1.
How Consumers use
Technology and its
impact on their lives

2.
Introduction

3.
3 million advertisers now use Facebook.
93% purchases made by online shoppers are influenced by social
media.
90% of online consumers read reviews before even visiting a
business.
77% read online reviews before purchasing.
The rise of the online shopper

4.
Ecommerce has changes how businesses sell to their
customers and how people purchase goods and services.
Ecommerce sales in the US alone topped $25 trillion on 2017.

5.
“Just putting stuff on
shelves no longer cuts
it.”
Harvey Finkelstein, COO
of Shopify, 2018.

6.
Quality Service and
Fast Delivery are
now the minimum
expectation.
Amazon Prime

7.
Instead of..

8.
People are
now…
People are now…

9.
Changes in Global
Internet Access

10.
Humankind is now almost entirely connected.
Dec. 1995
16 million people had internet access
or 0.4% of the global populace.
Dec. 2005
By December 2005 this had risen to
1018 million or 15.7%.
Dec. 2017
As at December 2017 this was 4157
million or 54.4%
2020
By 2020 this is expected to be 4.1
billion.

11.
The Techy bit
• From the early days of “dial up”
Broadband speeds are expected to hit
47.7 megabytes per second by 2020 up
from 24.7 mbps in 2015.

12.
The evolution
of film
downloads.
What took 36 days in 1991 now
takes under 5 minutes.

13.
Changes in Devices used
to Access the Internet

14.
Exponential rise
in devices in
the last decade
• Smartphones
• Smart TVs
• Desktops
• Games Controllers
• 4.92 billion global mobile users
by 2017

15.
Global
Digital Use in 2018

16.
The rise of smartphones
2015
71% of all Internet traffic is expected to be from
non-PC devices such as tablets and smartphones
by 2020 versus 47% in 2015.
2020
Smartphones will be responsible for 30% of all IP
traffic by 2020.

17.
Predicted
Ecommerce
Spending
2015 - 2020

18.
Wearable Gadgets
Collect health data.
Predicted to be $25
billion annual
industry by 2019
With Apple watches
and Smart watches
holding 60% of the
Market Value.

19.
Forecast for
2020
10 Billion new devices and connections.
26.3 Billion devices Worldwide by 2020.
In 2015 we averaged 2.2 devices per person – this will rise
to 3.4 per person by 2020.
In 2015 there were 57 Million home wifi networks
Worldwide, this is expected to reach 423 Million by 2020.
8.4 Billion Connected Devices by 2020

20.
How Customers Search
for Information

21.
In the 90s…
There was much more limited choice for the 255 million global Internet
users. IP Traffic was dominated by:
Amazon
Ebay
PayPal
Google
Napster

22.
The Early
2000s saw
the rise of
Social Media
namely:
Youtube
Myspace
Facebook
Twitter

23.
By the late noughties..
Blogging sites such as Tumblr and Wordpress
which allowed people to have their own page
became increasingly popular – there were 1
billion internet users by 2007.

24.
The Consumer had become more:
Informed Connected Empowered

25.
Social
Networking
Surpassed Email
in November
2007 in time
spent by user.

26.
Consumers
became
prosumers, and
started to have
active dialogue
with companies.
Digitial Influencers
began to make or
break products.

27.
Furthermore
by 2017..

28.
As well as looking to social media platforms for inspiration and recommendations.

29.
Accessibility changes
• In the search for
information and options
customers now have a
constantly moving target. The
basic process however has not
changed.

30.
Changes in what
Consumers buy online

31.
The move
towards
autonomy
Professional Development
Mobile self organisation
Convenience
Elimination of the middle man between seller and buyer
Any time of day
To any location
Sites such as Amazon and eBay allow users to sell to each other

32.
Rise of eproducts and
eServices
• Ebooks
• Digital Music files and software
• Website supply
• Webinars
• The rise of the Digital Nomad

33.
Netflix and
Youtube have
essentially
revolutionised
television.

34.
Kickstarting…
• Moreover via online
learning and sites such as
Kickstarter people can start
their own business from home
more easily than ever.

35.
The rise of
ecommerce
has meant
that..

36.
The rise and rise of
online video
consumption

37.
First some
statistics, by
2020..
Video consumption will account for 79% of
IP traffic.
This is equivalent to..
3 Trillion minutes per month
Or 5 Million years per month.
Or 1 Million minutes every second.

38.
The average
online user in
the US
currently
spends 5 hours
31 minutes a
day watching
video content
including:
Ebooks Blogs
Webinars Podcasts
Videos

39.
The current status quo..

40.
To conclude
2/3 of the population of the US now spend 5 ½ hours a day watching videos online.

41.
Which is further evidence that online video marketing is pivotal to
success..

42.
How Consumers use of
technology has changed
over the last 3-5 years

43.
The rise of
the mobile
phone..
2017
65% of Black Monday sales
on Shopify were carried out
on mobile phones in 2017.
2017
35% of Total ecommerce
purchases made on mobile
phones in 2017.
2018
Predicted to be 40% for
2018.

44.
This is due to:
• Mobile Friendly sites
• Better phones
• Reduced barriers.
• The increase of facial and voice
recognition software, and with it voice
commerce such as Alexa as developed by
Amazon.

45.
Personalisation and Optimisation
The rise of Algorithims
has optimised the user
experience leading to
greater sales.
Inevitably, as the user
experience has
improved revenue has
increased.
Better content, the rise
of apps, slicker websites,
and targeted digital
analytics have also
driven online sales.

46.
Because..

47.
Similarly, service
expectations have
been raised
• Free and 1 day delivery
shopping, 1 Click purchasing,
and easier online returns are
all now expected as standard.

48.
The increase in use of Price Comparison websites has also been significant

49.
Social shopping and
the “Impluse buy”
are now facilitated
better via in app
purchasing..
On Facebook, Instagram and
Pinteret.

50.
Friction has been removed as far as possible
from the entire buying journey..
26% of desktop
users now use
Ad blockers.
80% are aware
of them.

51.
In short, we
are just more
connected..

52.
In Summary – How
technology has impacted
people’s lives

53.
The Key
Points:
• The recent rise of online networking, both
professional and social.
• Individuation – There has been a shift from
mass media communication to mass
individualised and focussed communication.
• The rise of the culture of autonomy in the form
of online learning, and a vastly increased
amount of websites and blogs.
• A decline of community in terms of normal,
physical space – applicable to work,
consumerism, and family to an extent.

54.
Simplification
of Digital
Marketing
and online
purchasing:
One click purchasing, and
generally far fewer steps
Vastly increased purchasing
power with stores available online
24/7.
The methods of interaction with
favourite brands have been
multiplied.

55.
The consumer’s
first action if in
need of
something is now
to go online
rather than to
the shops or
telephone:
• Carry out research if even curious about a
product.
• Read online reviews.
• Watch online videos and demonstrations.
• Have the item delivered in a day.

56.
And all this can now be
done via a smartphone,
24 hours a day, 7 days a
week, 365 days a year.

57.
References
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58.
References
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65.
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