Public Relations & Social Marketing Insight

Whether it’s to message to a friend, check the weather before leaving the house, scroll through Facebook on the bus to work, or upload a picture of that fantastic salad you made for lunch; we interact with our phones at many points over the course of the day. In fact, according to KPCB’s ‘Internet Trends Report’, we interact with our phones an astonishing 150 times a day.

At first glance, this number seems ludicrously high, but when Google’s research team paired this with another statistic from comScore that we spend a total of 177 minutes on our phone a day, they came to a believable conclusion: when we interact with our mobile, we only do so on average for a mere 1 minute and 10 seconds. These high intent, engaging bursts of digital activity in which we interact with our phone, are what Google has coined ‘micro-moments’.

So why do micro-moments matter to social media? To begin with, it’s important to understand how consumers are engaging with social media platforms; 79% now access social media through their phone, so any insight into consumer’s phone behaviour is relevant. More directly, micro-moments matter because they highlight some realities of social media for the vast majority of consumers, as well as some interesting repercussions:...

In what some observers are equating to the next evolution of marketing's "moment of truth," Google has come up with a new term, "micro-moments," to define how the omni-presence of mobile devices is redefining the consumer's journey.

In a new report, "Micro-Moments: Your Guide to Winning the Shift to Mobile," Google pointed to findings showing that over two-thirds of smartphone users check their phones within 15 minutes of waking up in the morning and that 87% always have their smartphone at their side — even while they sleep — as evidence of how mobile devices are "transforming our lives, whether we actively notice it or not."...