobile search growth for “same-day shipping.” 150% growth for travel-related searches for “today” and “tonight.” A whopping 300% growth for “open now.” Today’s consumers don’t have the time to wait—Domino’s Chief Digital Officer, Dennis Maloney, described them as “impatient” and their standards as “unforgiving”—so brands need to make sure they can always provide the most up-to-date information and satisfy customers’ demands as soon as possible.