Evolution of Digital Marketing Assignment 2

Thank you for inviting me here today to talk to you about how today’s audiences use the vast array of technology available to them and how
it impact their lives. Over the next few minutes we will look at the internet its beginning and how access to it has changed and how the
devices that are available today to access said internet. Searching for information sounds self explanatory but i think you will be surprised
on how you the customers search for information. The next question we must ask is what are we the consumer buying online today as there
doesn't seem to be many things you cant buy online. Possibly one of the biggest things on the internet today is that of videos, we will look at
just how much video consumption is taking place today. And finally consumer trends, what's changed how we use technology over the past
few years?
Photo by Ann H from Pexels

How digital technology has impacted
the lives of consumers and businesses
around the world
Photo by Pixabay from Pexels

Access to the
internet

Internet users in 2018 was 3.9 billion that is currently at 4.7 billion at the beginning of 2021 and is
predicted to grow to 5.3 billion by 2023. (Perspectives and Report, 2020)
3.9
4.2
4.5
4.7
5.0
5.3
0
1
2
3
4
5
6
2018 2019 2020 2021 2022 2023
BILLIONS
OF
INTERNET
USERS
Number of people
using the internet
in 2021 and the
predicted growth
Fig. 1

0
1
2
3
4
5
6
7
8
Total Population Unique Mobile Phone Users Internet Users Active Social Media Users
Urbanisation 56.4% vs Population 66.6% vs Population 59.5% vs Population 53.6%
7.83
BILLION
5.22
BILLION 4.66
BILLION 4.2
BILLION
BILLIONS
Mobile, Internet
& social media use
This chart shows the state of digital technology globally as of January 2021. With the onset of a
global pandemic in 2020 more and more people turned to connected technology with mobile phones
being one of the most used devices to connect to the internet, 5.22 billion unique users up to January
2021. (Digital 2021: Global Overview Report, 2021)
Fig. 2

Global digital growth
Year-on-year change in
digital adoption
Jan 2021 vs Jan 2020
Total Population Unique Mobile Phone Users Internet Users Active Social Media Users
+81 Million +93 Million +316 Million +490 Million
+1.0%
+1.8%
+7.3%
+13.2%
Axis Title
According to the United Nations the population is currently growing at 1 percent per year, unique
mobile phone users has brown by 1.8 percent and internet users by 7.3 percent.
Active social media has seen a large increase of 13.2% and is now the equivalent to more than 53
percent of the world’s population, but social media figures do not represent unique individuals as
some accounts are created for pets (animals) some are business and places and many more non
human entities. (Digital 2021: Global Overview Report, 2021)
Fig. 3

Figures from the ONS between 2011 -2019 show that the use of the internet between generations is
changing, in fact it is decreasing, the age group 16-44 years hasn't changed in recent years but the
75 years and over group has increased from 20% in 2011 to 47% (Prescott, 2019) in 2019 and 54%
in 2020, the number of adults that have never used the internet has gone down from 7.5% in 2019 to
6.3% in 2020 (Prescott, 2021).
95.5%
86.4%
74.7%
52.0%
19.9%
99.2% 97.5%
93.2%
83.2%
46.8%
16 to 44 45 to 54 55 to 64 65 to 74 75 and over
2011 2019
Changes in internet
use by generations
Fig. 4

Dial-up - We all remember the early days of dial-up back in the 90’s when the best speed you could get was 56Kbps, down the phone line, downloading a file
was a lengthy business, and the modems back then weren't cheap costing £399 for a 28.8Kbps modem. (The History of the Internet | Plusnet, 2021).
Broadband & Wifi - After all the beeps and screeches from your dial up modem cam broadband in the early 2000’s with 50% of all internet users using
broadband by 2007, wifi started to appear in 2001 and eventually replaced the plug in ethernet cables. With the introduction of the first smartphones came the
sluggish 9.6Kbps connection improved to 56Kbps with 2G increasing to 200Kbps with 3G, the release of 4G in 2010 gave us speeds of 15Mbps.
(The History of the Internet | Plusnet, 2021).
Fibre Optic Broadband - A big improvement with speeds in broadband came with development of fibre optic cables, improving the speed in which data can be
sent and received. (The History of the Internet | Plusnet, 2021).
G.Fast Internet - The next biug step in fibre broadband giving speeds over 300Mbps making quicker than broadband, G.fast has been introduced in many
locations in the UK with over 10m properties expected be using in 2021. (The History of the Internet | Plusnet, 2021).
How the speed of the
internet has changed
Fig. 5
Dial-up Broadband & Wifi Fibre Optic Broadband G.Fast Internet

Digital devices used
by audiences
Photo by Ola Dapo from Pexels

Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
33.0%
+14%
37.6%
+4.3%
39.2%
+17%
45.8%
+8.1%
49.5%
+1.2%
50.1%
Mobile’s share of
total internet time
Accessing the internet today couldn't be easier with the choice of devices available that will connect
you to the internet but it is no surprise that mobile phones account for more than half of the internet
use. Despite the dominance of the mobile phones, desktop and laptops still play a big part in
peoples lives, computer still account for 44% of internet usage. (Digital 2021: Global Overview
Report, 2021)
Fig. 6

Share of web traffic
by device
Dec 2020 v Dec 2019
Mobile Phones Laptops & Desktops Tablet Computers Other Devices
+4.6% -5.8% +3.3% Unchanged
55.7%
41.4%
2.8%
0.07%
Over 50 percent of web pages served in December 2020 were requested by web browsers running
on mobile devices, but laptops and desktop devices still hold a large share of devices despite being
down slightly compared to December 2019. (Digital 2021: Global Overview Report, 2021)
Fig. 7

One of the biggest things today is IoT (Internet of Things) which basic relates to anything that is able
to connect to the internet that has a sensor or a chip in and it can connect and exchange data.
In 2020 Ofcom online report shows 20% adults in the UK had a smart-speaker in their homes with
11% of Ul households owning some kind of smart home technology, the biggest of the smart devices
in the home is that of the internet-connected or smart TV at 51% of all adults in the UK had a smart
TV in their home. (Online Nation 2020 Summary Report, 2021)
Smart devices used in
the home in the UK
in 2020
Internet
connected
smart TV
Smart
speakers
Smart
watches
Smart home
security
Smart
heating
Smart
lighting
Smart plugs Smart video
calling
devices
Smart
bathroom
scales
Smart smoke
alarms
Smart baby
monitors
51%
22%
18%
5% 5% 4% 3% 2% 1% 1% 1%
Fig. 8

How customers search
for information
Photo by Brett Jordan from Pexels

When we search the internet we are looking for something and we have a goal of what we want, our
searches fall into 4 categories, Informational, Navigational, Commercial and Transactional, we don’t
necessarily realise this at the time as we just want to find that advice, service and may be eventually
purchase, search engine optimisation (SEO) is growing all the time and part of that is including
search intent into that optimisation. (Capes, 2020)
Search Intent
the meaning behind
a search query
Navigational
Searching for a brand or destination
Informational
Searching for information or advice around a subject
Transactional
Searching to complete a transaction
Commercial
Searching with focus around a product or service
Fig. 9

Search engines have 98% of the market when it comes to searches but there are other ways people
search for information and recommendations, social media being a prime example accounting for
44.8% of 16 to 64 year olds who use this as another way of searching the internet. 63% of global
internet users primary reason for using the internet is finding information. (Digital 2021: Global
Overview Report, 2021)
Why global internet
users aged 16 to 44
use the internet
63.0%
56.3% 55.6%
51.9% 51.7%
47.6% 46.4% 46.3% 44.4% 42.6%
38.7% 36.3% 35.2%
32.2% 30.7% 29.9%
Fig. 10

Online search
behaviours
Use a conventional search engine
(any device)
Use voice search or voice
commands (any device)
Search for brand information on
social media (any device)
Use image recognition tools
(mobile devices only)
98.0%
45.3% 44.8%
32.9%
The search engine is still the most used way that people search the internet but reports show more
than 7 in 10 also use at least one other tool other than the traditional text based search engines with
voice commands and social media becoming more popular.
(Digital 2021: Global Overview Report, 2021)
Fig. 11

What consumers
buy online
Photo by Negative Space from Pexels

During 2020 with a global pandemic taking control of the world more and more people turned to the internet, with
a lot of people in the UK in lockdown and unable to go out the internet became very important
The favourite items to buy online with 55% of the population were clothes including sports clothes as exercise
became a big part of everyone's lives. According to the Officer for National Statistics 32% of individuals in the UK
also purchased takeaway food from local restaurants and pubs who were unable to open their doors so deciding
to offer a takeaway/delivery service. (Coppola, 2020)
What consumers where
buying online in 2020
Clothes
(including
sports
clothing),
shoes &
accessories
Deliveries
from
restaurants,
fast-food
chains or
catering
services
Printed
books,
magazines or
newspapers
Furniture,
home
accessories
or gardening
products
Computers,
tablets,
mobile
phones or
accessories
Children's
toys or
childcare
items
Cosmetics,
beauty or
wellness
products
Cleaning
products or
personal
hygiene
products
Consumer
electronics,
for example
TVs, stereos,
cameras or
houosehold
applicances
Sports goods
(excluding
sports
clothing)
Food or
beverages
from stores,
or from
meal-kit
providers
Medicine or
dietary
supplements
such as
vitamins
Physical
copies of
films or
series
Physical
copies of
music
Bicycles,
mopeds,
cars, or other
vehicles or
their spare
parts
55%
32%
29% 28%
24% 22% 22%
18% 18% 17%
13% 13% 13% 12%
8%
Fig. 12

Fig. 13 above shows the amount spent by consumers on ecommerce around the world in U.S.
dollars, these figures look high but the travel, mobility and accommodation category were down more
than 50 percent year-on-year due to the global pandemic, whilst other sectors saw a growth,
especially the food and personal care. (Digital 2021: Global Overview Report, 2021)
Global Ecommerce
spend by category
Fig. 13

Online video
consumption
Photo by Adam Fejes from Pexels

A brief history of online video, back in 1993 a band called Severe Tire Damage hosted the first live streaming
concert, in 1995 ActiveMovie introduces video streaming to the masses and in 2005 the first YouTube video was
uploaded, online video sharing starts to grow thanks to faster internet access the impact of social media and the
start of the smartphone takeover. (Turek, 2016).
Video consumption changes with each generation watching more online videos than the previous, a big part of
this consumption is from the generations that have been called Gen Z (born between 1997 and 2005) and
Millennials (born between 1981 and 1996) a YouTube’s survey showed that 50% of these two generations said
they “couldn’t live” without video in their daily lives. (Bump, 2021)
Percentage of U.S.
internet users who
use YouTube
15-25 years 26-35 years 36-45 years 46-55 years 56 + years
77% 77%
73%
70%
67%
PERCENTAGE OF US INTERNET USERS WHO USE YOUTUBE
Fig. 14

Smartphone
Tablet
Laptop/Desktop
computer
Smart
TV
Games
Console
Smartphone
Tablet
Laptop/Desktop
computer
Smart
TV
Games
Console
Smartphone
Tablet
Laptop/Desktop
computer
Smart
TV
Games
Console
Smartphone
Tablet
Laptop/Desktop
computer
Smart
TV
Games
Console
Any Content On demand TV services Video content through subscription services Video or clips on video sharing platforms
58%
32%
39%
54%
8%
22%
15%
19%
45%
5%
26%
15%
20%
41%
6%
56%
26%
32%
17%
4%
Most used devices
watching online
content in the UK
With more and more devices at our disposal it is easier to watch online video content, the smartphone
and smart TV’s lead the way when it comes to devices watching online videos in Great Britain in the
first quarter of 2020, followed by laptops and desktop computers.
(Online video penetration by device Great Britain 2020 | Statista, 2021)
Fig. 15

YouTube’s
domination of videos
on social media
YouTube Facebook Linkedin Instagram
88%
76%
66% 65%
YouTube is the most popular social media platform for videos closely followed by Facebook
(Nerurkar, 2021)
Fig. 16

Consumer
trends
Photo by Anete Lusina from Pexels

Consumers are more
connected with
multiple devices
The biggest trend for consumers over the last 3-5 years is that they are more connected now than ever
before with more devices but the smartphone is the main reason, it is no longer device that is for
making a call or sending a message, it has become a major part in a lot of people lives, the speed in
connecting to the internet continues to move and grow with 5G just around the corner.
Consumers have multiple devices that enable them to connect to the internet, phone, laptop, tablet,
smart tv, smart watch and the list goes on, IoT (the internet of things) devices that can collect and
transfer data over a wireless connection, AI (artificial intelligence) devices that can display human like
capabilities like virtual assistants and speech and face recognition (What is artificial intelligence and
how is it used? | News | European Parliament, 2020) the are just 2 examples why there are multiple
devices available to consumers today.

Demand, convenience
and digital
Everything is pretty much on-demand today anything we want to know we use a device and the
majority of us Google it. Convenience, want to purchase something quickly because we don't have
time or don't want to wait, the rise of eCommerce (online shopping) enables us to do that with more
and more businesses setting up websites which also gives up more choice. Digital, we want everything
digitally now because we know we can, checking your bank account couldn't be easier because of
service providers moving to a digital format, mobile web versions are a must for any online company.
(Rose, 2020)
Photo by cottonbro from Pexels Photo by Pixabay from Pexels

Social media
One of the other big changes in consumer’s use of technology is that of social media, Facebook,
Twitter, Instagram, YouTube being at the top of a very long list, consumer’s have multiple social media
accounts, are watching more video content, although there is a lot of good to be said for social media
in how it connects people and how consumer’s can learn and purchase more online products,
unfortunately there has been a more recent trend with social media, that of bullying and racial abuse
which has also lead to the rise of mental health especially amongst the younger generation.
Photo by Raphael Brasileiro from Pexels
Photo by Tracy Le Blanc from Pexels

Summary
In summary, the growth in the number of people using the internet from 3.9 billion in 2018 to 4.7 billion users in 2021, predicted to rise to 5.3 billion by 2023 with the
population standing at 7.83 with 5.22 billion unique mobile phone used and 4.66 billion internet users. One of the biggest growths when it comes to access to the
internet is that of social media with a rise of 13.2% (+490 million) users from January 2020 to January 2021. The office of national statistics reported the difference in
the generations using the internet between 2011-2019 which increased from the 16 to 44 year old's to the 75 and over all using the internet more in 2019 compared
to 2011. What about the speed of the internet, well that has moved on rapidly from the 56kbps modems to 300mbps G. fast internet with up to 10million households
in the UK using it already in 2021.
When it comes to the digital devices used, mobile phones dominate with more than 50% of the share in 2019 compared to just over 30% in 2014, but desktops and
laptops still had a 44% share. In 2020 over 50% of web pages requested by web browsers was on mobile phones. The internet of things (IoT) is growing with a big part
of that being smart devices, from smart TV’s to smart baby monitors, in 2020 Ofcom reported 20% of adults in the UK had a smart speaker and over 50% had a smart
TV in their homes.
How we search on the internet is done in 4 ways, Informational - looking for information or advice, Navigational - a brand or destination, Commercial - a product or
service, and Transactional - ready to make that purchase/transaction. 63% of 16 to 44 years old's us the internet to find information which does cover a lot of
categories but with search engines having 98% of the market. Global overview report shows 7 in 10 people use at least one other tool other than traditional text based
search engine with voice command and social media becoming more and more popular.
From the first video on YouTube in 2005 to it now leading the way with 88% of videos watched online with Facebook 76% not far behind. Video consumption online
changes with each generation with the Gen Z and Millennials generations using online videos the most, in fact YouTube survey showed that 50% these two generations
said they couldn’t live without video in their daily lives. There are so many devices at our disposal now to watch online video but the smartphone and smart TV’s lead
the way.
Consumers are more connected and using multiple devices with the Internet of Things (IoT) and Artificial Intelligence (Ai), everything is on demand and convenient.
One of the biggest changes in consumer use of technology is that of social media, with consumers having several social media accounts, unfortunately one trend in
recent years is that of online bullying and abuse which is leading to a high number of the younger generation having mental health issues.

Reference list
Fig. 1 Perspectives, E. and Report, C., 2020. Cisco Annual Internet Report - Cisco Annual Internet Report (2018–2023) White Paper. [online] Cisco.
Available at: https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html
[Accessed 24 March 2021].
Fig. 2 DataReportal – Global Digital Insights. 2021. Digital 2021: Global Overview Report. [online] Available at: https://datareportal.com/reports/digital-2021-global-overview-
report#:~:text=Internet%3A%204.66%20billion%20people%20around,now%20stands%20at%2059.5%20percent.# [Accessed 24 March 2021].
Fig. 4 Prescott, C., 2019. Internet users, UK - Office for National Statistics. [online] Ons.gov.uk. Available at:
https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2019 [Accessed 27 April 2021].
Prescott, C., 2021. Internet users, UK - Office for National Statistics. [online] Ons.gov.uk. Available at:
https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2020 [Accessed 28 April 2021].
Fig. 5 Plus.net. 2021. The History of the Internet | Plusnet. [online] Available at: https://www.plus.net/home-broadband/content/history-of-the-internet/ [Accessed 24 March 2021].
Fig. 8 2021. Online Nation 2020 Summary Report. 1st ed. [ebook] Ofcom, p.Page 3. Available at: https://www.ofcom.org.uk/research-and-data/internet-and-on-demand-
research/online-nation [Accessed 28 April 2021].
Fig. 9 Capes, E., 2020. The Complete Guide to Search Intent for SEO. What is Search Intent?. [online] The SEO Works. Available at: https://www.seoworks.co.uk/the-complete-
guide-to-search-intent-for-seo/ [Accessed 28 April 2021].

Reference list
Fig. 12 Coppola, D., 2020. Most popular goods purchased online in Great Britain 2020. [online] Statista. Available at: https://www.statista.com/statistics/275973/types-of-goods-
purchased-online-in-great-britain/ [Accessed 29 April 2021].
Fig. 14 Tankovska, H., 2021. U.S. YouTube reach by age group 2020 | Statista. [online] Statista. Available at: https://www.statista.com/statistics/296227/us-youtube-reach-age-
gender/ [Accessed 10 May 2021].
Turek, R., 2016. The History of Online Video (INFOGRAPHIC). [online] Medium. Available at: https://medium.com/@synopsi/the-history-of-online-video-infographic-
65c44e6e6949#:~:text=In%201995%2C%20ActiveMovie%20launched%2C%20making,the%20standard%20for%20web%20video.&text=Prior%20to%20the%20rise%20of,messag
e%20boards%20or%20email%20chains. [Accessed 3 May 2021].
Bump, P., 2021. How Video Consumption is Changing in 2021 [New Research]. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/how-video-
consumption-is-changing [Accessed 5 May 2021].
Fig. 15 Tankovska, H., 2021. U.S. YouTube reach by age group 2020 | Statista. [online] Statista. Available at: https://www.statista.com/statistics/296227/us-youtube-reach-age-
gender/ [Accessed 10 May 2021].
Statista. 2021. Online video penetration by device Great Britain 2020 | Statista. [online] Available at: https://www.statista.com/statistics/289079/online-video-watching-penetration-
in-great-britain-by-device/ [Accessed 18 May 2021].
Fig. 16 Nerurkar, S., 2021. 136 Video Marketing Statistics You Can’t Ignore In 2021 | InVideo. [online] Academy for Professional Quality Video Creation. Available at:
https://invideo.io/blog/video-marketing-
statistics/?utm_source=google&utm_medium=cpc&keyword=video%20consumption%20statistics&device=c&gclid=Cj0KCQjwvr6EBhDOARIsAPpqUPGQbew62RLOeNwu3k10tnO
T8gDmEpk8yBJ5EguunvJTW8QjkLtckXcaAkpVEALw_wcB [Accessed 3 May 2021].
Europarl.europa.eu. 2020. What is artificial intelligence and how is it used? | News | European Parliament. [online] Available at:
https://www.europarl.europa.eu/news/en/headlines/society/20200827STO85804/what-is-artificial-intelligence-and-how-is-it-used [Accessed 26 May 2021].
Rose, C., 2020. How Technology Has Changed Consumer Behavior in Recent Years. [online] Swaay. Available at: https://swaay.com/how-technology-has-changed-consumer-
behavior-in-recent-years [Accessed 26 May 2021].

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