What are micro-moments and why are they crucial to marketing strategy?

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Google's definition of micro-moments
Micromoments are short moments in which a user, usually using a smartphone , makes quick purchasing or informational decisions. Google distinguishes them as moments when a consumer reaches for a smartphone to get answers to pressing questions , find a location, make a purchase or check product information. In these key moments, seconds matter – what counts is the speed of access to information and valuable content .

How does a user reach for their smartphone at crucial moments?
Smartphones have become the center of quick decisions:

61% of users make impulsive purchasing decisions after researching chinese overseas british database a product on their phone.
Micro-moments are the time when a user enters queries into the Google search engine , looks for answers to questions or information about a product on social media.
Examples of activities:

“I want to know” – the user is looking for information about a new product.
“I want to do” – reaches for a guide or tutorial.
“I want to buy” – immediate shopping , often in e-commerce .
“I want to go” – quick search for local shops or services.
Examples of micro-moments in practice
Examples of everyday micro-moments .