This article was originally published on Think with Google.

Here, we share five insights into how brands can connect meaningfully with people in real time, in all of their micro-moments.

Smartphone shopping has reached some remarkable new milestones. Mobile shopping-related searches increased 120% in the last year, a review of Google data shows.(1)

With this growth, retailers are finding that mobile plays a critical role in driving shoppers in-store.

Shoppers now reach for their smartphones in every kind of micro-moment, from I-want-to-know to I-want-to-buy (and crucially, I-want-to-buy-again) moments.