The document explores the evolution and impact of the internet on consumer behavior, highlighting its transformation from a research tool to a global necessity that affects all age groups. It notes significant statistics about internet usage and growth, such as 5.35 billion users worldwide and the increasing reliance on mobile devices for access. Furthermore, it discusses shifts in online shopping, video consumption, and the challenges of digital adaptation, particularly for older populations.

1. Klaudia Kiss
Student Nr: 76131346
How Consumers Use Technology
And
Its Impact On Their Lives
Internet Evolution

2. …………………………………………………………….……………………………..…
From its beginnings as a research project, to the global
network that connects billions of people worldwide
today, the Internet has revolutionized the way we
communicate, access information, and interact with the
world around us.
Initially used by academics and researchers, the
Internet has become accessible to all kind of people.
From young children to elders, individuals of all ages
and backgrounds now use the Internet for different
purposes, from socializing and entertainment to
education, shopping, or work.
1969 1995 2020
2004
1989 2007
Birth of ARPANET Invention of the WWW
Commercialization of
the dot.com boom
Launch of Facebook Introduction of the iPhone
COVID-19 pandemic
accelerates the digital
transformation
Introduction
Fig. 1. TimeLine (2024) ‘The history of Internet: A timeline’ [video]

3. According to Kemp, S. (Datareportal,
2024), 66.2 % of the total population
are internet users. This is 1.8 % more
than last year. (Statista, 2024)
The average time spent on screen is of
6h 40 min, and also this research shows
that 96.5 % of the users uses the mobile
phone to access the internet.
(Datareportal, 2024)
In 2024, the gender gap in internet
users has decreased, with similar
numbers of men (68.8%) and women
(63.8%) accessing the internet.
(Datareportal, 2024)
Last January study reveals that 5.35
billion is the current amount of Internet
users worldwide, and 5.04 billion social
media users. (DataReportal, 2024)
Access to the Internet

4. Researches show that we’re far from
reaching the UN goal of achieving global
connectivity by 2030. Current growth rates
make it unlikely we will get there.
(Datareportal, 2024)
In 2023, the more connected countries were those in the
developed continents. The map below represents the
billions of internet users worldwide.
The countries in more developed continents are better
connected compared to those in Africa and Asia, where
limited resources contribute to a limited internet access.
96.8%
82.5%
32.1%
94.5%
76.1%
76.8%
77.5%
51.5%
67.8%
73.1%
Fig. 2. Kemp, S. (2024) Datareportal ‘Internet use in 2024’ [photograph]

5. Web browsing has changed over years. At first, Google let the way with its search engine and
then with Google Chrome. Meanwhile, Internet Explorer was once the top browser but has
decline in use as people switched to alternatives such as Chrome, Firefox and Safari for better
features and compatibility. Internet Explorer’s decline in Europe is dramatic: from 46% in 2009
to 0.1% in 2023 (Statista, 2024)
Fig. 3. Kemp, S. (2024) Datareportal ‘Internet use in 2024’ [online]

6. OOKLA’s data shows that mobile users in the United
Arab Emirates enjoyed the fastest median mobile
connections in the world in November 2023, with the
typical connection delivering downloads speeds of
almost 325 Mbps. It also shows that the typical mobile
connection in Cuba would be just 3.9 Mbps in November
2023. (Datareportal, 2024)
Fig. 4. Kemp, S. (2024) Datareportal ‘Internet use in 2024’ [photograph]
Mobile internet connection speed have increased
significantly over time, with advances in technology
enabling faster and more reliable connections globally.
While some countries like UAE or Qatar boast high
speed internet, others like African and Asian countries
lag behind due to geographical factors or
infrastructure limitations. (Datareportal, 2024)

7. Digital devices used by audiences
Researches show that the majority of internet consumers uses mobile and smartphone devices, due to its
convenience and practical use. A big percentage of people uses laptops, for work and study purposes, and then a
smaller part would make use of other devices.
Comparing to last year, there was an increase on the phone use, while the rest of devices have decreased in use.
(Datareportal, 2024)
Fig. 5. Seitz, L. (2024) Broadband Search ‘How people use the Internet in 2024’

8. How customers search for information
When it comes to online search, there is
specific keywords that help internet
users finding what they are looking for.
Understanding the different types of
search queries helps businesses and
websites meeting the needs and
intentions of the users. (Dash Clicks, 2022)
Customers whenever they have a need,
often use internet to find a solution. Their
search varies depending on what they’re
looking for. Informational keywords are
used by users to answer questions or seek
information. When looking for a specific
website or location, users would use
navigational keywords. And with
commercial and transactional keywords
consumers are looking to make a
purchase and finalise it.
Fig. 6. Dash Clicks (2022) ‘11 types of keywords every marketer should know’

9. How customers search for information
There are many channels the online community uses for
searching information. Search engines like Google or
individual websites are the most popular for
informational queries with a 65% and 50% rate (Marketing
Sherpa, 2015).
Other channels like Instagram, Pinterest or TikTok are
popular for visual search and inspiration. Voice assistance
functions like Siri or Alexa are becoming more and more
popular between users.

10. What customers buy online
Online shopping has increased its
popularity over last years, and
especially during the COVID-19
global pandemic. Some of the
advantages are the wide selection of
the products, easy price comparison
and no opening hours limitation. This
allows shoppers to avoid crowds and
shop anytime and anywhere. (Forbes,
2024)
However, online shopping has
security risks as the process involves
sharing personal and financial
information, which puts customers in
the risk of a fraud transaction, scams
or identity theft. In addition to this,
online consumers face problems like
data protection and privacy, as many
websites collect and store personal
information such as browse history
or contact details, which can be sold
without the customer’s consent.
Fig. 7. Creative Marketing (2024) [photograph] ‘20 ecommerce statistics of 2024’
Statistics have revealed that food and clothing are the items that consumers
search for the most. It’s an easy way for the customers to get food delivered
without the effort of going out, and to find fashion trends and great deals
without leaving home.

11. Online video consumption
According to recent studies, over 80% of
the internet traffic is video content. Online
video consumption has considerably grown
last years, due to factors like the internet
high speed improvements, apparition of
streaming platforms or social media reels
feature. (Social Pilot, 2024). The COVID-19
pandemic has greatly influenced people in
video consumption, for inspiration and
convenience.
Users today prefer anytime and anywhere
access, facilitated by the use of
smartphones and tablets.
Overall, this trends show no sign of slowing
down, indicating a continue evolution over
how users engage with content. Fig. 8. Oberlo (2023) n/a [graph]
Users consume music videos and fun viral content the most, and then live
videos and educational videos.

12. Consumer trends: past vs present
INTERNET ACCESS
In the 2000s 361 million people had
internet access. (Pingdom, 2010)
5.35 billion people connected in 2024
(Statista, 2024)
DEVICES USED
Desktops were used primarily, as
wearable devices weren’t developed.
Smartphones and tablets as the most
popular devices, providing anytime and
anywhere access. (Datareportal, 2024)
INFORMATION SEEKING Websites and SE like Google.
Social media as reliable sources for
reviews, recommendations and latest
trends. (TikTok, Reddit)
ONLINE PURCHASES
In the 2000s, books and electronics as
most purchased.
Fashion and food (31% and 26%)
ONLINE VIDEO CONSUMPTION Youtube and DVD
Streaming platforms like Netflix, HbO,
Hulu, Amazon prime
The digital world has evolved during past decades, forever altering consumer
behaviors and trends. Some of its factors have changed over the years as
represented in the chart.

13. Consumer trends: future
According to consumer trend forecasting, AI uses will be
increasing, as we already see personified chatbots on online
shopping websites. (Salsify, 2023)
Fig. 9. Transcom (2022) n/a [photograph] ‘AI chatbot vs
traditional chatbot: everything you need to know.’
Instagram photos are slowly absorbed by reels, shopping
features and ad tools for businesses,for instance, Instagram
checkout, TikTok shop or Pinterest product catalogues.
(Salsify, 2023)
Fig. 10. EmbedSocial (2023) Bojkov, N [photograph] ‘How to
use Instagram checkout and product tags to sell more’

14. Users also look for a more personalised experience.
According to studies, 43% of consumers believe that
personalisation is a basic requirement for online
shopping, and 60% say they are more likely to become
repeat consumers after (Twilio Segments, 2021)
Fig. 11. nocode.ai (2023) Ruiz, A. [photograph] ‘AI for
personalised shopping experiences’
Consumers also seek sustainable products, due to the
environmental and ethical problems surrounding fast
fashion. Shoppers now prioritize eco friendly packaging,
ethical production, price transparency and circular
practices like recycling or secondhand sourcing. (Salsify,
2023)
Fig. 12. Tariemi, O (2022) [photograph] ‘Go green with
this 7 sustainable shopping tips’

15. Summary
The Internet has transformed society, improving communication and access to information. Comparing to
6.7% in the 2000s, now it’s over 60% of world population.
Online video consumption and social media platforms goals have changed, with new e-commerce
opportunities. Innovative features such as voice assistance or AI, as well as wearable devices appeared to
make our lives easier, specially to disadvantaged communities. Society seems to be increasingly moving
forward to a technology adapted lifestyle in the next decades.
However, long term online addiction and social alienation are some of the challenges that our society is
facing nowadays. Apps to limit screen time, awareness campaigns or community engagement groups are
some of the solutions to avoid technology to be harmful to our health.
In today’s super fast paced tech world, it is also essential that we adapt. New trends appear overnight, and
keeping up can be tough. While younger generations often adjust easier to new technologies, elder
communities find it overwhelming, feeling left out.
To ensure that we all benefit from internet use, regardless age or background, keep learning is the key.
Addressing these kind of problems is essential for the society to get the best benefit from Internet use.

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