How People Meet Their Needs in I-Want-to-Do Moments

From learning how to tie a tie to finding the perfect recipe for homemade pasta, people constantly turn to their phones in I-want-to-do moments. These particular micro-moments are opportunities for brands to help people get things done. To understand better how people meet their needs, we asked 1,000 smartphone owners to keep a mobile diary. Here's what I-want-to-do moments look like:

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