The document discusses the history and growth of the internet from its origins in the 1960s to the present day. It notes that while the internet started as a U.S. military project, the creation of the World Wide Web in 1991 helped popularize it among the general public. Today, over 60% of the global population uses the internet regularly on mobile devices. Video consumption and online shopping have also greatly increased. The rise of smartphones, social media, and new technologies have made the internet more accessible around the world. However, some developing areas still lack infrastructure for widespread access.

1. Introduction:
Birth of the
Internet

2. • In 1962 ,during the cold war, J.C.R Licklider
proposed a solution to the fear that one Soviet
Union missile could wipe out the long distance
communication channels within the U.S.A. He
proposed a “Galactic Network” of computers that
could talk to each other(History.com Editors).
• This would help protect the country whilst also be
an answer to the Soviet Unions scientific
advancement after their creation of Sputnik (the first
man-made satellite) (History.com Editors).
• It would take 21 years from this day for the
concept of the internet to reach the publics hands as
on 1983 January the 1st was the official birth of the
internet. Before this computers did not have a
standard way to communicate, but now all
computers were connected by a universal language
(University System of Georgia).
Creation of Sputnik (History.com Editor)
Connecting ARPAnet computers around the globe

3. • However the internet at this
stage was not the easiest to use
and it wasn’t until 1991 when the
World Wide Web (created by Tim
Berners-Lee) helped the internet
become popularized and easily
used by the general public.
(Vaughan-Nichols)
• It didn’t bring audio or graphics
to the internet at this point but
what it did was make it easy to
connect files via hyperlinks. Before
this each file was almost like an
“island” not connected to anything
else but after the creation of the
“WWW” (World Wide Web) every
file was virtually connected to
everything else. (Vaughan-Nichols)

4. • What the internet was like in 1991 is almost unrecognizable compared to
what we have today. With 63.1% of the global population using the
internet regularly (Statista Research Department).
• The development of software and hardware made accessing the internet
easier than ever, just a click of a button away and with download speeds
recorded as high as 319 terabits per second there is literally almost no
waiting time in todays world (airband).
• New technology was a major reason for more people being able to access
the internet. With the release of smartphones the internet became far
easier for people to use “cheaper than laptops, easier to use and
accessible for most” (silver). The advantage of the smartphone is
that you can carry it around with you at all times unlike back in 1991
where you would have to have, a large desk top computers to access
the internet.
Access to the Internet:
People are accessing the
internet now more than ever
Computer from 1991(Fujitsu) Macbook air 2022(O’Hara and Wuerthele)

5. • The amount of people accessing the internet
is only expected to rise ,as it has every year
since its creation. Developing countries are
still trying to get infrastructure in place for
their citizens to access the internet “only
about 35 percent of the population in
developing countries has access to the
Internet” (World Bank). So the scope for
growth is still extremely large.
• Also as previously mentioned with the
development in new technology, specifically
cheaper technology. The ability for those with
less money to access the internet is growing.
• In a world where the internet is part of
education, business, health and
entertainment having access is vital and all
should have access. It wont be until around
2050 however until absolutely everyone has
access (Sample).

6. Digital Devices
used by audiences
• When talking about digital devices that can access the internet (M2M) This is
not limited to just your mobile phone or laptop but far broader. Technology
that can access the internet is part of a large group of the Internet of Things
(IoT).
• The (IoT) goes all the way back to the 1980’s when a group of students
managed to connect their campus Coca-Cola machine to the internet and
would notify them when it needed to be refilled (Scammells). Then in the
1990 John Romkey managed to connect a toaster to the internet, the only
function being turning the power on and off (LIVINGINTERNET).
• In todays world billions of devices are being used to connect to the Internet to
help better their function. From Smart doorbells, Smart TVs, Smart fridges and
more.

7. • The (IoT) is helping people get the most out of their appliances and is an
area with non-stop growth as seen is the graph to the side. Research
shows that on average every U.S household has around 22 connected
devices (Deloitte) and there are now more connected devices worldwide
than there are people on the globe (telegraph).
• The internet can help make every day tasks so much easier and is
helping business’s to grow and now around 67% of IoT adopters say it is
“mission-critical to their business” (telegraph)
• Companies also seeing the trend towards connected devices and
shopping online have invested large amounts into bettering their online
presence through the IoT. 90% of business have more live IoT projects
than they had a year previous, showing a shift in what consumers and
companies alike are focusing on.

8. How Customers Search for Information
In a speech given from Paul Haahr he shared that at google they are
thinking in a “google first” kind of way. The traffic Google is seeing
from mobile is massive and changing the way they think about the
google results page (Haahr).
The way people are wanting information is they want it in a “very
quick, and directly consumable way” and search is now being
considered as more of “an assistant in all of life”(Haahr)
SMX West 2016 - How Google Works: A Google Ranking
Engineer's Story
(Paul Haahr) 2016
Research shows there is an almost exact split between users who
search with key words (e.g sore throat) and people that search in
more “fully formed terms” such as causes for having a sore throat
(Safran). Also around 27% of people searched in the form of a
question with “How” being the most popular prefix. (Sarfran).
Marketers and SEO experts must make sure to understand how
their audiences choose to search before developing a strategy.

9. • A study conducted by the ”University of Hong Kong”
found that there are two types of users searching for
information:
• User that is specifically looking to find information
relating to keyword(s) they have used.
• User looking for more general information about a
topic.
The first user (specific user) has a narrow search intent and
won’t deviate from this. An the other hand the second user
(exhaustive searcher) may have a wider scope around a
specific topic or topics. (Shares and Reads)
The issue is that keyword tools do a rather poor job of
offering suggestions to those that want specific information
with a large category for example if you search “coffee
maker wont turn on” Google keyword tool returns “coffee
maker” as seen in the image (Sarfran). So marketers need to
have a keen understanding of how the right users will end
up finding their website with the right keywords and going
further than this by structuring your site well whilst also
always remembering to make it mobile friendly as that is the
future of user searching (Haarh)

10. “In 2021, over 2.14 billion people shop online” (Martin) so why is everyone buying things
online and what is it they are buying?
People are shopping more online for many reasons such as ; the increased use of smartphone,
social media, online marketplaces and shopping habits change from generation to generation.
The main thing being bought online is clothing and its not close. Clothing at the moment is the
lead seller when it comes to online shopping followed by books, movies and games (statista).
Even though clothing has a strong lead on anything else in the market upcoming generations of
customers are showing that the buying trends are starting to change. With Gen Z and
Millennials increasingly spending more money on entertainment goods and services(e.g
Spotify, Disney+ and Netflix) so over time it is likely that entertainment will be on top of the
goods bought online list. (Estay)
Around 43% of shoppers research products online via social networks, tools like “checkout on
Instagram” and its seen that ecommerce will make up 22% of retail sales by 2023.
(Estay)
What Consumers Buy Online

11. Online video consumption
• The amount of videos watched by internet users
continues to go up and up (FCNews) with the average
time watched daily around 84 minutes (Shepherd).
We are seeing a rise in the amount of videos being
watched online by younger generations with 14.9% of
millennials spending 10-20 hours per week watching
videos (Shepherd), primarily on social media
platforms such as Instagram, Facebook and Youtube.
• These social media platforms attract primarily a
younger audience again showing that the rise of
video is happening as the younger generations come
into the picture meaning that video is going to
growing more and more for years to come.
TikTok user projection (Statista)

12. • The most popular length time of videos
online are videos with 6-30 minutes of
viewing time with sorter videos of 2-3
minutes following closely behind
(Statista). With social media video
watching become more popular it’s the
shorter videos that are becoming the
new main focus for creators and
marketers. The preferred marketing
video length being 1-3 minutes.
• Understanding who you are trying to
reach with your marketing is vital. If it
is a younger clientele your targeting
then the best bet is short snappy
information that will give them
everything they need to know in a
short space of time.
• Also something to highlight is that 75%
of video views come from mobile
devices highlighting again that users
are looking for easily, fast digestible
information they can watch on their
handheld devices.
What Kind of Videos are People Watching?
(Statista)
(FCNews)

13. • Covid 19 created a shift in trends of how users
interact with the internet. Being made to stay inside
forced consumers to think differently about how
they complete and enjoy everyday life. Large shifts
in subscriptions for experience based platforms
(Spotify and Netflix etc) and how much people
spend online can be traced back to Covid-19. Covid
pushed the “fast forward” button when it comes to
our relationship with technology (Baxter) as people
are more comfortable with finding a harmony
between the physical and virtual world.
• How people access the internet seems clear that
the only clear trend is that more traffic has come
from and will continue to come from mobile devices
(Smart phones) with people looking for very fast
feedback whether it being on entertainment or
information.
• The growth of the IoT is also something that will
continue to grow as people are becoming
comfortable with using technology to help with
every day tasks something that maybe a few years
ago wouldn’t have been the case when it comes to
online shopping or having Smart devices in your
home.
Consumer Trends

14. Summary
• The future is all about mobile and video, whilst people are willing more
and more to spend money on subscription entertainment services. Whilst
the IoT will continue to grow and support consumer wants and needs as
our lives continue to become more intertwined with technology than ever.

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