“Google’s research was done prior to 2011 when smartphone adoption was relatively mild compared to where it is today. It’s reasonable to assume that ZMOT is even more pronounced in the consumer’s psyche in 2016.”
Back in 2011, Goggle published, “Winning the Zero Moment of Truth” making the case that consumers spend more time learning about products today than ever before. Today, it’s estimated that 70% of the buyer’s journey is complete before they ‘click’ to buy. In other words, consumers are doing a lot of the sales work for you; it’s up to you to be visible and efficient when they’re ready to buy.