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How consumers use technology and its impact on our lives

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How consumers use technology and its impact on our lives

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The impact of technology on our lives has been so significant that it has been likened to the 4th Industrial Revolution. We are on the verge of a societal shift forward and the way in which we conduct business will never be the same.

The impact of technology on our lives has been so significant that it has been likened to the 4th Industrial Revolution. We are on the verge of a societal shift forward and the way in which we conduct business will never be the same.

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How consumers use technology and its impact on our lives

  1. 1. How consumers use technology and its impact on our lives
  2. 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. 3. Access to the Internet
  4. 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. 5. The 3 primary drivers of increasing internet access have been: (1) Mobile phones (2) Affordability of internet plans (3) Faster internet speed
  6. 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. 7. Text messages are becoming more visual and voice based Emojis GIFs Voice
  8. 8. Brands can remain relevant and engage with their consumers using this new language Emojis GIFs
  9. 9. Digital devices used by audiences
  10. 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. 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. 12. How customers search for information
  13. 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. 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. 15. What consumers buy online
  16. 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. 17. M-Commerce has fueled online shopping 1 in 5 SOURCE: Australia Post (2018)
  18. 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. 19. Online video consumption
  20. 20. By 2020 consumers will spend 84 minutes every day watching online videos
  21. 21. Short form video content can help to: Improve web traffic Win sales Educate users Offer support & help
  22. 22. Online video consumption is changing the way brands connect with consumers IMAGE 8: MediaKit (2018).
  23. 23. Consumer trends
  24. 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. 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. 26. Summary:  The brands that are successful today, have anticipated the impact of new technology and have adapted before the technology emerged.
  27. 27. Thank You
  28. 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. 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.

Editor's Notes

  • A template for students to design a field trip to a location for other students to view. Includes directions to the student of what to include on each slide and what content should be considered. 
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  • You can use this type of slide for text, images, shapes and tables to help add information in a different way. Duplicate this slide to add additional images of important location in your visit.
  • You can use this type of slide for text, images, shapes and tables to help add information in a different way. Duplicate this slide to add additional images of important location in your visit.
  • You can use this type of slide for text, images, shapes and tables to help add information in a different way. Duplicate this slide to add additional images of important location in your visit.
  • You can use this type of slide for text, images, shapes and tables to help add information in a different way. Duplicate this slide to add additional images of important location in your visit.

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