With so many options, so many brands and so many products to choose from, decision making gets tough. How do we even begin to decide? No one wants to make the wrong choice. So naturally, what do we do? We seek advice from others. And as search data has shown, it turns out, no decision is too small.

When it comes to making larger purchase decisions – like buying a car or mountain bike – we usually turn to our friends or family members to weigh the options against their personal brand or product experiences. From there we’d look to our computers and explore the abundance of online resources to help us reach our ultimate decision. And these are big decisions. The initial research is important. If you don’t investigate your options, you could end up making a costly mistake.

So what about the smaller decisions we make daily? Like which shampoo brand to select while we’re browsing the options at our local pharmacy? Or which paper towel brand is going to be the most absorbent? These are examples of what most would describe as low-consideration decisions. But mobile has changed things. Having access to reviews and useful product information at our fingertips has turned us into careful and well-informed shoppers. It is now clear, with consumers researching a broader range of topics and purchase decisions, that no decision is too small. We are obsessed with doing our research and marketers need to be ready!

Google’s search data shows that mobile searches modified with the word “best,” like “best hair gel,” have grown by over 80% in the past two years. And these searches are occurring more often on low-consideration products than high-consideration products, showing that we aren’t ignoring the small stuff. Here are a few specific examples of best mobile search growth over the past two years as reported by Google:

• Best toothbrush – over 100% growth
• Best umbrellas – over 140% growth
• Best travel accessories – over 110% growth
• Best deodorants – over 60% growth

While having easily accessible brand and product information can help guide our purchase decisions, user reviews are what will ultimately lead to a brand’s coveted sale or untimely downfall. Before we settle on any decision, we first want to hear about the experiences of people just like us. Google has reported that mobile searches for product reviews have grown by over 35% in the past two years. In addition to that, YouTube videos with the word “review” in the title had more than 50,000 years of watch time on mobile devices alone.

This shift in how we make more commonplace decisions should excite marketers who work in traditionally low-consideration categories, since their marketing efforts, especially in mobile marketing, now play a huge role in driving consumers to purchase.