Google’s Consumer Barometer Report (CBR) revels that smartphone penetration is increasing in Hungary.

According to the report, 85 percent of Hungarian consumers use the internet at least once a day. 69 percent go online using their computer, 50 percent do it with their smartphone and 16 percent connect with tablet. 51 percent of Hungarian internet users own a smartphone – in Europe this ratio is 61 percent – but smartphone’s penetration rate is 86 percent among Hungarian consumers younger than 25. Edina Heal, country manager of Google Hungary told our magazine that ‘the moment that matters’ is the moment when someone decides to use their smartphone to find an instant solution to their problem: this is the so-called micromoment when a retailer must be there with an offer, in order to sell their product which solves the user’s problem. Marketing messages need to be personalised and exciting to grab the consumer’s attention. When these very important moments are identified, the company has to create a website optimised for mobile where it is fun to browse and purchase, and relevant information can be found quickly – consumers leave those pages immediately which aren’t easy to navigate. It is also noteworthy that immediateness beats brand loyalty. What is more, two thirds of the Generation Y don’t believe in brands but in the information they find online.