1.
How consumers
use technology
and its impact on our lives

2.
Introduction:
 Due to the impact of technology on our lives, we are on the verge of a revolutionary
societal shift forward and the way in which we conduct business will never be the same.
Image 1: Sinfield, Rob (2019)

3.
Access to the
Internet

4.
Access to the Internet:
 Over the past 2 decades, the number of active internet users has increased from 147
million (or 4% of the population) to 4.3 billion users (or 56% of the population) in 2018.
Chart 1: Internet World Stats (2019)
Chart created by Sonja McCarthy
147
248 361
513 587
719 817
1,018 1,093
1,319
1,574
1,802
1,971
2,267
2,497
2,802
3,079
3,366
3,696
4,156
4,313
4% 4%
6%
9% 9%
11%
13%
16%
17%
20%
24%
27%
29%
33%
36%
39%
42%
46%
50%
54%
56%
0%
10%
20%
30%
40%
50%
60%
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Access to the Internet over time
Number of users (millions) % world population

5.
The 3 primary drivers of increasing
internet access have been:
(1) Mobile phones (2) Affordability of internet plans (3) Faster internet speed

6.
2019 Internet Minute
People are using the internet
primarily for:
• Work (Email, data exchange)
• Communication (Email, text
messages, Snapchat)
• Entertainment (Youtube, Twitch,
Netflix)
• Information (Google, Apps)
• Social connection (Tinder, Facebook,
Instagram, Twitter)
• Shopping (Amazon, Tmall, JD)
IMAGE 2: (@LoriLewis, @OfficallyChadd (2019).

7.
Text messages are becoming more
visual and voice based
Emojis GIFs Voice

8.
Brands can remain relevant and engage with
their consumers using this new language
Emojis GIFs

9.
Digital
devices used
by audiences

10.
Digital devices used by audiences:
 In Australia, Mobile Phones are the #1 device used (96%) to access the internet.
IMAGE 3: Hootesuite and We Are Social (2019).

11.
Multiple screen use:
• Consumers are often using multiple screens simultaneously, making cut-through difficult.
• This can be overcome by using video and integrating more seamlessly with platforms.
IMAGE 8: MediaKit (2018).

12.
How
customers
search for
information

13.
How customers
search for
information
• Technology and the internet
have given everyday people
the ability to search and find
almost anything they need at
the tips of their fingers in
record time.
IMAGE 4: ThinkGoogle (2016)

14.
Access to information
has revolutionized many
established industries
• The “Healthy Mummy” Facebook
group is an Australian example of
how effortless access to
information and constant member
testimonials has led to sales
generated that would not have
been achievable outside of the
online environment.
IMAGE 5: THealthy Mummy Facebook group (2019)

15.
What
consumers
buy online

16.
Online shopping is growing fast:
• Online shopping grew a significant +22% in Australia in 2018
IMAGE 8: Hootesuite and We Are Social (2019

17.
M-Commerce
has fueled
online
shopping
1
in
5
SOURCE: Australia Post (2018)

18.
Toys R Us Retail Shops Closing
The impact of lost sales due to not
being available for purchase online
has led to the demise of many brands
Toys R Us Online Only Emerging

19.
Online video
consumption

20.
By 2020
consumers
will spend
84
minutes
every day
watching
online videos

21.
Short form video
content can help to:
Improve web traffic Win sales Educate users Offer support & help

22.
Online video consumption is changing the
way brands connect with consumers
IMAGE 8: MediaKit (2018).

23.
Consumer
trends

24.
Consumer Trends Summary
Trend
Access to the internet has dramatically
grown, more then half the world’s
population now has access to the
internet
Consumers are using multiple devices to
connect to the internet, although mobile
is the most popular, with 96% of
Australians connecting online via mobile
Consumers use various online methods
to search for information or
recommendations, with Google as the
#1 online search tool
Online buying continues to grow year on
year, fueled greatly by mobile phones,
leading to the rise of Mobile Commerce
and Social Commerce.
Online video has grown greatly, driven
by platforms such as YouTube, Netflix
and Twitch. Online video has also
increased online ad spend.
Impact
As consumers increase spending their
time, attention and money online, brands
need to evolve the way they connect and
engage with consumers
Consumers are often using multiple
devices simultaneously, leading to
fragmented attention and brands need to
be more creative to cut through
Consumers are researching their
purchases, even small ones, and brands
need to ensure that their digital footprint
is accessible, informative and positive
M-Commerce and S-Commerce platforms
have grown significantly and brands need
to have a strong presence in these
platforms to remain relevant
Online video can be used for multiple
marketing strategies, from search for
information, to product demonstrations to
product reviews and recommendations
Development
The internet is expanding into everyday
items (IoT), increasing connectivity, i.e.
smart homes doing top-up online
shopping automatically
Mobile phones can collect and transmit
data with geographical accuracy, enabling
brands to deliver timely, relevant
messages to drive purchase
Voice command is revolutionizing search,
with consumers using Siri, Alexa and
various other voice enabled apps to
optimize their search experience
V-Commerce (both Voice and Video) is
expected to grow exponentially. Brands
need to future proof themselves now to
ensure they remain ahead of technology
V-Commerce (Video Commerce) has a
higher conversion rate (17%) compared
to standard banners (2%) and is set to be
the future of E-Commerce. (eMarketer 2017)

25.
3 Future Trends
Augmented Reality
Brands can use AR to
virtually create the experience
of using their brands,
demonstrate how it works,
how it looks and how it can
add value to consumer’s lives.
Chatbots
For businesses, Chatbots can
save time and money,
improve the customer
experience, reduce human
errors and create greater
efficiencies (Sloan, Kayla (2018).
Health Monitoring
Personalisation of health data
as well as wearable health
and fitness trackers are
revolutionising consumer
health.

26.
Summary:
 The brands that are successful today, have anticipated the impact of
new technology and have adapted before the technology emerged.

27.
Thank You

28.
References:
 Schwab, Klaus (2017). “The Fourth Industrial Revolution”. Crown
Publishing Group, Division of Random House Inc, USA.
 Dentzel, Zaryn (2013). "How the Internet Has Changed Everyday
Life." In Ch@nge: 19 Key Essays on How the Internet Is
Changing Our Lives. Madrid: BBVA
 Shieber, Jonathan (2019). “Video game revenue tops $43 billion
in 2018, an 18% jump from 2017” [online]
https://techcrunch.com/2019/01/22/video-game-revenue-tops-
43-billion-in-2018-an-18-jump-from-2017/ [Accessed 22 June
2019].
 Hootesuite and We Are Social (2019). “Digital in 2019 – Australia”
[online] https://wearesocial.com/au/digital-2019-australia
[Accessed 22 June 2019].
 Parker, Sam (2018). “How Brands are Winning with Video
Marketing in 2018” [online]
https://www.business2community.com/brandviews/wyzowl/brand
s-winning-video-marketing-2018-02022681 [Accessed 24 June
2019].
 Gevelber, Lisa (2016). “ThinkGoogle Mobile has changed search
intent and how people get things done: New consumer behavior
data” [online] https://www.thinkwithgoogle.com/consumer-
insights/mobile-search-consumer-behavior-data/ [Accessed 24
June 2019].
 ThinkGoogle (2011). “The Zero Moment of Truth Macro Study”
[online] file:///C:/Users/sonja/Downloads/the-zero-moment-of-
truth-macro-study_research-studies%20(1).pdf [Accessed 25
June 2019].
 Australia Post (2018). “Inside Australian Online Shopping”
[online]
https://auspost.com.au/content/dam/auspost_corp/media/docum
ents/2018-ecommerce-industry-paper-inside-australian-online-
shopping.pdf [Accessed 25 June 2019].
 Tran, Kevan (2018). “Time spent with digital video will grow 25%
by 2020” [online] https://www.businessinsider.com/zenith-report-
online-video-consumption-2018-7/?r=AU&IR=T [Accessed 26
June 2019].
 eMarketer: Williamson, Debra (2018). “Marketing with Stories on
Facebook, Instagram and Snapchat” [online]
https://www.emarketer.com/content/marketing-with-stories-on-
facebook-instagram-and-snapchat [Accessed 22 June 2019].
 Sloan, Kayla (2018). “6 Benefits of using Chatbots in your
business” [online] https://due.com/blog/chatbots-business-
benefits/ [Accessed 22 June 2019].
 Viome (2019). [online] https://www.viome.com [Accessed 22
June 2019].

29.
References:
 Cover Image: TechFunnel (2018). [online]
https://www.techfunnel.com/martech/how-consumer-
behavior-affects-marketing-strategy/ [Accessed 22 June
2019].
 Image 1: Sinfield, Rob (2019). [online]
http://www.nairobibusinessmonthly.com/how-businesses-
can-take-advantage-of-industry-4-0/ [Accessed 22 June
2019].
 Image 2: @LoriLewis, @OfficallyChadd, 2019. [online]
https://www.visualcapitalist.com/what-happens-in-an-
internet-minute-in-2019/ [Accessed 22 June 2019].
 Image 3: Hootesuite and We Are Social (2019). “Digital in
2019 – Australia” [online]
https://wearesocial.com/au/digital-2019-australia [Accessed
24 June 2019].
 Image 4: Gevelber, Lisa (2016). “ThinkGoogle Mobile has
changed search intent and how people get things done: New
consumer behavior data” [online]
https://www.thinkwithgoogle.com/consumer-insights/mobile-
search-consumer-behavior-data/ [Accessed 25 June 2019].
 Image 5: Healthy Mummy Facebook group (2019). Healthy
Mummy” [online] https://www.healthymummy.com/
[Accessed 25 June 2019].
 Image 6: Hootesuite and We Are Social (2019). “Digital in
2019 – Australia” [online]
https://wearesocial.com/au/digital-2019-australia [Accessed
25 June 2019].
 Image 7: MediaKit (2018). “Case Study: Hershey’s and
Reese’s pieces enter the Twitch Arena” [online]
https://mediakix.com/blog/hersheys-influencer-marketing-
twitch-case-study-gaming/ [Accessed 26 June 2019].
 Chart 1: Internet World Stats (2019). “Internet growth
statistics”. [online]
https://www.internetworldstats.com/emarketing.htm
[Accessed 23 June 2019]. Please note chart is created by
Sonja McCarthy.