thinkwithgoogle.com/canada ... Before leaving the house, Canadian smartphone ... 80% of mobile searches happen where a c
The 4 Moments Redefining How Canadians Shop Consumer behaviour and expectations have forever changed. With powerful phones in our pockets, we do more than just check the time, text a spouse, or catch up with friends. Before leaving the house, Canadian smartphone users check for their phones (and keys!) more than they do other things such as their wallets or jackets.¹ We turn to our phones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments that decisions are made and preferences are shaped.
80% of mobile searches happen where a computer is also available.²
I-want-to-know moments
I-want-to-go moments
7 in 10
2X
64%
Canadian smartphone users say they use their phones to look up information more now than a few years ago.³
of Canadian smartphone users reach for their phones to look up something that was said in conversation.⁴
I-want-to-do moments
I-want-to-buy moments
increase in “near me” search interest in the past year.5
91%
of Canadian smartphone users use their phones for ideas while doing a task.7
70%
83%
65%
48%
of “how-to” content watched on YouTube this year was on a smartphone or tablet.8
of Canadian smartphone users turn to a search engine when looking for a local business.6
of Canadian smartphone users consult their phones while in a store.9
of Canadian smartphone users say they make quicker purchase decisions now because they do research on their phones.10
Sources 1 2 3 4 5
Google Consumer Surveys, Canada, Online Population, July 2015, n=1072. Canadian Mobile Search Moments Study, Nielsen and Google, April 2015. Google Consumer Surveys, Canada, Online Population, June 2015, n=698. Google Consumer Surveys, Canada Online Population, n=666. Google Trends, Canada, March 2015 vs. March 2014.
6 7 8
The Consumer Barometer Survey 2014/2015, Canada, n=884, based on internet users. Google Consumer Surveys, Canada, Online Population, June 2015, n=620. Google Data, 2015, North America. Classification as a "how to" video was based on public data such as headlines, tags, etc., and may not account for every "how to" instructional video available on YouTube. 9 Google Consumer Surveys, Canada Online Population, July 2015, n=1012. 10 Google Consumer Surveys, Canada Online Population, June 2015 n=698.
thinkwithgoogle.com/canada
