The Evolution of the Internet

THE
THE
EVOLUTION
EVOLUTION
OF THE INTERNET
OF THE INTERNET
MARITONI ATHENA B. TIONGCO - 86270736
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THE BRIEF
Following on from your previous assignment, you
are developing a reputation as being
knowledgeable in digital marketing. Now, the
international interactive media festival South by
Southwest (SXSW) are interested in having you
speak at their next conference. They have asked
you to prepare a presentation document and short
video pitch to give them an indication of your
knowledge of how audiences use technology and
its impact on their lives.

INTRODUCTION
The internet has come a long way—from initially being used by the US
military to keep in touch—to being available almost everywhere,
exponentially reshaping the world in different ways and affecting people
even in the simplest aspects of their lives (Murphy, 2019).
With the proliferation of smartphones, more people are gaining access to
the internet (Dentzel, n.d.). As of April 2021, there are more than four
billion internet users, which makes up more than 60% of the population
(Data Reportal, 2021).
While relatively young at 32 years old, the internet has already produced
long-lasting effects evident in research, communication, shopping, travels,
entertainment, financial services, relationships, healthcare, marketing, and
employment (Neosperience Team, 2021).

In more ways than one, the internet has
also changed consumer behaviors as well
as how businesses operate and promote
(Gowling WLG, 2018).
Over the years, the internet has brought
about growth that’s felt across the globe,
bridging gaps and making it possible to
send data despite geographical
challenges (Dentzel, n.d.).
On a personal level, widespread
connectivity has also allowed for sharing
of moments in the form of a photo, video,
sound, or text, making every user a
commentator, publisher, and a creator
(Dentzel, n.d.).

ACCESS TO THE INTERNET
(Jefferson Online, 2016)
BRIEF HISTORY OF THE INTERNET
1960s
MIT computer scientist J.C.R.
Licklider entertains the possibility
of a global computer network. He
shares it with his colleagues at
the U.S. Department of Defense
Advanced Research Projects
Agency (ARPA). APRANET is
developed and eventually grows.
1970s 1980s 1990s 2000s
The Transmission Control
Protocol/Internet Protocol
(TCP/IP), a technology that links
multiple networks together is
created. Dial up connection is
also developed.
PhoneNet system (a network
using dial up phone lines) is
connected to ARPANET and first
commercial network Telenet,
allowing for email
communication across the globe.
Local area networks (LANs) are
also established. The first domain
is registered: symbolics.com.
ARPANET is dismantled;
Hypertext markup language
(HTML) and the uniform resource
locator (URL) are developed;
World Wide Web goes public,
allowing a slew of websites to
go live such as Amazon, Yahoo!,
and eBay.
The rise and burst of the dotcom
bubble; Google domination in
the search engine arena; the
proliferation of wireless internet
connection (Wi-Fi) and mobile
devices such as smartphones

INTERNET USERS FROM 2010-2019
i
n
m
i
l
l
i
o
n
s
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
4,000
3,000
2,000
1,000
0
(Johnson, 2021)
2.04B
2.24B
2.47B
2.66B
2.84B
3.03B
3.27B
3.49B
3.74B
3.97B

FACTORS THAT
AFFECTED THE
INCREASE OF
INTERNET USERS
The rise of telecommunication infrastructure resulted to higher
internet penetration in a country. Establishing more mediums
through which internet traffic flows allowed more individuals and
groups to gain access to the internet (Hao and Chow, 2004).
ADEQUATE INFRASTRUCTURE
The proliferation of smartphones allowed for more internet users,
as people residing in low- and middle-income countries mainly use
mobiles devices to access the internet. With 93% of the world's
population within the range of a 3G or higher network signal
according to the International Telecommunication Union,
connectivity was even made more possible (Bikus, 2020).
SMARTPHONES
With the significant improvement in broadband connectivity came
an increase in broadband penetration inevitably, bringing about an
uplift in the use of internet (Kemp, 2017).
IMPROVEMENT IN BROADBAND
CONNECTIVITY

4.66B
INTERNET USERS
(Hootsuite and We Are Social, 2021)
INTERNET USERS WORLWIDE AS
OF JANUARY 2021

JANUARY 2020 VS. JANUARY 2021
+7.3%
+316 MILLION INTERNET
USERS WOLRDWIDE

INCREASE IN
INTERNET USERS
DURING COVID-19
In Southeast Asia alone, as many as 40 million people were
considered as new users, coming online for the first time, shopping for
items online instead of going out, for example, to avoid potential
exposure to coronavirus (Choudhury, 2020).
FIRST TIME USERS
Lockdowns imposed across the globe prompted a significant surge in
social media and internet users, as people turned to digital channels
to stay connected, play online games, consume entertainment, and
shop (Globe Newswire, 2021).
STAYING CONNECTED
Work-from-home setups as well as online learning contributed to the
increase of internet users, as students turned to the internet to access
educational content in the comfort of their own homes since distance
learning was enforced. This, together with social media, messaging,
online gaming, online shopping, as well as fintech applications,
mobile banking, and internet banking all played a significant part in
the proliferation of users (VOI Editorial Team, 2020).
WORK FROM HOME/DISTANCE
LEARNING

WHICH COUNTRIES HAVE THE HIGHEST
NUMBERS OF INTERNET USERS? (2020-Q1)
China - 854,000,000
India - 560,000,000
United States - 313,322,868
Indonesia - 171,260,000
Brazil - 149,057,635
1.
2.
3.
4.
5.
(Internet World Stats, 2021)

WHICH COUNTRIES HAVE THE HIGHEST
NUMBERS OF PEOPLE NOT USING THE
INTERNET? (JANUARY 2021)
India - 762,679,782
China - 501,927,863
Pakistan - 161,693,674
Bangladesh - 117,888,798
Nigeria - 104,376,786
1.
2.
3.
4.
5.

While China and India have the highest
number of internet users worldwide, they also
have a significant number of users that
remain unconnected and untapped by the
market. India alone has an untapped
population that's larger than the entire
population of Europe (Ang, 2020).

United Arab Emirates 194.04
South Korea 192.58
Qatar 179.81
Saudi Arabia 160.40
China 153.09
CONNECTION SPEED RANKINGS
Norway 150.21
Kuwait 132.36
Australia 125.66
Switzerland 106.68
Cyprus 105.86
Singapore 250.35
Hong Kong (SAR) 245.01
Monaco 224.05
South Korea 217.15
Thailand 214.28
Romania 213.36
Denmark 210.91
Liechtenstein 204.43
France 198.72
Switzerland 198.23
FASTEST MOBILE INTERNET CONNECTION
SPEED AS OF MAY 2021 (MBPS)
FASTEST FIXED BROADBAND INTERNET
CONNECTION SPEED AS OF MAY 2021 (MBPS)
(Speedtest, 2021)

HOW INTERNET CONNECTIVITY CONTRIBUTES TO
ECONOMIC GROWTH
Allows for more business activities
Makes it easier to access new markets
Helps business operate efficiently
Boosts productivity in developed and developing
countries
Makes it possible to reshape business processes
Allows for improvement on goods and services offered
by businesses
Allows for market expansions and cross-border trades
Impacts entrepreneurship and specialization in the long
run
(Deloitte, 2016)

DIGITAL
DEVICES USED
BY THE
AUDIENCES

Most people now turn to their mobile phones to access the internet (Kemp, 2021). Over the years, smartphones have become more
available, hence more people owning more mobile devices (Broadband and Search, 2021). Mobile devices are also responsible for how
quickly things evolve in the digital landscape, as more and more use them to access the internet (Kemp, 2017). The infographic shows more
than 95% of internet users owning a smartphone, 40% more than a laptop or desktop computer (Hootsuite and We Are Social, 2021, see
Fig. 1).
DIGITAL DEVICES USED BY THE AUDIENCES
Fig.1. We Are Social (2021) Device Ownership [infographic]

One of the reasons why users prefer mobile devices is their intuitiveness that allow for more online activities (Broadband and
Search, 2021). It is worth noting, however, that a significant percentage of internet users still go online via their laptop or desktop
devices (Kemp, 2021). The infographic shows the share of web traffic by device based traffic generated from web browsing,
excluding connected activities such as use of mobile apps (Hootsuite and We Are Social, 2021, see Fig. 2).
Fig. 2. We Are Social (2021) Share of Web Traffic by Device [infographic]

While more people use mobile devices over desktop or laptop devices, time spent browsing websites are longer using desktop or
laptop devices. Users turning to their mobile devices are thought to be using apps, communicating with other users, accomplishing
shorter tasks, or gathering information from locally focused searches such as the nearest locations for their needs (Broadband and
Search, 2021). The infographic above shows the average seconds spent on a website using desktop or laptop devices versus mobile
devices (Broadband and Search, 2021, see Fig. 3).
Fig. 3. Broadband and Search (2021) Average Seconds Spent on a Website, Desktop vs. Mobile 2018-2020 [infographic]

MOBILE DEVICES AND SOCIAL MEDIA
Mobile devices have become an integral part of accessing the internet-
and at some point have become the main tool for 99% of users in
accessing social media (Chaffey, 2021). Having a significant effect on
the digital landscape, the growth of mobile devices and social media
also contributed to the rise of social networking apps and technology
tools that allow users to create and edit their own content. The increase
in the use of mobile devices have also compelled businesses to reassess
their social media usage by placing ads on social media to reach their
customers and target audiences (Elevation Marketing, 2016).
98.8%
PERCENTAGE OF TOTAL SOCIAL
MEDIA USERS ACCESSING VIA
MOBILE PHONES AS OF JANUARY
2021 - MAY NOT REPRESENT
UNIQUE INDIVIDUALS

BUSINESSES AND
MOBILE FRIENDLY SITES
77% Smartphone shoppers (77%) are most likely to purchase from
online sites that are easy to navigate or mobile friendly,
allowing for a quicker transaction (Think with Google, n.d.).
Mobile friendly means having a shrunken version of a website
on a mobile phone or tablet. Due to the size of the device
used, there may be more scrolling and zooming, but
essentially it functions as a regular website (Thryv, 2019).

HOW
CUSTOMERS
SEARCH FOR
INFORMATION

TWO SEARCH GOALS:
1. Finding
information
related to the
keyword in use
HOW CUSTOMERS SEARCH FOR INFORMATION
2. Looking for
more general
information in
about a topic
(Taylor, 2021)

TWO SEARCH INTENTIONS:
1. How specific the
searcher is
- doesn't deviate from
the main topic
2. How exhaustive
the searcher is
- may have a wider
scope around a topic
(Taylor, 2021)

DO
[DO SOMETHING]
TRANSACTIONAL
CATEGORIES OF SEARCH QUERIES
KNOW
[KNOW SOMETHING]
INFORMATIONAL
GO
[GO SOMEWHERE]
NAVIGATIONAL
Searchers know
what they want to
find and intend to
buy or do
something
Examples:
Buy cinema tickets,
buy gifts below
$1000, book Japan
holiday package
Searchers are
looking to find
quick and easy
answers
Examples:
Who are the
members of the
Beatles?, how to
bake a cake, types
of keyboard for
computers
Searchers
navigate through a
specific site to
look for a specific
item or brand
Examples:
A website wherein
they type a specific
item they want to
get/purchase
(Gibbons, 2013)

0% 25% 50% 75% 100%
Google
Bing
Yahoo!
Yandex
Baidu
DuckDuckGo
Sogou
Other
SEARCH ENGINE MARKET SHARE
Percentage of Global Web Search Traffic Going to Each
Search Engine's Website in March 2021
Online experiences start with
using a search engine
Do an online research to know
more about a product before
ordering online
Smartphone users have learned about a
company or a product by using a
search engine with their device
Major purchases start with an online
research even if the transaction or
purchase happens in a physical store
68%
85%
51%
80%
HOW IMPORTANT IS SEARCH?
92.4%
2.5%
1.5%
1.0%
1.3%
0.6%
1.5%
0.5%
(Ahern,2021)

It is imperative to know what people are searching
for and the intent behind their searches. By also
looking up your own business, you may use the
findings to create better content and rank higher
to improve your relevance and visibility online
(Goodey, 2020).
HOW CAN BUSINESSES STAND
OUT ONLINE?
A healthy website that is optimized based on
search intent and has relevant keywords, fresh
content, backlinks gets a better visibility online
(Baldini, n.d.).

ONLINE SEARCH BEHAVIORS
PERCENTAGE OF INTERNET USERS AGED 16-64 WHO USE EACH KIND OF SEARCH TOOL OR VISIT EACH KIND OF PLATFORM (SOCIAL
PLATFORMS, VLOGS, PINBOARDS, FORUMS, LIVE CHAT, MICRO BLOGS) FOR ONLINE SEARCHES IN THE 4TH QUARTER OF 2020
98.0%
USED A CONVENTIONAL
SEARCH ENGINE (EX.
GOOGLE)
46.7%
USED VOICE SEARCH OR
VOICE COMMANDS
44.7%
USED SOCIAL MEDIA
NETWORKS AS A MAIN
SOURCE WHEN LOOKING
FOR INFORMATION ON
BRANDS
33.8%
USED IMAGE RECOGNITION
TOOLS (EX. PINTEREST LENS)
ON A MOBILE DEVICE

USE OF SOCIAL MEDIA FOR RESEARCHING BRANDS
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO USE DIFFERENT KINDS OF SOCIAL MEDIA WHEN RESEARCHING BRANDS IN THE 4TH QUARTER OF 2020
72.1%
ANY KIND OF SOCIAL MEDIA
PLATFORM (SOCIAL MEDIA,
VLOGS, PINBOARDS, FORUMS,
LIVE CHAT, MICRO BLOGS)
44.7%
SOCIAL NETWORKS
20.8%
QUESTION AND ANSWER SITES
(EX. QUORA)
16.7%
FORUMS AND MESSAGE
BOARDS
16.1%
MESSAGING AND LIVE CHAT
SERVICES
15.2%
MICRO-BLOGS (EX.
TWITTER)
13.8%
VLOGS
10.8%
ONLINE PINBOARDS (EX.
PINTEREST)

WHY ONLINE AND SOCIAL MEDIA REVIEWS MATTER
Reviews not only affect the consumers' decision-making but also
builds a company's reputation. The more a business interacts with its
customers, the more trust and profit it gains (Anderson, 2018).
Consumers value online reviews the way they value personal
recommendations (Harding, 2020). They are more likely to consider
feedbacks from someone like them rather than a typical promotion
(Morgan, 2019).
By researching on social media sites such as Facebook, consumers
not only get the basic information about a business—they read
reviews and view tagged photos by fellow consumers (SF Media,
2017).
People turn to their friends opinion and recommendations when
considering a product—and they are also eager to share their own
feedbacks or experiences (Morgan, 2019).
92.4%
RELY ON ONLINE REVIEWS TO HELP
THEM DECIDE WHEN PURCHASING
(Ibbotson, 2018)

HOW CAN BUSINESSES UTILIZE CUSTOMER REVIEWS?
Reviews can be used by marketers to highlight the strengths of a brand and also to
identify which areas need improvement (Harding, 2020).
Reviews provide valuable lessons to marketing teams and should be shared among
those working in customer service and product development (Boitnott, 2020).
By addressing reviews on social media—whether good or bad—brands get to show
their followers and potential costumers that there are real people behind an
account (SF Media, 2017).

WAYS SEARCH BEHAVIOR ARE CHANGING DUE
TO THE PANDEMIC
Assembling critical
information
Searches related to retail;
"can you freeze" queries;
delivery methods; closing of
schools; work from home
Discovering new
connections
"With me" videos featuring
people filming themselves
while doing mundane tasks
such as cooking, cleaning,
and shopping; "study with
me" videos were up by 54%
compared to the same
period last year; virtual
happy hour; search for
multiplayer video games
Adjusting to changes in
their routines
"Do it yourself" searches;
workout routines and the
growing interest for
"stationary bicycles," "skipping
rope," and "weights"
Taking care of
themselves and others
Rising searches such as
"meditation" as well as
"virtual tour," "live zoo,"
outdoor home projects, and
landscaping
Praising everyday heroes
"Thank essential workers"
search taking an upturn
(Ivester, 2020)

HOW CAN COMPANIES HELP IN
THEIR CONSUMERS' CHANGE IN
BEHAVIOR?
Come to terms with the new normal.
Provide ample information about business operations
and assure customers that help is available.
Help customers with cancellations, refunds, and inquiries.
Stay connected.
Generate fresh and insightful content regularly.
Support own employees, customers, and community.
Consider home-based health and well-being of
customers.
(Ivester, 2020)

TOP ONLINE
MARKETPLACES IN 2021
# NAME TYPE
REGION/
COUNTRY
PRODUCT
CATEGORY
MONTHLY
VISITS
1
2
3
4
5
6
7
8
9
10
Amazon
(combined)
eBay
Mercado Libre
Rakuten
AliExpress
Shopee
Walmart.com
Etsy
Taobao
Pinduoduo
Marketplace/Retailer
Marketplace
Global
Latin America
Japan
Southeast Asia
USA
China
5.2B
1.7B
683.9M
575.8M
534.4M
457.9M
410.3M
391.8M
329.4M
241.5M
General
Marketplace
Marketplace
Marketplace
Marketplace
Marketplace/Retailer
Marketplace
Marketplace
Marketplace
Global
Global
Global
China
General
General
General
General
General
General
Arts, Crafts, Gifts
General
General
WHAT CONSUMERS BUY ONLINE
(Merton, 2021)

TOP PRODUCTS CATEGORIES SOLD BY
ONLINE MARKETPLACES
#1 General
#2 Fashion
#3 Arts, Crafts, Gifts
#4 Homewares
#5 Electronics
#6 Music
#7 Books
#8 Sports
#9 Musical Instruments
#10 Collectibles
& Antiques
#11 Toys & Baby
93
31
3
7
6
2
5
3
1
2
2
Marketplaces Visits/Months
13.5B
644.0M
402.5M
281.2M
80.8M
80.3M
42.8M
22.9M
16.8M
6.4M
6.0M
#/ Product Category
(Merton, 2021)
1 – Includes only marketplaces with more than one million visits per month.
WHAT MEN AND WOMEN BUY ONLINE
Fig. 4 Belvg (2019) Shopping Online [infographic]

FACTORS THAT CONTRIBUTED TO THE RISE
OF ONLINE PURCHASES
Proliferation of smartphones
Growth in mobile shopping
Online marketplaces
Change in the shopping behaviors of consumers
Popularity of mobile commerce
Omnichannel strategies
Influencers
Social commerce
(Etsay, n.d.)

49%
CONSUMERS IN JULY 2020 SAID
THEY WILL SHOP ONLINE MORE
FREQUENTLY EVEN IF THE
PANDEMIC WAS OVER
EMBRACING THE ONLINE DURING THE PANDEMIC
22%
CONSUMERS IN LATE APRIL 2020
SAID THAT THEY'LL CONTINUE TO
PURCHASE ITEMS ONLINE FOR
IN-STORE COLLECTION
27%
CONSUMERS IN LATE APRIL
2020 SAID THAT THEY WILL
CONTINUE TO RESEARCH
ONLINE PRIOR TO SHOPPING
IN-STORE
58%
CONSUMERS PREFER TO
SHOP ONLINE RATHER
THAN IN-STORE
(Global Web Index, 2020)

E-COMMERCE CATEGORIES THAT SURGED
DURING COVID-19
+807%
SANITIZERS, ANTI-
BACTERIAL SPRAYS, MASKS
(Adobe, 2020)
+217%
MEDICINE FOR FLU, COLD,
AND PAIN
+231%
TOILET PAPER
+87%
CANNED GOODS OR NON-
PERISHABLE ITEMS
+55%
FITNESS EQUIPMENT IN
THE U.S.
+40%
DESKTOPS AND
LAPTOPS IN THE U.S.

0% 10% 20% 30%
Food and Groceries
Household Items
Consumer Electronics
Beauty & Cosmetics
Clothing & Accessories
Furniture & DIY
Other
MOST FREQUENTLY BOUGHT ITEMS
ONLINE DURING COVID-19
(Osborn, 2020)
23.2%
25.3%
13.1%
12.5%
17.6%
5.5%
2.8%
WHAT DRIVES PURCHASES ONLINE?
Free delivery
Coupons and discounts
Reviews from other customers
Easy returns policy
Quick/easy online checkout process
Lots of comments on social media
Knowing the product is environmentally friendly
Ability to spread payments without interest
Ability to pay with cash on delivery
Exclusive content or services
Guest checkout
No sign in required
Click & Collect delivery
Live-chat box
Entry into competitions
Option to use "buy" button on social network

BEST ASPECTS OF INCREASED
ONLINE SHOPPING
(Osborn, 2020)
Time saved
No commuting
Online discounts
Large product selection
No getting ready
No social interaction
WORST ASPECTS OF INCREASED
ONLINE SHOPPING
Long and unreliable delivery
Lack of stock in items
Can't try stuff on
Can't touch and see products

THE SUBSCRIPTION ECONOMY
31%
POPULARITY OF SUBSCRIPTION CATEGORIES
% of internet users in the US/UK who would sign up for a subscription in
the next 3-6 months (July 2020)
PURCHASE A SUBSCRIPTION
BECAUSE OF ITS VALUE FOR
MONEY
TV streaming (ex. Disney+, Netflix) 47%
Food/grocery service 31%
Music streaming (ex. Spotify) 28%
Coffee 24%
Meal kit/recipe boxes (ex. Hello Fresh, Blue Apron) 17%
Pet products (ex. BarkBox) 17%
Clothes (ex. StitchFix) 16%
Alcohol (ex. craft beer) 14%
Personal grooming products (ex. Dollar Shave Club) 14%
Beauty and cosmetics (ex. Birchbox, IPSY) 14%
Educational/learning 13%
House plants (ex. Horti, BloomBoxClub) 8%
Car subscription (ex. Zipcar) 5%

55%
CONSUMERS IN MAY 2020
ACROSS 13 COUNTRIES DECIDED
TO DELAY PURCHASING
VACATIONS DUE TO THE
CORONAVIRUS
DELAYED PURCHASES
ONLINE HEALTHCARE
20%
INTERNET USERS IN THE U.S.
REACH OUT TO A MEDICAL
PROFESSIONAL ONLINE WHEN
FEELING UNWELL
MORE PEOPLE IN THE U.S. AND
UK TURNED TO TELEHEALTH
SERVICES, CONSULTING
DOCTORS VIA PHONE OR VIDEO
CALL, HELPING THEM MAINTAIN
THEIR HEALTH IN THE TIME OF
COVID-19.

HOW CAN ONLINE BUSINESSES KEEP UP?
Intuitive online shopping experience
Online promos and offerings
Updated website design that's easy to navigate
Product pages with substantial information
Seamless omnichannel
Delivery services
Contactless ordering and payments
(Morgan, 2020)
*

HOW TO DRIVE FOOT TRAFFIC IN STORES AGAIN
More efficient modes of payment (ex. self-service, in-app
checkout) 33%
A space for relaxation (ex. cafes) 18%
A more personalized shopping experience (ex. personal shopper)
18%
Product demonstrations 16%
Click-and-collect options 16%
Expert advice (ex. one-to-one consultations) 13%
Interactive experiences (ex. art exhibitions) 12%
Live music 10%
Ways to connect with the brand on social media in store 9%
Immersive experiences (ex. augmented reality) 8%
44%
INTERNET USERS WHO WOULD VISIT A
PHYSICAL STORE GRANTED THAT SAFETY
MEASURES ARE IN PLACE
% of internet users in the U.S./UK who say the following factors would make them visit or purchase an item in a physical store
AS CUSTOMERS' SHOPPING BEHAVIOR CHANGE OVER TIME, BOTH
ONLINE AND PHYSICAL STORES SHOULD KEEP UP WITH THE
TIMES, TOO.

BRAND-CONSUMER RELATIONSHIP
Be eco-friendly 46%
Listen to customer feedback 44%
Be socially responsible 44%
Help you organize/simplify your life 37%
Make you feel valued 36%
Help you improve your knowledge/skills 35%
Support local suppliers 31%
Offer customized/personalized products 30%
Support charities 28%
Help you improve your image/reputation 23%
Run customer communities/forums 18%
WHAT DO INTERNET USERS WANT
BRANDS TO DO?
WHAT WOULD MOTIVATE INTERNET
USERS TO PROMOTE THEIR FAVORITE
BRAND ONLINE?
High-quality products 49%
Rewards (discounts, free gifts, etc) 41%
Great customer service 35%
Love for the brand 35%
Relevance to own interests 32%
The feeling of taking part/being involved 23%
Personal relationship with a brand 21%
Relevance to friends' interests 21%
Having insider knowledge about the brand/products 21%
Access to exclusive content or services 20%
When something enhances one's online reputation 16%

WINNING
THE
PURCHASE
JOURNEY
In order for brands to win over
consumers, they need to understand their
true intent behind purchasing. Turning
them into loyal consumers requires
brands to understand what consumers
require of them and what these buyers
value.
Quality, financial incentives, great customer service, and taking note
of preferences play integral parts in turning consumers into brand
advocates.
Brands that understand the
nature of their target
audiences and what sets
them apart from the general
public are set to a build a
long-term relationship by
catering to their audiences'
specific needs.

VALUE-FOR-MONEY
PROPOSITIONS
As consumers become more
mindful of their spending due to the
current economic climate,
companies should be able to come
up with budget-friendly offers
without having to compromise the
quality of products. 'Buy now, pay
later', flexible subscription
models, and bulk discounts are
some of the ways businesses can
attract and help frugal shoppers.
Offers should also take into consideration health and wellness, as
well as self-care or mental wellbeing of consumers.
It's important for business to
empathize with their
customers as job insecurity
and reduced household
income loom.
(Angus and Westbrook, 2021)

As more people choose online video over traditional broadcast viewing, average online viewing time also continues
to increase over time. In 2020, the average viewing time was 7 hours and 55 minutes or 7.91 hours per week - a 16%
increase from 2019's 6.8 hours (Limelight, 2020, see Fig. 5).
Fig. 5. Limelight (2020) Average Online Viewing Time [bar graph]
ONLINE VIDEO CONSUMPTION

When it came to watching user-created videos, YouTube reigned supreme with 65% choosing the
platform (Limelight, 2020, see Fig. 6).
Fig. 6. Limelight (2020) User-Created Videos [table]

WHY DO A LOT OF PEOPLE GO TO YOUTUBE?
37%
To improve
school/job skills
38%
To get inspiration
or motivation
39%
To de-stress
42%
To relax
50%
To see something
unique
54%
To help solve a
problem
54%
To satisfy one's
curiosity over
something
56%
To learn something
new
57%
To be entertained
65%
To fix something
home- or car-
related
(2and2 and Google, 2017)

There were a lot of meaningful ways
video played a role in people's lives
especially during the pandemic.
Streaming helped ease their anxiety and
made them happy, learn news skills,
reflect on their goals, be more informed
about various issues, and feel engaged
(Gardner and Hensler, 2020).
STREAMING DURING THE PANDEMIC
Fig. 7. Google/Talk Shoppe, U.S. (2020) Top Drivers of Increased Video Usage
Across All Streaming Services [graph]

4.0
BROAD CONTENT
PROVIDERS (HULU,
NETFLIX, AMAZON
PRIME, APPLE TV)
STREAMING PLATFORMS: HOURS SPENT
PER WEEK IN 2020
2.9
LIVE TV PROVIDERS
(HULU LIVE, YOUTUBE
TV)
1.9
SPECIALIZED
CONTENT PROVIDERS
(DISNEY+, CURIOSITY
STREAM)
1.7
SPORTS PROVIDERS
(ESPN+, FUBO)
More viewers favored broad content providers such as Netflix
and Amazon Prime due to their varied content that catered to
their preferences.
(Limelight, 2020)

PEOPLE GLOBALLY ADDED
STREAMING SERVICES, WITH 40%
SAYING IT'S DUE TO SPENDING
MORE TIME AT HOME
47%
SHARE STREAMING
ACCOUNT LOGIN
INFORMATION
37%
STREAMING ADVANTAGES
Access
The wide selection of contents available
with a touch of a button
01
Control
The freedom to explore the content that you
want
02
Relevance
Content according to your preferences
03
(Albert, 2020)
(Limelight, 2020)

OTT
SVOD
OVER-THE-TOP (OTT) SERVICES AND SUBSCRIPTION
VIDEO ON DEMAND (SVOD): WHAT'S THE
DIFFERENCE?
Over-The-Top (OTT) refers to the distribution of contents
such as TV shows and films directly to consumers via the
internet, bypassing the traditional cable subscription or
satellite pay TV service (VodLix, n.d.). With this, consumers
can access video contents via internet-enabled Smart TV,
streaming sticks, and game consoles (Phase 3 Digital
Agency, 2018).
Subscription Video on Demand (SVOD) is a type of OTT
which requires users to pay a subscription fee to be able to
access video contents such as Netflix (Gal, 2021).

NETFLIX AND OTHER
SVOD GIANTS
Netflix currently leads the
subscription streaming services,
having the first-mover advantage in
digital video streaming with over
203 million subscribers (Wallach,
2021).
Fig. 8. Visual Capitalist (2021) Streaming Wars [infographic]

One of the reasons for Netflix's dominance is due to its investment in original content paying off. In 2017, half of
the households with braodband in the US signed up for Netflix (Alba, 2017). Now, nearly two-thirds of the
American households have Netflix. It now has over 1,500 original contents since it started producing its own titles in
2013 (Cook, 2021). The screenshot shows some of Netflix's original contents available globally (Film Daily, 2020,
see Fig. 9).
Fig. 9. Film Daily (2020) Netflix Originals [screenshot]

Netflix, Disney+, and Amazon Prime Video are examples of streaming
services that caters to everyone with their content, having shows for kids,
adults, and movie and sports enthusiasts (Sherman, 2021).
While Netflix has the most number of subscribers worldwide, Disney+ has
seen a rapid growth in just one year, with almost 95 million subscribers since
its launch in 2019 (Wallach, 2021).
During the first half of 2020, Netflix even grew exponentially along with its
competitors as people stayed home (Canales, 2021). However, its slowing
subscriber growth during the second half was in large part due to fewer
originals and films brought about by pandemic-related delays (Ha, 2021).
While widely successful streaming services like Neflix, Amazon Prime Video,
and Disney+ continue to dominate, other streaming services can attract
subscribers by owning a niche audience or a specific target market
(Sherman, 2021).

REASONS FOR CANCELLING
SVOD SERVICES:
01 Subscription price
02 Lack of content that
consumers prefer to watch
(Limelight, 2020)
HOW PROVIDERS CAN
RESPOND TO CONSUMERS
A video delivery infrastructure for content providers
to deal with the traffic load and to be able to keep
up with the rapid growth of online viewers
Scale
High-quality viewing experience that guarantees
high-quality picture and less or no stream rebuffering
Quality
Desirability of the content, so viewers are compelled
to subscribe after their free trial
Content/Price
(Limelight, 2020)

LIVESTREAMING
64%
MORE LIKELY TO TUNE INTO LIVE
EVENTS ONLINE IF THE STREAM
IS THE SAME TIME AS THE
BROADCAST (LIMELIGHT, 2020)
22%
WOULD LIVE-STREAM
CONFERENCES/TALKS IF LIVE
EVENTS CAN'T TAKE PLACE DUE
TO COVID-19 (GLOBAL WEB
INDEX, 2020)
42%
WOULD LIVE-STREAM
CONCERTS IF LIVE EVENTS
CAN'T TAKE PLACE DUE TO
COVID-19 (GLOBAL WEB INDEX,
2020)
42%
WOULD LIVE-STREAM SPORTS
EVENTS IF LIVE EVENTS CAN'T
TAKE PLACE DUE TO COVID-19
(GLOBAL WEB INDEX, 2020)
21%
WOULD LIVE-STREAM THREATER
SHOWS IF LIVE EVENTS CAN'T
TAKE PLACE DUE TO COVID-19
(GLOBAL WEB INDEX, 2020)

392%
INCREASE IN MINUTES OF LIVE
STREAMING YOGA AND
MEDITATION IN 2020
(Uscreen, 2020)
980%
INCREASE IN MINUTES OF
LIVE STREAMING ONLINE
CLASSES IN 2020
(Uscreen, 2020)
HOW LIVESTREAMING HAS
HELPED PEOPLE DURING
THE PANDEMIC:
01 Foster connections with brands
02 Cope with COVID-19 restrictions
03 Recreate face-to-face in the
comfort of the viewers' own
home
(Madwar, 2021)

In October 2020, South Korean boy group BTS set a new Guinness World Record title for most viewers for a music concert live
stream with almost one million viewers of Map of the Soul ON:E (Valley, 2020). The K-pop titans' concert tallied almost a million
viewers from 191 countries, earning an estimated $43 million from their two-day virtual concert, which featured different stages,
augmented reality, and extended reality (Bandwagon, 2020). The photograph shows the seven members during the online
concert (Big Hit Entertainment, 2020, see Fig. 10).
Fig. 10. Big Hit Entertainment (2020) Map of the Soul ON: E [photo]

VIDEO MARKETING: BUSINESSES USING
VIDEO MARKETING
85%
41%
THE INCREASE IN THE NUMBER
OF BUSINESSES USING VIDEO
AS A MARKETING TOOL SINCE
2016
91%
MARKETERS SEE THE
IMPORTANCE OF VIDEO FOR
BRANDS DURING THE PANDEMIC
BUSINESSES USED VIDEO AS
ONE OF THEIR MARKETING
TOOLS IN 2020
MOST COMMONLY-CREATED
TYPES OF VIDEOS:
Explainer Videos 73%
Social Media Videos 67%
Presentation Videos 51%
Sales Videos 41%
Video Ads 41%
(WyzOwl, 2021)

69% PREFER WATCHING SHORT VIDEO WHEN LEARNING
ABOUT A PRODUCT OR SERVICE
96% HAVE LEARNED MORE ABOUT A PRODUCT OR A SERVICE BY
WATCHING AN EXPLAINER VIDEO IN 2020
84% SAY THAT THEY HAVE BEEN SWAYED TO BUY A
PRODUCT OR SERVICE AFTER WATCHING A BRAND'S VIDEO IN 2020
CONSUMERS AND VIDEO
(WyzOwl, 2021)

MARKETERS AND VIDEO PLATFORMS
87%
87%
VIDEO MARKETERS SAID THAT
YOUTUBE WAS AN EFFECTIVE
CHANNEL IN 2020, UP FROM
83% LAST YEAR
62%
MARKETERS USED WEBINARS IN
2020, UP FROM 46% IN 2019
VIDEO MARKETERS USED
YOUTUBE IN 2020
(WyzOwl, 2021)
20%
MARKETERS USED TIKTOK IN
2020, WHICH DOUBLED FROM
10% IN 2019
67%
REPORTED THAT THE USE OF
TIKTOK WAS EFFECTIVE IN 2020

Live Streaming
01
ONLINE VIDEO TRENDS IN 2021
INCREASE IN WATCH TIME
FOR LIVE CONTENT IN 2020
(Albert, 2020)
250%
Video Traffic on Search Engines
02
THE ESTIMATED LENGTH OF TIME
AN AVERAGE PERSON WILL
SPEND WATCHING ONLINE VIDEO
IN 2021 (Marketing Charts, 2019)
100
MINUTES/DAY
As more people are looking for videos, Google,
the world's largest search engine is prioritizing
online video in its search results.
Video Content Going OTT
03
THE TIME PEOPLE WILL SPEND WATCHING
ON A SUBSCRIPTION OTT SERVICE A DAY
BY 2022 (Droesch, 2020)
1+
HOURS/DAY
As more people are cord-cutting or opting out of their
cable subscriptions, more are leaning towards OTT apps
that allow for viewers to access videos via Smart TVs,
game consoles, streaming boxes, mobile devices, etc.
Short Form Videos on Social Media
Platforms
04
The birth of Instagram Reels, YouTube Shorts, and
Snapchat Spotlight in response to the rise of Tiktok, as a
way to respond to the viewers' attention spans
Vlogs for Video Marketing
05
GROWTH OF #WITHME VIDEOS ON
YOUTUBE IN 2020 (Youtube, n.d.)
600%
(Madwar, 2021)

01 Produce live videos to engage with followers, keep
them posted, and raise brand awareness.
WHAT CAN BUSINESSES, MARKETERS, AND
CREATORS DO?
02 Optimize video contents by using the right keywords in
the tags, description, and title of videos to rank higher
on both Google and YouTube.
03 Consider investing in OTT apps to reach more people
and generate more revenue.
04 Utilize short-form videos on social media platforms to
be prioritized by social media algorithms.
05 Include vlogs in one's marketing strategy to foster
connection with the audience and humanize a brand
and make it relatable.
(Madwar, 2021)

Omnichannel approach allows for a customer to use a
channel and proceed to another channel in
completing a purchase seamlessly.
Through an omnichannel approach, a customer uses
multiple channels that are pat of a unified buying
journey.
Example: a customer searches for an item on your
site, proceed to engage in your social media posts to
gather more info, tags his/her friends, then visits
your store, asks for assistance from your staff to
discuss some product specs through a tablet
in your store, and finally purchases the item
CONSUMER TRENDS
OMNICHANNEL CUSTOMER EXPERIENCE
01
02
03
04
05
MOST COMMONLY USED
CHANNELS IN THE U.S.
Brick-and-mortar shop
Social media
Website
Pop-up shops, markets, events
Amazon
(Vishnoi, 2021)

CONSUMER TRENDS
WHY BUSINESSES SHOULD CONSIDER
OMNICHANNEL CUSTOMER EXPERIENCE
01
02
03
04
BUILDING AN OMNICHANNEL
EXPERIENCE
Know where your customers' journey begins
Know which mode of communication your
customers prefer
Ask for feedback and consider
customers' suggestions
Train each department in charge of
providing customer support
(Vishnoi, 2021)
(Collins, 2019)
250%
CONSUMERS WHO USED THREE OR MORE
CHANNELS HAD A FREQUENCY RATE THIS HIGHER
THAN THOSE WHO USED JUST ONE CHANNEL
13%
THE AVERAGE ORDER VALUE OF THOSE WHO
USED THREE OR MORE CHANNELS WAS THIS
HIGHER COMPARED TO THOSE WHO DID NOT

MOBILE
COMMERCE
Also known as m-commerce, mobile commerce refers to any
monetary transaction done within the use of a mobile device. E-
commerce refers to monetary transactions done over the
internet, whereas m-commerce is more specific, and in its
simplest form, a branch of e-commerce (Walden, 2019).
WHAT IS MOBILE COMMERCE?
01
Mobile Shopping
Purchasing items on websites, subscribing to streaming services, buying
digital copies of songs
02
Mobile Banking
Sending money to another bank without having to go to banks or ATMs,
transferring funds, paying bills
03
Mobile Payments and Digital Wallets
Using of QR codes as a mode of payment, splitting bills via
digital wallets
TYPES OF MOBILE COMMERCE
(Kompaniets, n.d.)
CONSUMER TRENDS

THE IMPACT OF THE GROWTH OF MOBILE COMMERCE
For consumers, the growth of mobile commerce
provided convenience, as it allowed them to shop and
do monetary transactions wherever and whenever they
want. For business owners, it meant faster purchases as
customers are able to buy with a touch of a button.
Mobile commerce also allowed them to know the profile
of their customers better and foster connection via
email and push notifications (Walden, 2019). The graph
shows that with more consumers using smartphones for
their purchases in US alone, the total amount of money
spent when shopping online is also expected to increase
almost thrice from 2018 to 2022 (eMarketer, 2019, see
Fig. 11).
Fig. 11. eMarketer (2019) Smartphone Retail Mcommerce Sales [graph]
CONSUMER TRENDS

Mobile money transfers
Electronic tickets and boarding passes
Digital content purchases and delivery
Contactless payments and in-app payments
Mobile banking
Location-based services
Mobile marketing, coupons, and loyalty cards
The growth of mobile
commerce also contributed
to the growth and creation
of industries and services
such as:
(Mali, n.d.)
CONSUMER TRENDS

37%
USED CONTACTLESS
CARD PAYMENTS
CONTACTLESS PAYMENT OPTIONS
29%
ORDERED AND PAID
AHEAD USING AN APP
28%
USED P2P PAYMENTS
(EX. PAYPAL, VENMO)
20%
USED MOBILE PAYMENTS
(EX. APPLE PAY)
% of US/UK internet users who have opted for the following purchasing options
more due to the pandemic
7%
USED QR CODE
PAYMENTS
CONSUMER TRENDS

60%
WOULD BUY FROM A WEBSITE
THAT INVOLVES CHATBOTS TO
CATER TO THEIR INQUIRIES
77%
TRUST THE ACCURACY OF
CHATBOTS WHEN GATHERING
INFORMATION SUCH AS NAME
AND LOCATION
ARTIFICIAL INTELLIGENCE/CHATBOTS
(LivePerson, 2020)
76%
TRUST CHATBOTS TO HELP THEM
WITH PRODUCT INQUIRIES
CONSUMER TRENDS

BENEFITS OF USING A
CHATBOT FOR BUSINESSES
Improves customer relations, making their shopping experience
seamless
Most helpful when customers ask the most common and simplest
questions
Can cater to customer concerns or reassure customers that they
will be contacted as soon as an agent is available
Can drive sales to a store by offering sound advice to customers
and alerting them with notifications
Can collect data which can help businesses identify their
customers' preferences
Helps businesses introduce new products and services
CONSUMER TRENDS
(Vishnoi, 2021)

AUGMENTED REALITY
19%
WHAT CAN BUSINESS DO?
JUST THIS PERCENTAGE OF GEN Z
ARE NOT INTERESTED IN AR AS
COMPARED TO 56% OF BABY
BOOMERS
Augmented Reality (AR) is an interactive
experience that allows for a virtual representation
of a product to be superimposed in a real-world
environment. As more consumers opt to shop
online or from the comfort of their own homes,
providing an interactive experience such as AR
gives brands an opportunity to better present their
products to consumers.
The key is to make the consumers have a
better grasp of the technology and teach them
how to use it.
CONSUMER TRENDS

AUGMENTED REALITY
CONSUMER TRENDS
Fig. 12. Ikea (2017) Augmented Reality [image]

VOICE SEARCH
20%
% OF GOOGLE SEARCHES ON
MOBILE DEVICES THAT ARE
VOICE SEARCHES
(Barysevich, 2020)
CONSUMER TRENDS
WHY DO PEOPLE USE VOICE SEARCH?
(Mondo, n.d.)
01 To be able to do multiple tasks at one
02 To order food in the comfort of one's own home
03 To obtain information instantly
04 To ease daily tasks
(Gupta, 2020)
HOW CAN BUSINESSES ACE VOICE
SEARCH OPTIMIZATION
Understand your target audience and how they use their devices.
Write more conversational content by using long tail keywords that are
often used in natural phrases.
Be more detailed and direct when answering common questions.
Create FAQ pages that answers the most common questions that begin
with "Who"," "What," "Where," "When," and "How."
Make sure your site is mobile friendly and caters to local queries.

LIVESTREAM SHOPPING
$4.4B
AMASSED FROM CHINESE
LIVESTREAMING MARKET IN
2018
456M
TOTAL ESTIMATED
NUMBER OF LIVESTREAM
SHOPPING VIEWERS IN
2018
44%
CHINESE INTERNET USERS
HAVE THE TAOBAO APP,
WHICH IS POPULAR FOR
SHOPPING LIVESTREAMS
CONSUMER TRENDS
Fig. 13. Confer With (2021) Livestream Shopping in China [image]

LIVESTREAM SHOPPING
CONSUMER TRENDS
HOW CAN LIVESTREAM SHOPPING
ELEVATE SELLING ONLINE
WHY CONSIDER
LIVESTREAMING?
Creates a sense of buying
urgency during the stream
Increases customer
engagement
Increases sales
Holding garden walkthroughs, grocery shopping sessions,
backyard bbq, as well as crafting spreads for game-days are
just examples of livestreams a business can hold to help at-
home shoppers decide faster, as it's engaging and it feels
human
Retailers who can hold livestream shopping in their own
platform make it possible for their customers to watch any
time they want
Livestreams can also be repurposed and spliced into shorter
contents that can be used in social media platforms
Retailers get an idea of their demographic and get insights
that could help them strategize as they move forward
(Alexander, n.d.)

SOCIAL COMMERCE
(Boyle, n.d.)
30%
WOULD PURCHASE ITEMS FROM
A SOCIAL MEDIA NETWORKS
SUCH AS FACEBOOK,
PINTEREST, AND INSTAGRAM
CONSUMER TRENDS
Fig. 14. Vamp (n.d.) The Shop Tab [image]

SOCIAL COMMERCE
(Boyle, n.d.)
CONSUMER TRENDS
WHY BUSINESSES SHOULD
CONSIDER SOCIAL COMMERCE
WHY SOME AUDIENCES
PREFER SOCIAL
COMMERCE
Some consumers prefer
buying directly within a
social media platform due
to its simpler purchase
journey, without the extra
clicks and steps.
01 There are more than one billion daily active
users on Facebook
02 60% of Instagram users discover new products on
the platform
03 ROI on social media messenger is higher
than that of email's
04 Its simpler purchase journey helps prevent
abandonment

In most countries, the internet has become a daily staple, and for
digital natives such as millennials, it’s hard to imagine life without
connectivity and mobile devices (Neosperience Team, 2021).
Used appropriately, the internet can help improve lives by making it
easier to obtain information, explore opportunities, stay connected,
and speak our minds (Ruiz, 2021).
Over the years, new technologies have also made it possible for
consumers to buy all sorts of products—from contents to airline tickets
down to grocery products—with just a few clicks whenever they are.
The rise of ecommerce has also created commercial opportunities for
small- and medium-sized enterprises (Dentzel, n.d).
The coronavirus pandemic has further highlighted the necessity of
internet connectivity, as most activities were done online (Abbruzzese,
et al., 2020). When the pandemic is over and people start to navigate
the outside world, some still intend to keep their online habits and
routines, embracing a hybrid life (Ruiz, 2021).
SUMMARY

While there are countless benefits to using the internet,
there is also a level of unease due to rudeness,
misinformation, toxicity, and when users feel exploited by
brands and regular users (Ruiz, 2021).
For businesses to stay relevant and succeed in the digital
age, it is imperative to keep up with ever evolving
technologies and cater to their customers’ needs, as
business and technology should go hand in hand
(Neosperience Team, 2021).
It takes more than a good product to foster a deeper
connection with consumers (Global Web Index, 2020), and
it’s important for brands to strive for high level of ethics,
accountability, and to have a sense of purpose as they
uphold the interests and well-being of their consumers
(Parry, 2018).
SUMMARY

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