Life is lived in moments. And today, so many of these moments are mobile – whether we’re enjoying a new playlist, sharing a vacation photo with family, or checking in on what our friends are up to. But there are other types of moments: the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. When we act on a specific intent and expect an immediate answer. They happen all the time and all along the consumer decision journey. And these moments are becoming the new battleground for brands – where hearts, minds and dollars are won. At Google we call these “micro-moments”. Over the coming months we’ll be unveiling research and insights into this game-changing shift.