Google’s research has discovered that 82% of Smartphone users consult their phones on purchases they are about to make in a store. And 91% turn to their phone for ideas in the middle of a task. This is a very different consumer journey to the one we were accustomed to even a decade ago. Foot traffic has decreased in retail stores, but shoppers are spending more when they visit – because they’ve done their research and made decisions before walking through the door. A similar journey is taking place on the desktop or laptop. Consumers typically spend less time but convert more often and more quickly. Micro-moments are the footsteps which lead people to make a purchase.