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a guide to consumer experience online

A Guide to Consumer Experience Online

Up until a few years back, it would take a while before a shopper made a decision on which brand to buy along the aisles of a grocery store or supermarket. But as the years went by, technology gifted us with exciting innovations. Mobile phones became more powerful than ever. From having a mobile phone with the singular functionality of doing voice calls, the mobile phone developed into an all-in-one device that more or less had the same capabilities as a personal computer. It became faster and more efficient and allowed people to have technology readily available in their pockets.

This advancement in technology has, in response, led to changes in behavior. Research shows that the current global population spent an average of 6 hours and 42 minutes online. Currently, in the Philippines, the average time being spent online is 10 hours and 2 minutes. This actually makes us one of the countries with the longest Internet activity. In which, various businesses, like you, can take advantage of.

Human Attention Span Is Getting Shorter Than Ever

In a study made by Microsoft two years back, it was revealed that the average human attention span is at eight-seconds, making it shorter than the attention span of a goldfish at nine (9) seconds. This only means that your message and idea should come out clearly to viewers in eight seconds or less!

New statistics from Google also revealed that you only have six (6) to eight (8) seconds to get online audiences’ attention. Whether we like it or not, the realities of user experience all happen within an average moment of 8 seconds – what Google calls micro-moments.

What are micro-moments?

Micro-moments are the collective activities and experiences of people online. It is the usual things we look at or search for online. And usually, these moments are so short, menial, and unnoticeable – and yet collectively an indication of our total online experience.

When we search for something and can’t seem to find it in a snap of a finger, ultimately we shift to different search terms or a different application or browser just find what we need to know NOW. This is a perfect example of micro-moments.

New Consumer Reality

Micro-moments are the new consumer reality. Consumers rely on their smartphones to make pre-purchase validations even before making an actual purchase whether it be online or offline.

In between those micro-moments online, within those quick tapping of their phones, and impatient waiting for seconds, a business has to be there with them – a brand has to be able to show them the things they need to get quickly.

Do you need to adapt to this new reality?

The quick answer: YES! The economy of mobile and consumer experience requires businesses to always be on their toes especially when it comes to improving their customer’s purchase journey and experience.

Why? Because in this day and age, consumer experience is one of the most shared experiences online. Great experiences spread like a heart-warming story – the type people will love. Bad experiences, on the other hand, spread like a wild-fire that turn everything in its path into ashes. In short, customer experiences shared online about your brand can either make or break your business.

These experiences are the online consumer micro-moments that brands and businesses should give importance to. These moments sandwiched in eight (8) seconds have gained the power to change the course of how some leaders run their businesses.


Are you ready to change the way you run your business? Let iManila help you make consumer-based strategies to enhance your business’s marketing. Learn more about our digital marketing services by clicking the link below.


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