A presentation on how the use of devices has changed over time and the influence of technology on our behaviour.

1. Assignment 2
How audiences use technology and its impact on their lives.
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2. Access to the internet
The biggest percentage of internet users in the world are located in Asia. The smallest percentage is from
Australia and Oceania and Middle East. (Internet World Stats, 2018)
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3. Access to the internet
This of course is related to population. If we look at the table below, Asia holds 51.1% of the World’s
population and the percentage of people using internet is 48.7. Surprisingly, if we compare Europe and Africa,
their ratio of internet users to population is disproportionate (Europe having less percentage of World
population but higher internet use. It is important to stress out the rapid growth of internet users in Africa and
Asia between 2000- 2018. (Internet World Stats, 2018)
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4. Internet speed
A typical response time on the Internet is 200 ms (milliseconds) = 1/5th of one second . The "traffic index" is a
score from 0 to 100 where 0 is "slow" and 100 is "fast". (Internet World Stats, 2018)
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5. Digital Devices used by the audience
15
25
35
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4 (Stat Counter,
2018)

6. Digital Devices used by the audience
According to this data, how long we use
a device does not necessarily equate
with how often we use it. For example:
we watch TV for over 2 hrs per day, but
this is spread over approximately 5
sessions, whereas we spend less time
using smartphone (approx. 100 min )
but the number of times we use it totals
up to 75 times per day on average!
(Verto Analytics, 2017)
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7. How customers search for information
Browser Market Share Worldwide - February 2018 (Stat Counter, 2018)
● Chrome 57.46%
● Safari 14.39%
● UC Browser 7.91%
● Firefox 5.5%
● Opera 3.69%
● IE 3.06%
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8. How customers search for information
Google searches:
● 50.4 consumers only visit the first search page
● ‘individuals view less than 2% of searches
below the top five results on the first page’
(Hinckley, 2016)
● Reviews affect our purchasing decisions: 67%
of people are influenced by online reviews
● The most visited sites before buying a product:
Google+, Yelp, Wikipedia, Tripadvisor.
● Negative comments affect purchasing: 1
negative comment will discourage 22%
customers, 3 negative comments will result in
59.2 lost customers
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9. What do people buy online
The UK:
● Entertainment (concert and cinema tickets
accounted for one in four online purchases)
● Membership renewal (insurance, payments
to the bank account etc.) took 27% online
transactions
● Only 7 % grocery shop transactions were
done online (Peachey, 2017)
China -2nd biggest online purchaser (Khalid,
2018):
● Cosmetics
● Bags
● Apparel women
● Shoes women
● Accessories
● Home Deco (Gentleman, 2016)
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10. Online Video consumption
● 4x more people prefer watching a
video instead of reading
● Optimum video duration is 60 sec
and under
● YouTube is the biggest platform:it
has almost one-third of internet
users
● Between YouTube and Facebook,
48%people spend 1 hour per week
watching videos
● Video is the leading form of entertainment:
reaches 64% of consumers; audio reaches
37%, games 41% (eBizMBA, 2017)
● Top 5 video websites (eBizMBA, 2017):
1. YouTube
2. Netflix
3. Vimeo
4. Yahoo Screen
5. Daily Motion
(13)
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11. Online Video Consumption
Consumption by device:(eBizMBA, 2017)
● Viewers will use smartphones for watching:
beauty, fashion, entertainment, pop culture
● Desktops are most commonly used for travel and
food videos
● TV is used for streaming news, sport and comedy
14
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12. How consumers’ use of technology has changed
● There has been a drastic shift from using
desktop as a main device to a mobile
● In video consumption there is a steady shift
from TV to mobiles
● People use multiple devices at one time (72%
smartphone owners use their phone when
watching TV, 16% use social media)
(Kolovich, 2016)
● Average US adult spends 11 hrs per day with
their devices (Nielsen, 2018))
● Social media changed purchasing habits: we
want to share pictures of what we bought
● We have less than 8 seconds attention span
now (Beal, 2018)
● Thanks to platforms such as Netflix / Hulu,
we stream what we want instead of waiting
for the right programme on TV
● We have grown into instant services: Uber,
Lyft, next day deliveries on Amazon / eBay
(Jefferson, 2016)
● Thanks to location function on our devices
we can see who is in the area or get easy
directions (Google navigation, Tinder)
(Jefferson, 2016)
● smartphones and social networking apps,
have transformed how we keep in touch with
family and friends (Claveira, 2017)
● Wearable devices are to improve the quality
of our lives (watches with health apps)
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13. Summary
According to world statistics, Asia is the biggest internet consumer and the number of internet users is growing
there rapidly. However, It is not a leader in the percentage of people using the internet- here on top of the list
are Europe and North America.
We have changed our device use habits: smartphones took over desktops in 2018 as primary devices. The
number of mobiles exceeded the number of people on the planet in 2014. We have now on average 2 devices
per person, spend over 100 min per day on our mobiles and almost 3 hrs watching TV. We mesh and stack
while watching TV and keep instant contact with our friends and family.
When shopping, we rely on recommendations and our purchasing choices are influenced by ratings. We do
multitude of transactions online, expecting free deliveries and returns as standard services.
Our attention span got reduced to less than 8 seconds and as a result an optimum video content people are
willing to absorb is on average 1 min. We tend to use some specific devices for certain purposes (e.g. mobile for
social media, TV for sport etc.)
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14. References
1. https://www.internetworldstats.com/stats.htm
2. https://www.internetworldstats.com/stats.htm
3. http://www.internettrafficreport.com/main.htm#graphs
4. http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet
5. http://www.vertoanalytics.com/chart-of-the-week-which-devices-are-used-most-often/
6. http://gs.statcounter.com/
7. Hinckley, D. (2015) ‘New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews’, ‘MOZ’,September 2nd,,
Available at: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
8. Hinckley, D. (2015) ‘New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews’, ‘MOZ’,September 2nd,,
Available at: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
9. Hinckley, D. (2015) ‘New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews’, ‘MOZ’,September 2nd,,
Available at: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
10. Peachey, K. (2017) ‘UK's online shoppers top global spending survey’, BBC News [online], 21 April. Available at:
http://www.bbc.co.uk/news/business-39655039
11. Khalid, S. (2018) ‘Global Online Retail Spending – Statistics and Trends’, Available at:
https://www.invespcro.com/blog/global-online-retail-spending-statistics-and-trends/
12. Gentleman (2016) ‘Top 15 Products purchased Online in China’[online], Available at:
http://ecommercechinaagency.com/5748-2/
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15. 13. Hubspot, ‘Video Marketing Statistics’ (2016), The Ultimate List of Marketing Statistics’ [online], Available at:
https://www.hubspot.com/marhttps://thenextweb.com/insider/2017/11/10/5-ways-technology-is-changing-consumer-behaviors/ketin
g-statistics
14. eBizMBA (2017), ‘Top 15 Most Popular Video Websites’ [online], Available at:
http://www.ebizmba.com/articles/video-websites
15. Kolowich, L. (2016) ‘How & When People Use Their Favorite Devices [Infographic]’, HubSpot [online], Available at:
https://blog.hubspot.com/marketing/device-usage-stats
16. Nielsen, A. (2018) ‘THE DATABASE: EPISODE 5, MEDIA MINUTES, DIGITAL DEVICES, AND THE GENERATION
DRIVING TODAY’S TRENDS’ [Podcast], 22 January, Available at
:http://www.nielsen.com/us/en/insights/news/2018/the-database-episode-5-media-minutes-digital-devices-and-millennials.html
17. Beal, G. (2018) ‘5 ways technology is changing consumer behaviors’ [online], Available at:
https://thenextweb.com/insider/2017/11/10/5-ways-technology-is-changing-consumer-behaviors/
18. Jefferson, G. (2016) ‘5 top ways tech has changed since 2008’ [online], Available at:
https://www.usatoday.com/story/tech/2016/11/13/5-top-ways-tech-has-changed-since-2008/93527624/
19. Claveira, K. (2017) ‘4 examples of how technology is changing consumer behavior’ [online], Available at:
https://www.visioncritical.com/4-examples-how-technology-changing-consumer-behavior-1/
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16. https://digitalcampout.wordpress.com/2018/
04/08/how-we-use-technology-and-its-impac
t-on-our-lives/