My presentation for British Academy of Digital Marketing on How Consumers Use Technology and it's Impact on their Lives.

1. Digital Devices Used
by Audiences
Access to the
Internet
How Customers
Search for
Information
Video
Consumption
Consumer Trends
What Consumers
Buy Online
How Consumers Use Technology and it’s Impact on their Lives

2. Access to the Internet
2000 2010 2020
Share of the population using the internet across three decades
Fig 1. Share of the population using the Internet (Ritchie, H, Mathieu, E, Roser, M, and Ortiz-Ospina, E ‘Internet’ Our World in Data based on International Telecommunication
Union (via World Bank) and UN (2022))
Worldwide internet access has been growing rapidly during this millennium. The internet is now a global
phenomenon with the whole world gaining access. This can be shown on the maps below with the increase in
the colours.

3. Fig. 2 Understanding Broadband Internet Speeds (Salway, D: Broadband Technology and Speeds, Lifewire (2021))
Access to the Internet
12 mbps 312.5 mbps
3G
1.5 mbps
Internet speeds and network reach are also increasing, giving people access to the internet more places,
more of the time and quicker. The new and upcoming development of 5G is likely to change our world
even further with it’s rapid speeds.

4. Digital Devices Used by Audiences
Mobile Laptops & Tablet Smart Games TV Streaming Smart Home Virtual
Phones Desktops Devices Watches Consoles Device Devices Reality
96.6% 63.1% 34.8% 27.8% 20.3% 15.5% 14.1% 4.8%
Fig 3. Device Ownership (Kemp, S, ‘Digital 2022: Time spent using connected tech continues to rise’ GWI(Q3 2021) via datareportal ‘ (2022))
Percentage of Worldwide ownership for 16-64 year olds
Of daily internet time, phone use takes up 53.5%
The number of digital devices used has been growing, with the majority of the world’s population owning a
mobile phone. Below we can see the vast array of other popular devices. Whilst some can be used from the
comfort of home, many popular devices can be used on the go, ensuring accessibility. As well as being the
highest percentage ownership according Kemp (2022) mobile phones also take up 53.5% of daily internet time.

5. Fig.4 Plume: consumer demand for IoT devices including smart TVs growing fast ( Thomson, S, Digital TV Europe (2022))
Smart Home usage: Worldwide net change
from Jan-June, 2021 to 2022
Digital Devices Used by Audiences
Many Digital Devices are now used by consumers at home including Smart technology. The changes below
shows how Smart systems are increasing with key features of these technologies being ease of use and access.
The Doorbell increase shows personal security is also a key feature.

6. 92.37
Search Engine Market Share
Google Bing
Yahoo Yandex
DuckDuckGo Baidu
Google Features
Fig. 5 Search Engine Market Share (Moran, M, Colorlib: Search Engine Statistics, Facts, and Market Share (2023))
How Customers Search for Information
• Maps
• Gmail
• Play
• Drive
• Shopping
• YouTube
• Translate
• Meet
Google very much remains the most used search engine, with a monopoly market share. However, search
engines offer more than just searches as demonstrated by Google’s options which customers enjoy. In
addition, most website’s now offer search functions which customers use to search for information and
products.

7. How Customers Search for Information
17/05/23 = 100M
01/02/19 = 33M
13/11/17 20M
13/02/12 1M 22/06/15 10M
Duck Duck Go Daily Search History (Each duck represents 1M)
Fig.6 Your personal data is nobody’s business (Duck Duck Go(2023))
New search engines such as DuckDuckGo, offer privacy alternatives, which might shake up the market as customers
control their data and here we can see how this search engine’s numbers have increased.

8. 0.00 50.00 100.00 150.00 200.00 250.00 300.00 350.00 400.00 450.00 500.00
Amazon
eBay
ASOS
Argos
Next
Tesco
Marks & Spencer
Asda
Screwfix
B&Q
Currys
Boots
Boohoo
Sports Direct
Very
Toolstation
Halfords
Shein
Iceland
Prettylittlething
Studio Retail
Homebase
QVC
Debenhams
Littlewoods
Top 25 E-Commerce UK Website Monthly Visits (Million) in 2021
Fig.7 Top 25 E-commerce Sites in the UK 2021 (Datantify Team (2021))
Everything stores
(Amazon, Ebay, Argos)
Clothes
Groceries
(ASOS, Next, Marks & Spencer)
(Tesco, Asda, Marks & Spencer)
Most Popular Sites by products
What Consumers Buy Online
Consumer Technology use is also felt keenly when it comes to shopping. Looking closer at the top
25 websites we can see that Everything stores are most popular with Amazon and eBay way ahead
in UK visits.

9. What Consumers Buy Online
Accommodation & Hotels Travel &
Holidays
Vehicles &
Insurances
Property Events & Tickets Cards, Gifts
& Flowers
Here we can see that pretty much anything and everything can now be purchased by consumers
online.

10. Video Consumption
0
10
20
30
40
50
60
70
80
2016 2018 2020
Watching Video use – Percentage of UK Age 16+ users by year
Watching video content from sharing services such as YouTube
Watching internet streamed live or catch-up TV
Watching Video on Demand from commercial services
Fig.8 Internet access - households and individuals: 2020 Edition Table 5 (Prescott, C, ONS (2020))
Internet video consumption is also on the rise with consumers taking advantage of both free and
subscription services to watch videos more than ever before. Choice is a key factor with increases
in catch-up TV and on Demand Services.

11. Video Consumption
Employees 2021 Annual Revenue
Most Visited Site
in the World
First Video Published Total Daily Hours of Videos
Watched Worldwide
Monthly Active Users
Fig.9 YouTube by the Numbers: Stats, Demographics & Fun Facts (Aslam, S, Omnicore (2023))
Here we can see some of the Key stats behind YouTube. YouTube is the 2nd most visited website
in the world, only behind google, with the two interlinked.

12. Consumer Trends
177 190 208 217
240
0
50
100
150
200
250
300
2017 2018 2019 2020 2021
Time Spent Online Daily
(Minutes) based on September
each year
Fig.10 Online Nation (Ofcom Online Nation 2021 and Online
Nation 2022 Reports (2021/2022))
Consumers are spending an increasing amount of time online with the graph below showing the
daily increase. In addition, internet sales have also increased at a similar rate as below. The graph
shows a glimpse of the impact of Covid-19 with people unable to shop in the same manner as
before.
Fig 11 ‘Internet sales as a percentage of total retail sales (ratio) (%)’ (Lewis, R via ONS (2023))

13. Consumer Trends
A couple of other consumer trends, shown here, are the impact of Artificial Intelligence technology on
consumer’s lives. Firstly, AI is being not just used in jobs, but also taking over some job postings with the
small figures below showing an increase. The development of AI has also impacted the way consumers use
technology with the graphics below showing statistics on Face Authentication – a security feature.
Fig.13 iproov ( How many people use face verification(2021))
Fig. 12 Share of articial intelligence among all job postings (Giattino, C, Mathieu, E, Samborska, V,
Roser, M. ‘Artificial Intellingence’ Our world in Data via Lightcast (2022) and via AI Index Report
(2023))

14. Summary
• Consumers have access to
many devices and most have a
mobile phone
• Consumers have increasing
access to the internet and are
using it more and more
• Consumers want to access
things instantly including
shopping and videos.
• AI developments like Face
Authentication make devices
easy to access.
• Consumers are becoming
increasingly aware of security
with technology.
• Consumers want to have secure
control over their personal data.
• AI and technology
developments have aided new
security advancements.
• Consumers have many different
devices to choose from and use.
• Consumers like to choose from
lots of options for purchases and
prefer everything stores.
• Consumers like devices and
search engines with more
functions to choose from
• Consumers like to choose when
and where they use technology,
especially videos

15. References
Aslam, S, Omnicore (2023) YouTube by the Numbers: Stats, Demographics & Fun Facts [Online] Available at: YouTube by the Numbers (2023): Stats, Demographics & Fun Facts
(omnicoreagency.com) [Accessed 28 October 2023]
Datantify (2021) Top 25 E-commerce Sites in the UK 2021 [Online] Available at: Top 25 E-commerce Sites in the UK 2021 / Datantify [Accessed 28 October 2023]
Duck Duck Go (2023) Your personal data is nobody’s business. [Online Image] Available at: About DuckDuckGo [Accessed 28 October 2023]
Giattino, C, Mathieu, E, Samborska, V, Roser, M. Our world in Data via Lightcast (2022) and via AI Index Report (2023) Share of articial intelligence among all job postings [Online Image] Available
at: Artificial Intelligence - Our World in Data [Accessed 28 October 2023]
Iproov (2021) How many people use face authentication [Online Images] Available at : Do Many People Use Face Biometrics? | Face Recognition Stats (iproov.com) [Accessed 28 October 2023]
Kemp, Datareportal, GWI(Q3 2021) (2022) Device Ownership [Online Image] Available at: Digital 2022: Time Spent Using Connected Tech Continues to Rise — DataReportal – Global Digital
Insights[Accessed 28 October 2023]
Lewis, R, ONS (2023) Internet sales as a percentage of total retail sales (ratio) (%) Available at: Internet sales as a percentage of total retail sales (ratio) (%) - Office for National Statistics
(ons.gov.uk)[Accessed 28 October 2023]
Moran, M, Colorlib (2023) Search Engine Market Share [table] Available at: Search Engine Statistics, Facts, and Market Share (colorlib.com)[Accessed 28 October 2023]
Ofcom (2021/2022) Online Nation Reports [Online] Available at: Online Nation – Ofcom [Accessed 28 October 2023]
Prescott, C, ONS (2020) Internet access - households and individuals 2020 Edition Table 5 [Excel Sheet] Available at: Internet access - households and individuals - Office for National Statistics
(ons.gov.uk) [Accessed 28 October 2023]
Ritchie, H, Mathieu, E, Roser, M, and Ortiz-Ospina, E, Our World in Data based on International Telecommunication Union (via World Bank) and UN (2022)
Share of the population using the Internet [Online Image] Available at: Internet - Our World in Data [Accessed 28 October 2023]
Salway, D, Lifewire (2021) Understanding Broadband Internet Speeds: Broadband Technology and Speeds [table]
Available at: Understanding Broadband Internet Speeds (lifewire.com)[Accessed 28 October 2023]
Thomson, S, Digital TV Europe (2022) Plume: consumer demand for IoT devices including smart TVs growing fast [Online] Available at: Plume: consumer demand for IoT devices including smart
TVs growing fast - Digital TV Europe Accessed 28 October 2023]