As mobile’s share of web sessions has increased 20 percent in the past year, the time spent per visit has fallen by 18 percent, according to the company. Users dart on and dart off their phones to find information, but Google also says that mobile conversion rates have also increased by 29 percent, aggregated Google Analytics data shows.The challenge for AFA members and their brands, is to be visible in the moments whenever their target consumers choose to pick up their phones during their decision making.

We recommend AFA members look at Google’s new website Micro-Moments which houses the insights it is collecting on consumers’ mobile behaviour — 82 percent of smartphone users research products on their phones when making in-store purchases — and to help marketers understand the opportunities and challenges of meeting consumers in these moments with relevant messages.