An overview of how consumers use technology.

1. Consumers
Use of
Technology

2. Content
• Introduction
• Access to the Internet
• Digital devices used by audiences
• How customers search for information
• What consumers buy online
• Online video consumption
• Consumer trends
• Additional Thought
• Summary
• Reference List
Dean Clark
2

3. Jens Martensson
Introduction
Technologyhaschangedthewaywealllive.In
recentdecadestheprogressinvariousfieldshas
meantthatwenowhaveaccesstomore
informationatourfingertipsthananygeneration
previous.Assomanypartsoflifemoveonline,
internetaccessisnowconsideredessentialin
manypartsoftheworld.
Herewewilllookathowthishaseffected
consumerhabits,andhowconsumersusethe
availabletechnology.
3

4. Jens Martensson
Access to the
Internet
Global internet access has seen a sharp increase in recent years.
Since the year 2000 to 2023 internet access has risen by 1,355%
(Broadbandsearch.net, 2023)
The increase in internet usage shows no signs of slowing either.
“As of 2022, 93% of the US population use the internet, and 85% of
Americans use it every day. A further 31% say they’re online almost
constantly.
Overall, we can expect to see worldwide internet use continue to
grow. Countries like China and India are already adopting it in
mass, and Africa will likely soon follow.” (Zippia.com)
4
Fig 1. Broadbandsearch.net (2023) (graph)

5. Jens Martensson
Internet connection speeds have accelerated rapidly in
recent decades, and faster speeds allow the internet to play
a big part in daily life. The average dial-up internet speed
back in 1998 was just 56Kbps. “This tiny connection speed
meant that downloading a file could often become a time-
consuming process, and streaming music or video wasn’t
possible” (Plus.net)
The next leap forward came with the arrival of Broadband.
“Broadband breathed new life into the internet in the early
2000s by allowing the signal in one line to be split between
telephone and internet. This meant users could be online and
make phone calls at the same time. It was branded the
‘always on’ internet service.
It also came with much faster connection speeds, making it a
lot easier to browse the internet and download & send files”
(uswitch.com)
Fast forward to today, where full fibre connection speeds
allow us to stream TV & movies in 4k, work/meet remotely,
and shop directly from our sofa. The huge advances in
connection speeds have been instrumental in shaping the
way we live today.
5
Access to the
Internet
Fig 2. Statista.com (2023) Taylor P.

6. Jens Martensson
Digital Devices Used by Audiences
6
The internet began as something only a select few could
access, and has since gone on to become accessible on a
wide range of devices, available for all budgets. Desktop
PCs, laptops, smart TVs, tablets & games consoles to
name just a few.
Smartphones in particular have seen a monumental rise in
usage over recent years. Smartphones are now the
overwhelming device of choice for consumers when
accessing the internet.
According to recent data, mobile phones top the list of the
most popular electronics, worldwide. In 2023, almost all
(96.8%) consumers own a mobile phone. (Oberlo.com)
Fig 3. Oberlo.com (graph)

7. Jens Martensson
Digital Devices Used by Audiences
7
Today consumers have an assortment of choices when it
comes to technology. Perhaps the most telling sign that
consumers have fully embraced tech into their everyday
lives, is the rise of wearable devices.
“According to GlobalData, the wearable technology market
was worth nearly $27B in 2019 and is expected to grow by
24.6% each year between 2020 and 2024 to reach $156B”
(Medical Device Network 2022)
With access to personal health data, a user places great
trust in the device, and even follows the guidance and
advise that it might offer. Wearable devices allow
consumers to be connected 24/7, with access to emails,
messages and their favourite apps.
Fig 4. medicaldevice-network.com (image)

8. Jens Martensson
How Consumers Search For Information
8
A key part of the consumers decision making process is
searching for information about a product or service.
Consumers engage in both internal and external
information search and traditionally this might include
asking friends or relatives for recommendations. While this
is still an important step today, consumers now tend to
watch more reviews on platforms such as YouTube, or
reading reviews by other verified consumers.
Search engines have become a staple for consumers who
are looking to find information on almost anything from
online shopping to help with navigation. Google processes
over 8.5 billion searches every day according to
Oberlo.com.
The rise of search engines and Google in particular has
been a fast one too. “In 1998, Google was processing just
over 10,000 search queries per day. In comparison, by the
end of 2006, the same amount of searches was processed
by Google in a single second. So, in less than a decade,
Google went from becoming barely known to an integral
part of the everyday life of searchers, all around the world”
(Oberlo.com)
Fig 5. oberlo.com (image)

9. Jens Martensson
How Consumers Search For Information
9
With so much choice in the market for
consumers, sellers need to ensure that
they are making the most of every
customer interaction both in person or
online.
This chart shows a well organised
process that aims to engage with
consumers at every opportunity from
an online perspective.
Fig 6. Lucidchart.com (chart)

10. Jens Martensson
What Consumers Buy Online
10
There isn’t much left that cannot be purchased online, but
some category's are more popular than others.
In recent years it has become common place for
consumers to do their grocery shop, book their vacation, or
even purchase a new car online. The scale of online
commerce is huge, and the internet has now become one
of the most important marketplaces of all.
According to a recent study from the US, clothing has
become the most popular product for consumers to
purchase online. “59% of U.S. shoppers purchased
clothing online between Q2 2018 and Q2 2019. With
books, movies, music & games, shoes, and consumer
electronics falling close behind” (Bigcommerce.com)
Fig 7. Bigcommerce.com (image)

11. Jens Martensson
Online Video Consumption
11
With the rise of online streaming & social media outlets,
video consumption has seen a massive leap in popularity.
“streaming services such as Netflix, Hulu, and Amazon
Prime Video are becoming increasingly popular due to their
convenience and low cost compared to cable or satellite
television services.
This trend is to continue as more people gain access to the
internet and these platforms expand their original content
offerings.
We can expect an increase in user-generated content, as it
has become easier for everyday users to create and post
videos online, with platforms like YouTube, Vimeo, and
Twitch becoming the go-to destination for anyone wanting
to watch or upload videos.” (Kiran J. 2023 –
ReelinReel.com)
Fig 8. Hubspot.com (chart)

12. Jens Martensson
Online Video Consumption
12
Consumers are turning to video content more and more,
with short form videos being the preferred option. Social
media has become a source of news, entertainment and
shopping for many. “More consumers use social videos to
research a brand or product. Often, they make buying
decisions based on reviews and demonstrations they’ve
watched.
26% of users we surveyed use social video to learn about
a product. What’s more, 22% have shopped for products
via social video ads in the past three years and that
number is expected to continue growing.”
(Channelfactory.com 2022)
Fig 9. Techjury.com (chart)

13. Jens Martensson
Consumer Trends
13
Social shopping has seen a sharp rise with consumers of
all ages, and this trend shows no sign of slowing any time
soon.
Shoppers use social media as a trusted advisor in the
same way they’d tap Google or a friend’s recommendation
before buying something from a brick-and-mortar store or a
traditional e-commerce vendor. They might look for more
information about a company or product on Instagram or
Reddit as part of their buying process, or look into products
their existing network recommends.
Fig 10. Sproutsocial.com (chart)

14. Jens Martensson
Consumer Trends
14
Fig 11. Sproutsocial.com (chart)

15. Jens Martensson
Additional Thought - Is Internet
Access a Modern Human Right?
15
The Covid-19 pandemic highlighted the level of
dependence modern society has on internet
access. During lockdowns, the internet became
the only place to contact friends & family or
educate children. With bank locations closed,
online banking was the only way to access money
& it enabled businesses to keep running with a
large percentage of employees able to work
remotely.
So should access to the internet be a right for all?
Currently in the UK at least, this isn’t the case.
“the UK government should regard Internet
access as a basic right. Digital exclusion is a form
of social and political exclusion that no society
should tolerate” (Merten Reglitz 2020)
Fig 12. Birmingham.ac.uk (image)

16. Thank
You
Dean Clark
Consumers are more connected than ever
before thanks to modern technology. This
allows people to conduct more research and
make more informed decisions. Businesses
must adapt to consumer trends and the ever
growing need for a robust online presence, or
risk falling behind.
Advancements in technology show no signs
of slowing, with the rise of Artificial
Intelligence (AI) and the continued rise in
active internet users, consumers will likely
become more and more reliant on
technology, in all its forms, in their everyday
lives.

17. Jens Martensson
Broadbandsearch.net (2023) Available here:
https://www.broadbandsearch.net/blog/internet-
statistics#:~:text=2023%20General%20Internet%20Usage%20Statistics,-
With%20a%20current&text=From%20the%20year%202000%20to,the%20internet%2
0increased%20by%201%2C355%25. (Accessed 10th August 2023)
Flynn J (2023) Zippia. "How Many People Use The Internet? [2023]: 35 Facts
About Internet Usage In America And The World" Zippia.com. Available here:
https://www.zippia.com/advice/how-many-people-use-the-internet/ -
(Accessed 10th August 2023)
Lucidchart.com – Available here: https://www.lucidchart.com/blog/consumer-
decision-making-process - (accessed 17 August 2023)
Referenc
e List
Bigcommerce.com – Available here: https://www.bigcommerce.com/blog/online-
shopping-statistics/ (Accessed 17th August 2023)
Bump P (2023) – Hubspot.om – Available here:
https://blog.hubspot.com/marketing/how-video-consumption-is-
changing#:~:text=In%202023%2C%20people%20are%20watching,should%2
0be%20under%2060%20seconds. (Accessed 17th August 2023)
Kiran J (2023) – Available here: https://reelnreel.com/digital-video-
consumption/ (Accessed 18th August 2023)
Adavelli M (2023) Techjury.com – Available here:
https://techjury.net/blog/video-consumption-statistics/ (Accessed 18th August
2023)

18. Jens Martensson
Referenc
e List
Thompson p (2022) Medical Device Network – Available here:
https://www.medicaldevice-network.com/sponsored/the-rise-of-wearables-
the-future-of-the-mobile-health-market/ (accessed 16th August 2023)
Plus.net (2023) The History of the Internet – Available here:
https://www.plus.net/broadband/discover/history-of-the-internet/ - (accessed
16th August 2023)
Oberlo.com (2023) – Available here: https://www.oberlo.com/blog/google-
search-
statistics#:~:text=The%20latest%20data%20shows%20that,Internet%20Live
%20Stats%2C%202022). (Accessed on 17th August 2023)
Merten Reglitz (2020) – Available here: https://www.birmingham.ac.uk/news-
archive/2020/internet-access-is-a-necessity-not-a-luxury-it-should-be-a-basic-
right (Accessed 19th August 2023)
Sproutsocial.com (2022) – Available here:
https://sproutsocial.com/insights/data/social-shopping-2022/ (accessed 17th
August 2023)
Taylor P (2023) Statista.com – Available here:
https://www.statista.com/statistics/616210/average-internet-connection-
speed-in-the-us/ - (Last accessed on 16th August 2023)