Micro-Moments - What Are They and Why Should I Care?

If you are interested in customer behaviour, online user journeys and how these affect your brand, read on…

By Shelley Grierson

A Micro-Moment, like anything tech-related, has an emerging and evolving definition. Essentially, any moment where an online user makes a decision, or develops a preference toward a brand, is known as a Micro-Moment. People are increasingly connected. We are also increasingly likely to look to our device in order to satisfy any need that may arise. Think of the last time you wanted to learn something new, research a topic, find an address or look for a recommended restaurant…...we all probably did so online. Essentially, most Micro-Moments are acting on a need that can be categorised as one of the following:

  1. Wanting to buy something
  2. Wanting to watch something
  3. Wanting to learn
  4. Wanting to do
  5. Wanting to discover

Now let’s put these moments into a measurable context.

Of leisure travellers who are smartphone users, 69% search for travel ideas during spare moments, like when they're standing in line or waiting for the subway. Nearly half of those travellers go on to book their choices through an entirely separate channel.


Of smartphone users, 91% look up information on their smartphones while in the middle of a task.

Of smartphone users, 82% consult their phones while they're standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.

Of online consumers, 69% agree that the quality, timing, or relevance of a company's message influences their perception of a brand [1]


In other words, Micro-Moments are now accounting for huge online spend when it comes to these immediate purchasing decisions. So what can you do to maximise on these moments?

Instead of looking at your website and working backwards, put yourself in the shoes of your potential customers. What needs do they have, and what solutions are they seeking? Can you align with any of these, and optimise your website to offer this solution? Then start to think about how you can refine the overall experience for that user, once they enter your sales funnel by engaging with your site, or brand. What aspects of your current solution could be better?

About the Author

Shelley Grierson is a Digital Marketing enthusiast, based in the UK. Shelley is Director of Marketing at Space Between.

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