Australian Academy of Digital Marketing Assignment 2 - Task 1 A presentation on how consumers use technology.

1. UNIT 1 – EVOLUTION OF DIGITAL MARKETING
ASSIGNMENT 2 – TASK 1
By Zenia Hedenskog Thomsen

2. IntroductionHow consumers use technology
The improvement in mobile devices technology and internet connectivity have enabled people to
consume more and more media digitally. It has also resulted in people spending far more time on digital
media as compared to traditional media such as print or radio.
Digital devices have given people the option to consume digital medial content on the go. Audio and
Video are most popular and have both had a significant impact on people's lives. Mediums such as Netflix
and Spotify have transformed peoples lives and the average time spent on these platforms per day
continues to increase.
There has been a significant shift away from desktop internet use to mobile and tablet worldwide.
As a result off these shifting consumer trends marketers are shifting their attention to align with the shift
of viewer preference away from traditional media to digital media.

3. GLOBAL NUMBER OF INTERNET USERS 2005 -2019
ACCES TO THE INTERNET
(Clement, J., 2020)

4. COUNTRIES WITH THE HIGHEST NUMBER OF INTERNET USERS AS OF JUNE 2019
(in millions)
ACCES TO THE INTERNET
(Clement, J., 2020)

5. COUNTRIES WITH THE FASTEST AVERAGE MOBILE INTERNET SPEEDS AS OF JANUARY 2020
ACCES TO THE INTERNET
Clement, J., 2020)

6. INTERNET USAGE WORLDWIDE – DESKTOP VS. MOBILE
DIGITAL DEVICES USED BY AUDIENCES
(Thubron, R., 2016)

7. GLOBAL MOBILE DATA TRAFFIC FROM 2017 TO 2022
(in exabytes per month)
DIGITAL DEVICES USED BY AUDIENCES
Clement, J., 2020)

8. HOW CUSTOMERS
SEARCH FOR
INFORMATION
(Desjardins, J., 2018)

9. WHAT CONSUMERS BUY ONLINE
( C l e m e n t , J . , 2 0 1 9 )
LEADING PRODUC T CATEGORIES PURCHASED BY AMAZON SHOPPERS IN THE UNITED STATES
(AS OF FEBRUARY 2019)

10. ONLINE VIDEO CONSUMPTION
Users of worldwide video streaming in age groups.
(Statista, 2020)

11. ONLINE VIDEO CONSUMPTION
Globally, video and audio traffic has
dominated the internet data consumption for
some years now. The devices used to access
digital content have evolved in the last few
years that have increased the array of
platforms on which a user can stream audio
and video content.
YouTube and Subscription-based digital
content providers like Spotify and Netflix have
also acted as a catalyst in the growth of
audio/video data streaming.
(Deloitte, 2015)

12. CONSUMER TRENDS
Mobile Devices Online Media Consumption Ecommerce
Among all the available digital
devices, mobile devices are the
preferred medium of consuming
online media.
Over time mobile devices have
overtaken desktop for internet usage
worldwide.
The smartphone market has seen
high growth in the last 5 years.
Online media consumption has
shown high growth over the past
few years with Audio and Video
being the main drivers.
Consumers have shifted away from
traditional forms of media which
include TV, print press, and radio.
People are now spending more time
each day on digital media.
Purchasing goods and services online
has become a common practice
among many people around the
world. Some choose to make online
purchases for convenience, others
because of the competitive price
offered by some e-commerce
platforms.
In 2021, there were 2.14 billion digital
buyers worldwide. This has increased
from 1.32 billion in 2014.
(Deloitte, 2015) (Deloitte, 2015) (Clement, J., 2020)

13. SUMMARY
Along with the continual advancement of technology the global number of internet users have been growing
significantly every year for the last decade. One of the biggest drivers behind this trend is the ease of access to
the internet through mobile devices.
Mobile devices enable consumers to easily make purchases online and search for things on google. Google is
the most commonly used search platform whilst Amazon is the most dominant ecommerce site. Electronic,
clothing, accessories, home and kitchen materials are the leading product categories for Amazon shoppers in
the US.

14. REFERENCES
Broadbandsearch, 2020. Mobile Vs. Desktop Usage (Latest 2020 Data) [Online] https://www.broadbandsearch.net/blog/mobile-desktop-internet-usage-statistics#post-navigation-5
[Accessed 6 May 2020]
Clement, J., 2020. Number of internet users worldwide from 2005 to 2019 (in millions). [online] Available at: https://www.statista.com/statistics/273018/number-of-internet-users-
worldwide/ [ Accessed 4 May 2020]
Clement, j., 2020. Global digital population as of April 2020 (in billions). [online] Available at: https://www.statista.com/statistics/617136/digital-population-worldwide/ [Accessed 4
May 2020]
Clement, J., 2020. Countries with the highest number of internet users as of June 2019(in millions). [Online] Available at: https://www.statista.com/statistics/262966/number-of-
internet-users-in-selected-countries/ [Accessed 7 May 2020]
Clement, J., 2020. Countries with the fastest average mobile internet speeds as of January 2020(in Mbps). [Online] Available at: https://www.statista.com/statistics/896768/countries-
fastest-average-mobile-internet-speeds/ [Accessed 7 May 2020]
Clement, J., 2020. Global mobile data traffic from 2017 to 2022(in exabytes per month). [Online] Available at: https://www.statista.com/statistics/271405/global-mobile-data-traffic-
forecast/ [Accessed 7 May 2020]
Clement, J., 2019. Leading product categories purchased by Amazon shoppers in the United States as of February 2019. [Online] Available at:
https://www.statista.com/statistics/639155/popular-amazoncom-sales-by-category/ [Accessed 7 May 2020]
Desjardins, J., 2018. This Chart Reveals Google’s True Dominance Over the Web. [Online] Available at: https://www.visualcapitalist.com/this-chart-reveals-googles-true-dominance-over-
the-web/ [Accessed 7 May 2020]
Deloitte, 2015. Digital Media: Rise of On-demand Content. [Online] Available at: https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-
telecommunications/in-tmt-rise-of-on-demand-content.pdf [Accessed 11 May 2020]
Statista, 2020. Video Streaming – worldwide. [Online] Available at: https://www.statista.com/outlook/206/100/video-streaming--svod-/worldwide [Accessed 7 May 2020]
Thubron, R., 2016. Mobile web browsing becomes more popular than desktop for the first time. [Online] Available at: https://www.techspot.com/news/66899-mobile-web-browsing-
becomes-more-popular-than-desktop.html [Accessed 7 May 2020]