In many countries including the U.S., more Google searches take place on mobile devices than on computers. In fact, according to a Google Study, 82% of smartphone users turn to their phone to influence a purchase decision while in a store.

Source: Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users

Beating consumer tune out is all about being useful.

Today, consumers are increasingly suffering from information overload.  In the endless stream of tweets, texts, emails, news, interesting articles, stories in our  Facebook feed, constant sales pitches from vendors etc, customers have learned to tune out anything that does not satisfy their needs.  Thus, whenever a consumer goes online to research a product, they expect brands to be there, providing useful, relevant information in real time.

In a recent study on micro-moments, Google discovered that:

• 51% of smart device users have bought goods and services from a brand other than the one they intended because they found more useful information on its site.

• 73% of consumers say that the most important consideration when selecting a brand to buy from is whether the brand provides regular and useful information when they advertise.

• Only 9% of consumers will stay on a site if it does not satisfy their needs. The rest will just move on to a better site. Of the ones that move to a different site, 66% will take steps that may impact your brand negatively i.e.

• 40% will be less inclined to visit that particular app or site again.

• 28% will be less inclined to buy from that brand in future.

So how do you ensure that you are remaining useful to consumers at all times? Google found there were 4 key ways to be useful, influence consumers on their purchase journey and win their decisions:

1. Provide answers to questions your consumers are asking

Most people will go online to find more information about something they saw or heard on TV or in a magazine. These people are just curious and will generally prefer those brands that offer them useful, snackable content, as opposed to those brands strictly giving them a hard sell. If consumers can find all the answers to their questions on your app or site, then then consumers will be more inclined to buy from you.

2. Provide location-based solutions

Google found that 61% of smart phone users said that they were more likely to buy from a brand whose sites and apps provided customized information based on the location of the user. For example, the app could show the consumer a nearby store where the product they searched for is in stock.

3. Teach consumers to do something new

Google found in their study that there were I-want-to-do moments which are all about helping the consumer learn how to do something new. This year, more that 100 million hours of how-to content has been watched in North America alone. Google learned that 48% of consumers will be more inclined to buy from brands whose sites and apps include more instructional video content.

4. Make purchasing faster and easier

Google found that 58% of users are more likely to buy from brands whose sites and apps make purchasing faster and easier. Including online payment options like Google wallet instant buy or Paypal will go a long way to making it easier for consumers to buy from your brand.

In conclusion, in order for brands to win the hearts and minds of consumers, they have to be there, accessible on mobile and providing real-time, relevant solutions that take into account a customer’s needs as well as location.