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How audiences use technology and how it impacts consumers’ life

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How audiences use technology and how it impacts consumers’ life

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In this presentation I illustrate how consumers use technology and its impact on their lives by analyzing how the share of people who regularly has access to the internet has increased globally over the years, what are the most used devices to navigate and its implications, how customers look for information online, I will explore how online shopping has increased over the recent years and what are the preferred products added to the basket and why people chose it over shopping on site, I will analyze video consumption and the main consumers’ trend according to the mentioned areas.

In this presentation I illustrate how consumers use technology and its impact on their lives by analyzing how the share of people who regularly has access to the internet has increased globally over the years, what are the most used devices to navigate and its implications, how customers look for information online, I will explore how online shopping has increased over the recent years and what are the preferred products added to the basket and why people chose it over shopping on site, I will analyze video consumption and the main consumers’ trend according to the mentioned areas.

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How audiences use technology and how it impacts consumers’ life

  1. 1. How audiences use technology and how it impacts consumers’ life Federica Olivotto
  2. 2. Introduction In the following paragraphs I will illustrate how consumers use technology and its impact on their lives by analyzing how the share of people who regularly has access to the internet has increased globally over the years, what are the most used devices to navigate and its implications, how customers look for information online, I will explore how online shopping has increased over the recent years and what are the preferred products added to the basket and why people chose it over shopping on site, I will analyze video consumption and the main consumers’ trend according to the mentioned areas.
  3. 3. Access to the Internet Figure 1 Roser M, Ritchie H and Ortiz-Ospina E., 2015, Broadband subscriptions per 100 people, 1998 to 2019, graph Figure 1 (Roser M, Ritchie H and Ortiz- Ospina E., 2015) shows the share of population of different areas of the world using Internet. In 2018, people who globally have access to Internet in North America are 88,50%, 78,98% of Europe & Central Asia and 65,90% of Latin America and Caribbean areas. The graphic also shows the trend over the years: in 2000 43,88% of the North American population had access to Internet, 13,16% of Europeans and 5,61% of East Asia and Pacific. It is evident that the share of people who has access and use regularly internet has been growing (Roser M, Ritchie H and Ortiz-Ospina E., 2015).
  4. 4. Countries and mobile/broadband speed The access to internet can happen via mobile phone or via broadband network (Visualcapitalist, 2021). As figure 2 shows (Statista, 2022), the top 3 countries with the highest internet mobile speed are UAE, South Corea and Quatar (Statista, 2022) It is interesting noticing that high share of internet access does not implies necessarily a higher mobile speed: countries which belongs to areas where a lower share of population using Internet may benefit of a very high mobile speed. Fastest mobile speed is linked to investments (Visualcapitalist, 2021) Figure 2 Statista, 2022, Countries with the fastest average mobile internet speeds as of October 2021, graph
  5. 5. Figure 3 Cable, 2022, The fastest and slowest countries in the world for broadband speed, graph Countries with the fastest broadband speed are Jersey, Liechtenstein and Iceland. These countries are small and wealthy, therefore investments to improve the broad speed networks are probably more possible than bigger countries or countries with less investment capabilities (Cable, 2022). The countries whit the lowest internet speed are in the sub-Saharan Africa and Near East (Cable, 2022).. In this case, low use of internet in Sub-Samarian Africa coincides with low broadband speed. From the data above, it is advisable to believe that a slower internet connection may be one of the causes of a limited access to internet.
  6. 6. Digital devices used by audiences According to a survey conducted in 2020 in the UK, 2,419 respondents declared that the most used devices to access internet are their mobile phone, their laptop and Ipad/tablet (Statista, 2020). This data are confirmed by Perficient (2021) which conducted a similar survey in the USA: in 2020, 61% visits of websites comes from mobile phones - 55,79% in 2016 (Perficient 2017). Figura 6 nd, Iphone Figura 4 Nd, laptop, photo Figure 5 Nd, Ipad, photo
  7. 7. Time spent on a website in relation to the device Thanks to figure 7 (Perficient, 2021), it is also interesting noticing that the amount of time spent on a website changes according to the device used. The user spends more time on-line if navigating from a desktop and less time with the mobile phone (Perficient, 2021). Marketers have to take into account this data because they influence the purchase process, the length of a text or a video. Figura 7 Perficient, 2021, Us vs. Global Average Time on Side in Seconds, graph
  8. 8. Relation between content and device As shown in figure 8 (Perficient, 2021), the content searched on-line usually implies the choice of a specific device: mobile or desktop. For example: news, shopping, information about food and drink and people and society are accessed with mobile phone, while information related to business and industry, computer and electronics, job and education and science are accessed with desktop (Perficient, 2021). Given that navigating with a desktop or with a mobile is a different experience, marketers should take into account the contents and the sector when designing a website or creating contents. Figure 8 Perficient, 2021, Percentage of US and Global Desktop Visits in 2020, graph
  9. 9. How customers search for information Nowadays, customers are not only passive viewers of the advertisements, but they actively look for information to start their purchase process. 81% of people ask information to friend and family before buying something, because they are looking for the “social proof” to minimize mistakes (Oberlo, 2021). 89% of people use a search engine to research for information before buying a product (Vividfish, 2017 – UK Government - 2017). Users also use: • price comparison websites; • marketplaces websites (e.g. Amazon); • specialized websites (Booking.com); • social networks; • search directly in the company’s website (UK Government, 2017). Reviews are also important to collect information and take a decision: in the USA, 77% of on-line buyers take into account an on-line review (like videos, see figure 9) to help them taking a decision (Heliyon, 2020) Figura 9 nd, youtube product review, photo
  10. 10. What consumers buy online According to a survey conducted in 2018, the top-three products and services bought on- line are: • travel holiday accommodations; • household goods; • tickets for events. According to the graphic (Figure 10, Optimonster, 2022) is also evident that woman are more interested in buying on-line food, clothes books and medicines than men, and men tend to buy on-line travel and holiday accommodations, households goods, tickets, films and music and computer/technologies more than women (Optinmonster, 2022). Figura 10 Optinmonster, 2022, Shopping on-line, Men vs Women, graph
  11. 11. Shopping trend Figure 11 (Oberlo, 2022) shows that the quantity of people who shop on line has almost doubled since 2014, and 27.2% of the world’s population shop on-line (Oberlo, 2021). Figure 11 Oberlo, 2022, How many people shop on line?, graph
  12. 12. On-line shopping reasons Younger people shop more on line than older people: 38% of online shoppers in the USA are aged below 35 (Oberlo, 2021). Considering that people research on-line before buying a product leads inevitably to more on- line purchases than in store (Oberlo, 2021). Indeed, figure 12 (Oberlo, 2022) sums up the results the survey conducted by Globalwebindex: users appreciate shopping on line because: - free delivery; - discounts; - review from other customers'; - easy return policies; - easy/quick checkout processes Oberlo, 2021). Figure 12 Oberlo, 2022, Top Reasons People Shop On line (2020), graph
  13. 13. Online video consumption Figura 13 Limelight,2020, How many total hours of video content do you watch on line each week, graph Figure 13 (Limelight, 2020) shows that video consumption is growing over the time: nearly 8hs a week is the average time per week spent globally to watch video content. From to 2016 to 2020, the average h pw are almost doubled across all ages (Limelight, 2021).
  14. 14. On-line videos vs broadcast videos In some countries, consumption of videos is higher than broadcasted videos, above for people aged between 18 and 45 ears old as shown in figure 14 (Limelight, 2020). This demonstrates that on-line videos can represent an important marketing tool. Figure 14 Limelight, 2020, How many total hours of video content do you watch online and on broadcast, cable or satellite TV each week, graph
  15. 15. The most popular video contents Services on-demand are the primary reason why users spend time watching videos, above all because of the recent pandemic which forced us to spend more time at home than ever before. Other reasons for video consuming are: social medias, watching news, sports, online chatting or video conferences and online learning hours. User-created videos are also an important content and YouTube platform still dominates over Facebook, Instagram and TikTok (Limelight 2021). Figura 15 Nd, Netflix, photo
  16. 16. Videos for promotional purposes Not only entertainment videos: people use videos to learn more about a particular product and/or service before purchasing (Oberlo, 2021): 54% of consumers declared that they want to see more videos from a brand they like. This makes videos an important and powerful marketing tool for companies. 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Oberlo, 2021). Figura 16 Oberlo, 2022, Demand for Video Content is Increasing, picture
  17. 17. Consumer trends • Subscription to on-demand services is very popular nowadays: in 2020, it was registered a global + 50% subscriptions compared to 2018, among young people more than older people. This is due to the necessity of spending more time at home due to the pandemic, beside the fact that the contents are interesting (Limelight, 2020) • The pandemic forced us at home and we are now more willing to buy on-line than in the past a variety of products. Companies worked on trust fast and cheap deliveries and favorable return policies to foster online shopping (Oberlo, 2021). • The mobile is our primary device with which we access internet, therefore users prefer accessing to short textual or video contents. Video is the preferred content over text, however people prefer watch less than 1 minute-long videos (Colormatics, 2020). Platform like Tik Tok which offer short videos are now very popular: in 2020, Tik Tok saw an increase of user of 800% compared to 2018 (CNBC, 2020) • after Google, YouTube is the second most popular search engine (Oberlo, 2022) and compared to 2017, YouTube users almost doubled (Omnicoreagency, 2022). The research “how to” is increasing 70% year over year (Oberlo, 2022). Users find videos about products uploaded by business (62% of business use YouTube)
  18. 18. (Oberlo, 2022), and product reviews which are very accounted and help them to decide which product to buy. Influencer play an important role in the market fostering or not the purchase: indeed, 8 out 10 people declared that they purchased an item after a recommendation by an influencer (Oberlo, 2022) • Booking an holiday and all relative services is easier than before thanks to platform like Booking, Air B&B, Skyscanner which offer free cancellation on hotels, last minute offers, price comparison... These platforms have revolutionized the purchase system related of tourism sector, dropping to 24% the share of people who turn to agencies to book a holiday and/or related services (Condoferries, 2020), but the number of people who buy a last minute stay increased: in the last 5 years, travel-related searches with terms like “today” or “tonight” increased by 519% (Stratosjets, 2022) • The blooming of the Internet of Things (IoT): the relation between machine-machine through the interconnection among our devices and cars, home appliance, health trackers… (Pewresearch, 2017). In 2021, 10 billion IoT devices were active but over 25 billion are estimated to be by 2030 (Dataprot, 2022).
  19. 19. Summary To summarize, the share of people who now have access to the Internet is increasing year by year. This implies a connection among devices and among people, with a high amount of data transferred through mobile and broadband networks which are being constantly improved to grant a faster service, which is what consumers expect. Given that consumers are getting used to spending more time at home than before, they are getting used to benefitting from technology in order to have products delivered directly to their doors or watching entertainment products without going to the cinema or theater and/or in some cases even preferring them to broadcast programs. Purchased products are very diversified, and often they are added to the basket after watching or reading a review by other buyers or influencers. And finally, given that the phone is the most used device to navigate, short texts or short videos are the most successful contents. Videos, in any case, are the preferred content and platforms dedicated to videos are registering an increase in numbers of subscriptions and users. People prefer watching videos to get to know more about a product, and marketers have to take into account these trends in order to offer appropriate contents, engage the potential customers and persuade them to purchase.
  20. 20. Reference List Max Roser, Hannah Ritchie and Esteban Ortiz-Ospina (2015) - "Internet". Published online at OurWorldInData.org. Retrieved from: 'https://ourworldindata.org/internet' [Online Resource] accessed on 25 February 2022 Entrepreneur, 2013, An Accelerated History of Internet Speed (Infographic), article available at https://www.entrepreneur.com/article/228489 Gigabit internet, picture available at https://www.ncta.com/chart/the-path-gigabit-internet?share_redirect=%2Ftopics#colorbox=node-2775 Statista, 2022, Countries fastest average mobile internet speeds, available at https://www.statista.com/statistics/896768/countries-fastest- average-mobile-internet-speeds/ Visualcapitalist, 2021, Mapped the fastest and slowest internet speeds in the world, article available at https://www.visualcapitalist.com/mapped- the-fastest-and-slowest-internet-speeds-in-the-world/ Cable, 2022, Worldwide Speed League, article available at https://www.cable.co.uk/broadband/speed/worldwide-speed-league/ Cable, 2022, The fastest and slowest countries in the world for broadband speed, graph available at https://www.cable.co.uk/broadband/speed/worldwide-speed-league/ Perficient, 2017, mobile Vs desktop usage, article available at https://blogs.perficient.com/2017/04/05/mobile-vs-desktop-usage-mobile-grows- but-desktop-still-a-big-player-in-2017/ Perficient, 2022, mobile vs desktop usage, article available at https://www.perficient.com/insights/research-hub/mobile-vs-desktop-usage Statista, 2020, Which is the most important device you use to connect to the internet, at home or elsewhere?, statistic available at https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/ Perficient, 2021, Us vs. Global Average Time on Side in Seconds, graph available at https://www.perficient.com/insights/research-hub/mobile-vs- desktop-usage
  21. 21. Perficient, 2021, Percentage of US and Global Desktop Visits in 2020, graph available at https://www.perficient.com/insights/research- hub/mobile-vs-desktop-usage Oberlo, 2021, 19 Powerful Ecommerce Statistics That Will Guide Your Strategy in 2021, article available at https://www.oberlo.com/blog/ecommerce-statistics Vividfish, 2017, 89% of customers' begin their buying process with a search engine source, article available at https://www.vividfish.co.uk/blog/89-of-customers-begin-their-buying-process-with-a-search-engine-source-fleishman-hillard UK Government, 2017, On-line search literature review April 2017, available at https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/607077/online-search-literature-review-7- april-2017.pdf Helyon, 2020, Customer review or influencer endorsement: which one influences purchase intention more?, article available at https://www.sciencedirect.com/science/article/pii/S2405844020323860 Optinmonster, 2022, Conversion Rate Optimization Blog, article available at https://optinmonster.com/online-shopping-statistics/ Optinmonster, 2022, Shopping on-line, Men vs Women, graph available at https://optinmonster.com/online-shopping-statistics/ Oberlo, 2022, How many people shop on line?, graph available at https://www.oberlo.com/blog/ecommerce-statistics Oberlo, 2022, Top Reasons People Shop On line (2020), graph https://www.oberlo.com/blog/ecommerce-statistics Oberlo, 2022, Demand for Video Content is Increasing, picture https://www.oberlo.com/blog/ecommerce-statistics Oberlo, 10 Video Marketing Statistics That you need to know in 2022, article available at https://www.oberlo.com/blog/video-marketing-statistics Limelight,2020, How many total hours of video content do you watch on line each week, graph https://www.limelight.com/resources/market- research/state-of-online-video-2020/#growing
  22. 22. Colormatics, 2020, Short form video statistics and 2020 marketing trends, available at https://www.colormatics.com/article/short-form-video- statistics-and-2020-marketing-trends/ CNBC, 2020, TikTok reveals detailed user numbers for the first time, available at https://www.cnbc.com/2020/08/24/tiktok-reveals-us-global-user- growth-numbers-for-first-time.html#:~:text=TikTok%20has%20about%20100%20million,million%20daily%20active%20U.S.%20users Omnicoreagency, 2022, YouTube statistics, article avallable https://www.omnicoreagency.com/youtube-statistics/, Oberlo, 2022, YouTube statistics, article available at https://www.oberlo.com/blog/youtube-statistics Oberlo, 2022, Influencer marketing statistics, article available at https://www.oberlo.com/blog/influencer-marketing-statistics Condor, 2020, Online Travel Booking - Statistics 2020-2021, article available at https://www.condorferries.co.uk/online-travel-booking-statistics Stratosjets, 2022, Over 60 Online Travel Booking Statistics https://www.stratosjets.com/blog/online-travel-statistics/ Pewresearch, 2017, The Internet of Things Connectivity Binge: What are the implications?, article available at https://www.pewresearch.org/internet/2017/06/06/the-internet-of-things-connectivity-binge-what-are-the-implications/ Dataprot, 2022, Internet of Things Statistics for 2022 – Taking things apart, article available at https://dataprot.net/statistics/iot-statistics/ Foto Nd, Iphone, photo available at https://tecnofacile.com/migliori-smartphone-compatti/ Nd, Ipad, photo available at https://www.tomshw.it/smartphone/apple-ipad-2021-uscita-prezzo-specifiche/ Nd, Laptop, photo available at https://www.offerteshopping.it/laptop-notebook-modelli-differenze/ nd, youtube product review, photo https://www.internetvibes.net/2021/03/09/guide-to-starting-a-product-review-youtube-channel/ Nd, Netflix, photo available at https://www.pcprofessionale.it/news/hardware/facebook-portal-tv-arriva-netflix/

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