How would you describe your relationship with your mobile phone? What role does it play in your life?
People posed with this question gave out varied replies like “it is attached to my hip“, “an affordable butler“, “literally my lifeline.“ These days, smartphones are like little genies!
This is how millennials have been using their smartphones.
Now why is that? Because this little device that we keep by our sides all the time is transforming the way we live our lives. We may not notice this transformation actively, but it is still happening.
Take this as an example.
A busy mother must find the nearest coffee shop to grab breakfast on her way to the office. She uses her smartphone app to place her order and picks up the item along the way, saving her time.
During lunch hour, she recalls that her son’s school is starting tomorrow and that she needs to locate a store that stocks her son’s shoe size in Nike’s new sneaker range. The busy mother looks for local businesses on Google and drops by the specific shop to buy him a pair.
While playing with her son in the evening at the park, she wishes to take a wide-angle picture with her new camera. However, there is no time or desire to go through the voluminous camera manual. She quickly searches for a video tutorial on YouTube, follows similar steps and gets the job done.
Introducing micro-moments
Imagine what would have happened if the busy mom in the above example didn’t have a smartphone which could help with those tasks. These tasks would have taken the better part of her day.
Three governing emotions were in play when she was using her smartphone to assist in these tasks; urgency, intent, and engagement.
Google calls such instances micro-moments. In the company’s own words,
What micro-moments have got to do with retail
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