An insight into how consumers use digital technology and the opportunity for the future

1. HOW CONSUMERS
USE TECHNOLOGY
AND ITS IMPACT
ON THEIR LIVES

2. INTRODUCTION
• ACCESS TO THE INTERNET
• DIGITAL DEVICES USED BY AUDIENCES
• HOW CUSTOMERS SEARCH FOR INFORMATION
• WHAT CONSUMERS BUY ONLINE
• ONLINE VIDEO CONSUMPTION
• CONSUMER TRENDS
• SUMMARY
• REFERENCE LIST

3. ACCESS TO THE INTERNET
• NUMBER OF INTERNET USERS BY
COUNTRY
• GLOBAL INTERNET PENETRATION
• INCREASE IN WORLD DOWNLOAD SPEED
• GLOBAL AVERAGE INTERNET SPEEDS
• WHAT IS THE GLOBAL ECONOMY DOING TO
IMPROVE INTERNET ACCESS

4. NUMBER OF INTERNET USERS BY COUNTRY, 2017
INTERNET USERS ARE INDIVIDUALS WHO HAVE USED THE INTERNET (FROM ANY LOCATION) IN THE LAST 3 MONTHS. THE INTERNET
CAN BE USED VIA A COMPUTER, MOBILE PHONE, PERSONAL DIGITAL ASSISTANT, GAMES MACHINE, DIGITAL TV ETC.
109.44
MILLION
765.37
MILLION
245.43
MILLION
126.4
MILLION
391.26
MILLION
TOTAL GLOBAL INTERNET USERS: 4.54 BILLION AS OF JANUARY 2020

5. GLOBAL PENETRATION OF THE INTERNET, 2005-2019

6. INCREASE IN WORLD DOWNLOAD SPEEDS JAN,17 – JUL,19

7. GLOBAL AVERAGE INTERNET SPEEDS, MOBILE AND FIXED
BROADBAND, 2019

8. WHAT IS THE GLOBAL ECONOMY DOING TO IMPROVE
INTERNET ACCESS
• Facebook has introduced internet.org to provide basic internet access in
developing countries.
• Google has created project loon to launch solar powered balloons into the
atmosphere to expand internet access to rural and remote locations.
• Various enterprises have installed undersea cables to improve internet
access and speeds.
• Virgin and Facebook are aiming to introduce more satellites into the
atmosphere.
• Jana, a US based company wants to introduce free internet for all funded
by advertising.

9. • DIGITAL DEVICES USED BY AUDIENCES
• SMARTPHONE VS LAPTOP
DIGITAL DEVICES USED BY AUDIENCES

10. DEVICES USED BY AUDIENCES
PERCENTAGE CHANGE OF PEOPLE OWNING CERTAIN DIGITAL DEVICES FROM 2008 TO 2018

11. SMARTPHONE VS PC/LAPTOP

12. • GO,DO,KNOW,BUY
• SMARTPHONE SEARCHES
HOW CUSTOMERS SEARCH FOR INFORMATION

13. KNOW,GO,DO,BUY
THE WAY PEOPLE SEARCH ONLINE CAN BE SPLIT INTO 4 CATEGORIES.
GO
NAVIGATIONAL
QUERIES
KNOW
INFORMATIONAL
QUERIES
DO
TRANSACTIONAL
QUERIES
BUY
BUY
QUERIES
This is a search query with an
intent to visit a specific site or
page – that is, the searcher is
actively looking for something
that they know to exist.
An informational query is a
question looking for an
answer – it can be researched
at a broad or highly specific
level. Often the user will have
no specific source in mind.
These queries are usually
people seeking ideas for a
task they want to do.
These tend to be searches
where people are intending to
buy or a product or research a
product whilst in store

14. SMARTPHONE SEARCHES

15. WHAT ARE PEOPLE DOING WITH THEIR TIME ON THEIR SMARTPHONE?

16. WHAT CONSUMERS BUY ONLINE
• GLOBAL RETAIL E-COMMERCE SALES
WORLDWIDE
• REASONS CONSUMERS SHOP ONLINE
INSTEAD OF IN STORES
• THE MOST PURCHASED PRODUCTS ONLINE

17. GLOBAL RETAIL E-COMMERCE SALES WORLDWIDE, 2014-23
($)

18. REASONS CONSUMERS SHOP ONLINE INSTEAD OF IN
STORES

19. THE MOST PURCHASED PRODUCTS ONLINE

20. ONLINE VIDEO CONSUMPTION
• GLOBAL ONLINE VIDEO VIEWING AND AD
SPENDING FORECAST
• ONLINE VIDEO STATS

21. GLOBAL ONLINE VIDEO VIEWING AND AD SPENDING
FORECAST

22. 10 ONLINE VIDEO STATS
• Mobile video consumption rises by 100% every year. (Insivia)
• 85% of consumers want to see more video content from brands. (HubSpot)
• 75% of all video plays are on mobile devices. (eMarketer)
• Viewers retain 95% of a message when they watch it in a video, compared to
10% when reading it in text. (Insivia)
• Social video generates 1200% more shares than text and image content
combined. (G2 Crowd)
• 65% of people use YouTube to help them solve a problem. Want to build a
house or remove weird parasites from your eye? YouTube might have the
answer. (Google)
• 64% of consumers will make a purchase after watching branded videos on
social platforms. (Tubular Insights)
• Including a video on your landing page can boost your conversion rate by up
to 80%. (Unbounce)
• Video increases organic search traffic on a website by 157%. (Conversion XL)
• A website is 53 times more likely to reach the front page of Google if it includes
video. (Insivia)

23. CONSUMER TRENDS
• THE WAY THAT CONSUMERS ARE
CHANGING THE WAY THEY USE
TECHNOLOGY

24. DAILY TIME SPENT WITH THE INTERNET PER CAPITA
WORLDWIDE FROM 2011-21, BY DEVICE (IN MINUTES)

25. THE WAY THAT CONSUMERS ARE CHANGING THE WAY THEY
USE TECHNOLOGY
• As you can see the number of people able to access the internet is growing
faster every year.
• The technological progressions have moved people from predominately using
desktop PCs to Laptops to Smartphones within a matter of years.
• Smartphones are now dominating the technology market and consumers
consider them the most important device to access the internet.
• The advancements in the speed of smartphones have enabled consumers to
learn, watch videos, buy goods and share experiences with friends, easily.
• Because of such advancements both from the technology and the adaptation
of major corporations global E-commerce is continuing to grow year on year
at a faster rate mainly down to the convenience for consumers.

26. SUMMARY
• THE NUMBER OF INTERNET USERS IS GROWING
• ONLY 50% OF THE WORLD HAS ACCESS TO THE INTERNET
• TECHNOLOGY IS INCREASING INTERNET SPEEDS FASTER YEAR ON YEAR
• LARGE ORGANISATIONS ARE INNOVATING IN TECHNOLOGY TO BRING THE INTERNET TO THE
GLOBAL ECONOMY
• INTERNET USERS ARE CHANGING THE DEVICES THEY USE TO ACCESS THE INTERNET
• PEOPLE VALUE SMARTPHONES NOW MORE THAN LAPTOPS/PC’S
• PEOPLE CONSULT THE INTERNET FOR INFORMATION FOR MOST THINGS
• GLOBAL ECOMMERCE REVENUE IS AROUND 3.5BN AND IS SET TO NEARLY DOUBLE BY 2023
• PEOPLE PREFER SHOPPING ONLINE FOR CONVENIENCE
• CONSUMER ELECTRONICS, BOOKS AND CLOTHING/APPARELL ARE THE TOP 3 THINGS TO BUY
ONLINE
• PEOPLE ARE SET TO CONTINUE TO INCREASE THE TIME SPENT ONLINE IN THE COMING
YEARS AND ADVERTISING IS SET TO FOLLOW IT
• OPPURTUNITY FOR COMPANIES TO ADOPT A STRONG DIGITAL PRESENCE TO TAKE
ADVANTAGE OF THE MARKET CONDITIONS.

27. • Max Roser, Hannah Ritchie and Esteban Ortiz-Ospina (2020) - "Internet". Published online at OurWorldInData.org. Retrieved from: 'https://ourworldindata.org/internet' [Online Resource]
Available at: https://ourworldindata.org/internet [Accessed 10th March 2020]
• Statista (2020) – “Worldwide digital population as of January 2020” Published by J. Clement, Feb 3, 2020, Available at: https://www.statista.com/statistics/617136/digital-population-worldwide/
[Accessed 10th March 2020]
• Statista (2020) – “Global internet access rate 2005-2019” Published by J.Clement, Jan 7, 2020, Available at: https://www.statista.com/statistics/209096/share-of-internet-users-in-the-total-
world-population-since-2006/ [Accessed 11th March 2020]
• GSMA (2019) – “In depth analysis of changes in world internet performance using the speedtest global index” Published Sep 4, 2019, Available at:
https://www.gsma.com/membership/resources/in-depth-analysis-of-changes-in-world-internet-performance-using-the-speedtest-global-index/ [Accessed 11th March 2020]
• Speedtest (2020) – “Global speeds January 2020” Available at: https://www.speedtest.net/global-index [Accessed 11th March 2020]
• Ofcom (2018) – “A decade of digital dependency” Published Aug 2, 2018, Available at: https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/decade-of-digital-dependency
[Accessed 11th March 2020]
• Blog.globalwebindex (2018) “How device usage changed in 2018 and what it means for 2019” Published by Viktoriya Trifonova, Nov 20, 2018, Available at:
https://blog.globalwebindex.com/trends/device-usage-2019 [Accessed 11th March 2020]
• Bowler hat (2020) – “Understanding how people search the web” Published by Marcus Miller, date unknown, Available at: https://www.bowlerhat.co.uk/understanding-how-people-search-the-
web [Accessed 11th March 2020]
• Think with google (2015) – “4 new moments every marketer should know” Published by unknown author, June 2015, Available at: https://www.thinkwithgoogle.com/marketing-resources/micro-
moments/4-new-moments-every-marketer-should-know/ [Accessed 11th March 2020]
• ZD net (2019) – “Americans spend far more time on their phones than they think” Published by Eileen Brown, Apr 28, 2019, Available at: https://www.zdnet.com/article/americans-spend-far-
more-time-on-their-smartphones-than-they-think/ [Accessed 11th March 2020]
• Big Commerce (2020) – “Evolving Ecommerce: 14 trends driving online retail in 2020” Published by Susan Meyer, date unknown, Available at:
https://www.bigcommerce.co.uk/blog/ecommerce-trends/ [Accessed 11th March 2020]
• Smart Insights (2020) – “The reason why consumers shop online instead of in stores” Published by Dave Chaffey, Oct 19, 2017, Available at:
https://www.smartinsights.com/ecommerce/ecommerce-strategy/the-reasons-why-consumers-shop-online-instead-of-in-stores/ [Accessed 11th March 2020]
• Invespcro - ”Online consumer shopping habits and behavior” Published by Khalid Saleh, date unknown, Available at: https://www.invespcro.com/blog/online-consumer-shopping-habits-
behavior/ [Accessed 11th March 2020]
• Marketing Charts (2019) – “Online video consumption continues to rise globally” Published by unknown author, Oct 15, 2019, Available at: https://www.marketingcharts.com/digital/video-
110520 [Accessed 11th March 2020]
• Biteable (2020) – “55 video marketing statisticsfor 2020” Published by unknown author, unknown date, available date: https://biteable.com/blog/tips/video-marketing-statistics/ [Accessed 2020]
• Statista (2019) – “Daily internet usage per capita worldwide 2011-2021, by device” Published by J.Clement, Jun 14, 2019, available at: https://www.statista.com/statistics/319732/daily-time-
spent-online-device/ [Accessed 11th March 2020]
REFERENCE LIST

28. LINKS
• Link to slideshare -