Winning Omni-Channel Shoppers in Thier Micro Moments. 

Good read on those, “micro-moments—intent-driven I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments.” 

Considering the explosion of smartphone ownership and the increasingly easy mobile online purchasing experience, it’s no wonder that the impetus to purchase in a micro-moment is a natural habit.  
 https://www.thinkwithgoogle.com/articles/winning-omni-channel-shoppers-micro-moments.html