As we head fast into 2018 one thing is clear when it comes to consumers and their search habits online: we’re officially in the era of the research-obsessed consumer. With the now common-place smartphone, people can get the answers they need to make the right purchase decision anywhere, anytime. This behaviour is backed up by the fact that mobile searches for “best” and “reviews” have grown hugely in the past two years.

  • The search for the word “best” and “reviews” have increased by 80% in the last two years

We’re not just talking about big ticket items here. Consumers are searching for smaller, almost everyday items like moisturisers and water bottles too. They’re using mobile devices for every purchase, regardless of category or price.

For example Google statistics have shown that:

  • 115% growth in “best” mobile searches for face lotion and moisturizers in the past two years.
  • 165% growth in “best” mobile searches for water bottles in the past two years.
  • 375% growth in “best” mobile searches for salt in the past two years.

Essentially, the overall thought that should be remembered and carried through to consumer marketing is…

No decision is too small”


Source:  Google data, US, Jan-Sept 2017 vs. Jan-Sept 2015