In this chapter we consider some of the issues when customers experience time consciously as it occurs. Of course, from a marketing perspective, and particularly an experiential one, the primary concern for marketers, is how do we make this experience for customers the best it can possibly be and what are the challenges that make this more difficult in light of contemporary consumercontemporary consumer behaviour? This chapter also evaluates some of the contemporary consumer behaviours evident today, such as the prolific integration of mobile devices in experiential consumptionexperiential consumption and the impact thereof. Many, perhaps most, customers are connected to a mobile device most of the time which has implications in consumption with regard to distractiondistraction, absorption and multi-taskingmulti-tasking. Examples of consumption experiences where time is perceived as a moment of now are discussed before again considering the relationships and links between the four customer perceptions of temporality where customer perception of time as a moment of now is dominant.