Prompt action, immediate satisfaction, impulsiveness: this is how Lisa Gevelber, Vice President Marketing of Google for America, has described the attitude and behaviour of people who grab their smartphones and need to make a decision . Thanks to mobile technology, indeed, users have got accustomed to gather information, purchase stuff and act out of a whim and brands have changed accordingly, trying to provide them experiences matching such new exigencies and requirements.
This is a growing trend, to the point that Google has started analyzing research data to provide some directions to marketers about the expectations of those 3 out of 4 users who use their phones to satisfy their own needs. Read it in Italian.
The first data emerged is that the search for the phrase “open now” has tripled over the past two years. Users look for shops and services classified as “open now” in two different situations: when they have some free time and when they need to urgently find a doctor or a pharmacy not too far from where they are. Which means that when it comes to make a fast decision, urgency prevail on the geographical coordinates.
Another relevant piece of information identified by the Big G tells us something about deliveries: people searching for “shipped on the same day” have increased by 120% from 2015 to today, with a clear preference for goods to be delivered in the morning. Such data, along with what said before, reconfirms the need for immediacy which characterized the behaviors of smartphone users, who are more and more prone to last-minute decisions.
Indeed, searches for 1 day trips made on the very same day have increased as well, (+150%), and the key words are “travel today”, “today’s flights” and “hotels tonight”.
Google has also identified the typical behavior of the average mobile users: 53% of them immediately abandon websites which take over 3 seconds to load, and every extra second of delay leads to a further loss of users by 12%. Considering that the average loading time of a website on a standard smartphone amounts in 22 seconds, vendors should modify and implement their websites unless they are ready to lose a lot of viewers.
In order to check the promptness of a digital mobile space, Google has created an ad hoc webpage called Test My Site which is extremely user friendly: you just need to enter the site url and you can check its speed, quality and the possible number of lost users, in addition to receiving some advice concerning the procedures to adopt to enhance its performance.
Lisa Gevelber’s conclusions are therefore quite predictable: nowadays consumers’ expectations are higher than ever before and they are after the “here and now” when it comes to their on the go online experience. Brands and vendors should be aware of this and should face this serious but fruitful challenge (especially in terms of business and revenues!).
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