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“Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.”*

According to Think with Google, mobile-driven consumer behaviour is shaped by 3 key aspects:

1. Immediate action

With a smartphone in our hands, we are able to act immediately whenever we feel inspired to learn, find, do or buy something.

2. Demand for relevance

The immediacy of acting in the moment means that we expect answers quickly. This means that brands need to be present with useful and relevant information that speaks directly to the consumer’s requirements.

3. Loyal to needs

It is in these micro-moments that decisions are made and preferences formed. As Google says, “Ultimately, the brands that do the best job of addressing our needs in each moment will win.”

*Quotation from Think with Google

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