This Photo by Unknown Author is licensed under CC BY-NC-ND
• The Digital Revolution has opened up new opportunities to boost the
economy and empower costumers as never before. Access to information
and content is potentially on offer at any time, anywhere and on any device.
• Digital technologies are part of many people’s lives in Europe and other
advanced economies and are represented by a complex combination of
software, hardware, social networks and Internet access.
• The Digital Revolution began between the late 1950’s and 1970’s with the
development of technology from mechanical and analog to digital. Starting
with governments, military forces and organization using computers, to
computers for personal use for household, computer production to films,
ATMs to banks to the 21st century when the internet was made available to
the public when the cell phones were a common possession, the Digital
Revolution has resulted in a broad social impacts and lifestyle changes.
This Photo by Unknown Author is licensed
• The Digital Revolution has changed people lives , bringing both positive and
negative aspects. The technological environment is shaping our destiny, with
its wonders ( robotic surgery, antibiotics, smartphones and internet) ant its
horrors (nuclear missiles and assault rifles).
• Countries , companies, social organizations and families are enhancing their
use of technology hoping it will help them stay competitive in the race to
• Technology is everywhere, it is there when we do our shopping, when we
buy books, book holidays, when we stay in touch with family and friends
and listen to the music we like.
• The development of Digital Technologies has massively affected the world
of communication with most businesses depending on technology for
communication. Communication is easier and more dynamic and allows
small businesses to better compete with larger organizations.
• As already stated technology make it easier to stay in touch but too
many people are now questioning if the technology make us lonely. And
if this true is rely the technology to blame or is only time to find a
balance and use the technology and proficient way but still focus on
people and face to face conversations?
https://www.youtube.com/watch?v=oKQ03sr6ryo [available online]
• Part of the older generation rejects digital technologies due to fears and
concerns; the fear of social isolation, of cyberbullying and the lack of
confidence in how to use online tools are amongst the main reason with
the strong sense of social responsibility being at the top.
• Internet plays a pivotal role in the way with connect with each other;
taking the internet from desktop to mobile devices allows people
around the world to connect, to shop online, search for discounts,
compare products, find events that appeal to them and their location in
effective time without disrupting the every day life.
https://www.youtube.com/watch?v=u43zr_7Y0ts [available online]
ACCESS TO INTERNET
• October 29th 1969 the first message was sent between two distant
ARPANET computers; 20 years later March 1989 Tim Bernes-Lee
invented the World Wide Web a system for posting and accessing
information. The Internet was popularised with the launch of MOSAIC in
April 1993, was the first time when the internet was taken out from the
lab into the home.
• “Internet is mostly about communication and access to information.
The Internet and the World Wide Web serve as a substrate and
technical basis for personal communication and access to information.”
( James E. McClellan lll, Harold Dom, 2015)
• People around the glob have instant access to Internet. With a click of
mouse information are available instantaneously. With computers and
new mobile devices the Internet has become a platform for
entertainment of every variety : music , video gaming and all kinds of
video clips are available to be accessed at any time.
ACCESS TO INTERNET
• The social life to a certain degree has been transferred to the Web.
Applications such as Facebook (connections between families, friends and
communities), Twitter, Skype (for instantaneous face-to-face
communication), Instagram and Snapchat ( new ways to share our lives
with others), dating sites ( bring people together),YouTube, Tumblr and
Reddit ( used as sources of information for schools or other referencing
• The internet has also emerged as a new global marketplace and has
definitely changed the way to run a business. Has made the whole world a
single marketplace and offers businesses huge opportunities for
ACCESS TO INTERNET
• The Internet has become pervasive in many aspects of people’s lives. Internet usage continues
to grow across all age groups with the Internet youngest users feeling more at home in the
cyberspace . How frequently one uses the Internet for different activities varies by age. Younger
users are more likely to pay bills online, budget personal finances, check news and instant
• Sending and receiving e-mails, travel plans, finding medical advice are done about the same
percentage in all age groups.
• Based on the demographics factors was found that the daily Internet use can vary; man are
more likely to use the Internet than women and the rural dwellers less likely than suburbans and
ACCESS TO INTERNET
UK Internet penetration continues to raise with London and the South East of
UK having the highest internet access. Access to Internet varies depending oh
household composition; 98% of households with children had an internet
connection in 2017.
India has a very low internet penetration with the language being the key barrier
in adopting more online services. Nearly 70% of Indians consider English digital
content not reliable. Nearly one in five Indians are unbanked and those who
have an account are worried of online frauds.
• Today any device can be web-enabled once equipped with appropriate
connectivity(WiFi,3G,4G). Connectivity to a device is easier and cheaper due
to Android expansion and lower cost of hardware components.
• Desktop computers are for many people the most obvious way to access the
internet. The mobile browsing emerged with limited capabilities of mobile
operating system, currently there are touch operating mobile browsers that
offer experiences comparable to desktop browsing. Tablets, Smart TVs, Game
Consoles, Wristwatches, Ebook Readers, Digital Cameras, Cars, Home
Appliances, Smart Glasses are all devices web-enabled that allows people to
• SMARTPHONES are becoming an essential tool for navigating daily life. There is a growing reliance on smartphones as mobile internet becomes more accessible
and the smartphone is able to fulfil the role of various other devices.
• The use of smartphones has increased between adults people, as they are more likely to use a mobile phone than a computer. There has been also an increase in
people going online via tablets and streaming media players.
tablets streaming media players
• Although the smartphone is valued for its flexibility
there are certain activities people prefer not to do on a
smartphone such as watching the TV or doing
• Perceptions, beliefs and attitudes are character
variables that might influence online behaviour and
shape the individual’s intention to use the internet
The new 2018 GLOBAL DIGITAL suite of reports from WE ARE SOCIAL and HOTSUITE
reveals that Smartphones are the preferred choice for going online, accounting for
greater share of web traffic than all other digital devices combined. People now spend
7 times longer using mobile apps than mobile web browser, with almost 1 million
people staring using social media every year, 11 new users every second. Mobile data
connection are getting faster over the world bur there are still significant differences in
mobile connection speed over the world; mobile connection speed increased by more
than 30% over the past year.
number of internet users
number of social media users
number of mobile phone users
2017-2018 GLOBAL DIGITAL REPORTS FROM WE ARE SOCIAL AND
HOOTSUITE ( NUMBERS OF USERS IN BILLIONS)
number of internet users number of social media users number of mobile phone users total population
CONSUMER SEARCH FOR INFORMATION
• Out shopping or on vacation people are looking for shops, restaurants or things to do
• Consumers use Google’s Product Search to choose and buy a product based on
availability, distance and price.
• The degree to which avail themselves to information via internet before making a
purchase is astounding. As the digital word evolves, the consumer path-purchase has
become anything but straightforward. (Fulgoni 2014)
• Mobile devices facilitates the interaction with products in physical stores;
Showrooming is becoming very popular-shoppers visit the store to touch and feel
actual products but they complete the path-purchase buying online
• The internet is a disruptive technological and its impact on retailing has been
profound and as a result many businesses are changing the channel they use to sale
their goods and services. .(Chaffey and Chadwick 2016)
CONSUMER SEARCH FOR INFORMATION
• Britain is addicted to internet with 99% of young Britons aged 16-35
being internet users. However more than 1 million people in Britain are
excluded or face challenges in engaging in normal online activities
because they live in remote rural areas not linked with high speed
broadband as found by the Oxford Internet Institute with the dot.rural
RCUK Digital Economy Research Hub at the university of Aberdeen in
The Study “Two Speed Britain: Rural Internet Uses”
• The Consumer Barometer Survey 2014/2015 states that 58% of
shoppers firs become aware of the product they want to buy whikle
conducting research online via websites or apps; 55% compare their
• Places such as Guatemala, Honduras, Nicaragua, Senegal, El Savador,
Mali, Ghana have a user penetration rate of less than 20% due to a lack
• Romania rival s Japan and South Korea which are the front-runners in
global internet speed. The International Telecommunications Union
report says that Romania’s fast internet can be attributed to the unique
phenomenon of neighborhood.
CONSUMER SEARC FOR INFORMATION
The report “ Digital in 2017” a joint annual effort by Hootsuite( platform for
managing social media) and We Are Social ( social media agency) shows that more
than 3 in 4 Singaporeans now use social media.
About 67% of the households in Colombia have access to the internet with 26
% using the internet for transactions and 22% for knowledge. Of the residents
with no access to internet 48% can’t afford while 26% do not consider it
CONSUMER BUYING ONLINE
• Amazon is considered the giant of online shopping; Amazon has evolved
from a small bookstore to a mammoth internet presence. eBay has grown
into the world largest auction site and Etsy promotes talented artisans from
around the world. Overstoke.com is mostly centered on home goods and
women’s apparels. Zappos originally started with only shoes but now the
site offers all sorts of items. These are few of most popular and visited
shopping sites. Shopping online is constantly increasing, more and more
people enjoy the convenience of shopping online taking advantages of
bargains and discounts from favourite brock –and -mortar stores or from
stores that exist solely online.
• Researches from Cowen and Company are done on monthly basis on 2500
US consumers to identify what people are buying online. With the books
remaining the most popular category for Amazon in February 2015 there
was an increase in sales in Cosmetics and Fragrance, Vitamins and food
supplements, Personal Care Products, Electronics and different other items.
CONSUMER BUYING ONLINE
• Many of us are turning to the online space and digital platforms to conduct research about products and services prior to making
a purchase decision.
• People are willing to pay for :
b) admiration, acceptance and approval
c) for more time
f) chances to exercise the passion
• There is an app for everything, people can search and buy products and services at any
time and anywhere.
• The SitOrSquat is a bathroom finder application for iPhone and other devices
indexes. The app is supported by Charmin and American most popular toilet
paper and includes nearly 100 000public restrooms geolocated and rated for
cleanliness. The App works at its best in New York but there cities like
Helsinky with only four loos listed. ( The New Rules of Marketing & PR, David
Meerman Scott, fourth edition-2013, page 241)
CONSUMER BUYING ONLINE
• This is Money is a Free App to help cut costs and switch
to a best deal in choosing the best Energy Provider.
There are also Apps to help save time and money such
as Splitwise to split bills and keep track of who’s paid
what ( for group holiday makers, when going out for
drinks and food with different people), Triplog an
automatic mileage app that enables people to track
their mileage, expenses and show the route on a map( a
great tool for those who drive a company car a need
write reports), CubeAnywhere aimed at the business
orientated crowd- the App gives the ability to keep track
of different projects and cost involved with useful
• Every second, a million minutes or almost 17,000 hours will cross the network by 2021
according to Cisco.
• The amount of video will move across the internet ,in just one second , could require 2
years of someone’s life, 2 years of doing nothing including sleeping.
• The amount of video used is staggering and defines the way brands communicates with
costumers and how we communicate with one another.
• Animoto, an online video building platform believes that we shifted to a “ video first”
• Consumer want to watch but also produce video- VIDEO FIRST
• Square videos grow in popularity and get more engagement then horizontal video
according to Animoto –video marketing creates stronger costumer engagements.
ONLINE VIDEO CONSUMPTION
• The evolution of video marketing continues , consumers can step into the real world view and the fantastical experience that brands are creating.
• Projection Mapping technique used in EXPERIANTIAL MARKETING , is a technique that aims t dissolve the boundaries between the two worlds fantasy and reality.
With Projection Mapping a video is projected onto a 3D surface ; the technique is being used in product launches, opening events, industry conferences and
anywhere brands want to enthrall a captive audience.
• Live Video Streaming; Facebook Live, BeLive and Zoom are apps for beginners that make live streaming 100% accessible for every type of marketer. Is considered
to be an excellent way to connect with the costumers and to express the more human side of the brand. Amstel Radler’s live video is the first consumer-led
streaming on Facebook, OBS Studio and Wirecast are apps used by more experienced videographers.
• VR Video Marketing remains a largely unchartered , some steps have been taken by a few global brands such as Tesco and Heineken. With the VR, marketers have
to convince their audience to put a pair of glasses in order to step into the project environment.
• 360 Video –an immersive technology with 360 degree video content where the consumer can control the content when viewing. The 360 degree vide are likely to
become and important tool for engagement; Google has run its own test with 360- the click through rates are higher however is not readily viewed as a standard
ONLINE VIDEO CONSUMPTION
• 50% of the global viewership on YouTube come from mobile devices with millennials being
more focused while watching video on mobile then while viewing them on TV.
• A research done by Ipsos MediaCT shows that:
-people who view video in their phone are more likely to watch adds as those who view videos on
desktop computer or television.
-the choice to skip and ad is important to the mobile users but is better for the brands trying to
reach them too
• Consumers are reaching for their phones to look for answers and increasingly to watch videos.
• People use different screens for different reasons, including the type of video content. One in
three adults between ages 18 and 54 use their smartphone as their primary device for
watching online video.
ONLINE VIDEO CONSUMPTION
“ Ten years ago, most of what people experienced online was text. Now it’s photo . Soon more
and more of it will be videos” says Fidju Simo, Facebook’s director of products.
• 2014 Uk adults spent an average of two hours and 10 minutes browsing on their computer
against one hour and 13 minutes on their mobile; According to eMarketers , UK adults spend
one hour and 59 minutes on their mobiles. There has been an increase which is predicted to
continue as per eMarketers with a mobile surfing time of two hours and 14 minutes by 2019.
• The increase in digital video viewing along with an increase usage of messaging apps have
impacted the digital consumption behaviour.
• As predicted video viewing will help smartphones to pass computers for the first time this
year as the preferred way to access the web
• People are more connected than ever with increases access across many devices , especially
• Deloitte.co.uk learns that UK adults are watching video five times more on their smartphones
than they did five yeas ago. The leading format is short form video with 17% of smartphone
owners watch short videos or live posts or stories at least once a day and a further 23% do so
at least once a week.
• Long form video consumption is growing stronger but remains less frequent with a large base
of smartphone owners who have never watched TV programmes on their smartphones.
• Smartphone still not the screen of choice as it is likely to remain a fall-back option; among all
age groups the TV remains the preferred device for consuming long form Tv and video
Most users have both a smartphone and a computer in their home.
Computer are used fore more complicated projects or work, to watch
long TV contents and video. Since 2015 has been notice a slow decrease
in computer usage due to an increased smartphones and tablets
The smartphone is becoming the centre of our lives. Primary used for
either call or send a text but over the years the usage of the smartphones
has increased along with its multi-purpose usage ( photos, directions,
shopping, games, articles, music, research, online video, email and social
• Technology has increased the numbers of ways people can connect with brands; as the world changes is very important for business owners to shift trends based
on consumer behaviour.
• A recent report from GlobalWebIndex (GBI) explore the popular millennial audience and reveals information on demographics, brands attitude and perceptions
that make this consumers unique.
• Having internet access is common among all age groups but millennial consumers are more likely to use there mobiles to access the internet. According to GWI
68% of millennials chose their mobile as their most important device, with only 16% for laptop and 14% for desktop.
• Millennials use search engine to connect with brands and find information.
• Social media channels are the main sources for news, opinis and debate.
• Social networks are highly impactful for purchasing decision, 44% of millennials are using platforms as such Pinterest and Instagram
to research products and services.
• Millennials check their social media feeds more than news pages, they prefer reading news from friends than waiting for reports from television and radio.
• Millennial want to interact with products and services they buy; they follow brand on Facebook, Tweeter feeds and Instagram accounts. Social media bring
costumers closer to their favourite brands and make business owners to re-think their strategies.
• This is a digital revolution and the pace of change is unprecedented. As technology continues to advance the progress of other technologies continues
to advance and so on so on.
• There are predictions for a fourth digital revolution to occur due to emerging technologies. Tech giants like Google, Facebook and Apple invest in AI:
Facebook has successfully created technologies to identify people’s faces and robotic butlers are delivering rom service around the world. Every job in
industry will be impacted by machine learning. Ai and machine learning will be embedded into every day things like appliances, cars, sensors and
• While digital transformation presents enormous opportunity for businesses to growth it also present a greater risk for cybercrime with an effective
enterprise security to be more critical then ever.
• Organisations are connecting across industries to form DIGITAL ECOSYSTEMS; businesses will transcend geography, industry and language to create exponentially
more opportunities for digital enterprises.
• Over the coming years the digital leader will embrace a costumer-centric operation- 2009 Uber history of disrupting the entire market with the Uber’s costumer-
centric approach playing a great role in the company’s success. We are witnessing disruptive innovations and the possibilities for applications are unlimited.
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