Unit 1: Evolution of Digital Marketing Assignment 2, Task 1

1. The Digital
Transformation:
Exploring how
consumers utilise
technology and its
life-altering effect
by Charlotte Friggieri

2. In today's fast-paced world,
technology has become an
integral part of our daily lives,
revolutionising the way we
communicate, work, and
navigate the world around us.
Through this presentation, we
will delve into the fascinating
realm of consumer technology,
uncovering how it is embraced by
individuals across various
demographics and the profound
impact it has on their lives.

3. Introduction
Early Computing Era (1940s-1960s): Limited consumer access; computers used for
scientific calculations and data processing.
Personal Computing Revolution (1970s-1980s): Introduction of personal computers;
increased accessibility for consumers; tasks like word processing and gaming.
Internet Age (1990s-2000s): Rise of the internet; easy access to information;
communication, online shopping, and entertainment options expanded.
Mobile Revolution (2000s-Present): Proliferation of smartphones and tablets; constant
connectivity; transformed communication, entertainment and lifestyle.
•IoT and Smart Devices (Present-Future): Integration of everyday objects with the
internet; smart homes, wearables, and interconnected appliances enhance convenience
and automation.

4. The Internet has become an essential part of our
lives, with many unable to imagine life without it.
•However, only 60% of the world's population was
online in 2020, indicating that Internet access is still
limited.
•The Internet offers a wide range of services,
including global communication, international money
transfers, education, social connections, news
sharing, and more.
Access to the
Internet

5. Digital devices used
by audiences

6. Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn
have become hubs for information sharing and recommendations.
Social Media
Platforms:
Websites dedicated to customer reviews and ratings, TripAdvisor, and
Amazon customer reviews, are popular sources for gathering opinions and
recommendations.
Online
Review
Websites:
Online forums and discussion boards, and specialised community forums,
provide platforms for users to ask questions, seek advice, and engage in
conversations with like-minded individuals.
Forums and
Discussion
Boards:
Bloggers and experts in various fields often publish informative articles,
guides, and reviews on their websites or through guest contributions on other
platforms.
Online Blogs
and Websites:
Video-sharing platforms like YouTube have become popular channels for
searching and accessing information.
Video
Platforms:
E-commerce platforms such as Amazon, eBay, not only offer products for
purchase but also serve as platforms for consumers to compare prices before
making a buying decision.
Online
Marketplaces:
How customers
search for information

7. What consumers buy online
THE PANDEMIC HAS CHANGED CONSUMER
BEHAVIOUR FOREVER - AND ONLINE
SHOPPING LOOKS SET TO STAY
THE USE OF SMARTPHONES FOR ONLINE
SHOPPING HAS MORE THAN DOUBLED SINCE
2018.

9. Online video
consumption
• Online video consumption has surged, driven by
the popularity of streaming services and user-
generated content.
• Mobile video consumption has seen significant
growth, allowing users to access video content
on-the-go.
• The rise of short-form video platforms and live
streaming has shaped the way people consume
and engage with video content online.

10. 0
0.5
1
1.5
2
2.5
3
2018 2021
Average Hours watching online Video
Ave Hours

11. Consumer
trends
• Improved Wi-Fi and data availability
• During the pandemic, as many activities came to a
halt, others adapted to a covid-safe environment,
allowing us to continue with certain aspects of our
lives from the comfort of our homes.
• The demand for video content has significantly
increased, with 86% of businesses utilising video
as a marketing tool in 2021.
• Consumers now have multiple devices that enable
them to connect; phone, tablet, laptop, smart TV,
smart watch.
• Knowledge on any topic desired is now available at
the click of a button or touch of a finger.
• Social media has grown exponentially!
• Fitness routines have been transformed, as many
have opted to cancel gym memberships and rely on
home workout videos.

12. Summary
Technology is now an indispensable component of our lives, revolutionising how we
communicate, work, and carry out everyday tasks.
The internet plays a crucial role, offering services such as global connectivity,
communication, education, and access to information.
•Mobile phones, particularly smartphones, have emerged as the primary device for
internet access, with over 92% of global users accessing the internet via mobile devices.
•The rise of social media platforms, online review websites, and video platforms has
shaped how we seek information, recommendations, and entertainment, leading to a
surge in online video consumption and the sharing of videos among friends and family.

13. References
Images
Image: Wikipedia (UK). (2023). History of computing hardware [online] Available at: https://en.wikipedia.org/wiki/History_of_computing_hardware
[Accessed 15th May 2023].
Image: Wikipedia (UK). (2023). Personal computer [online] Available at: https://en.wikipedia.org/wiki/Personal_computer [Accessed 15th May 2023].
Image: Our World in Data(UK). (2023). Internet [online] Available at: https://ourworldindata.org/internet [Accessed 15th May 2023].
Image: PCMag. (2023). The Best Phones for 2023. Available at: https://uk.pcmag.com/smartphones/119938/the-best-phones [Accessed 15th May 2023].
Image: Statista (2023). Share of users worldwide accessing the internet in 3rd quarter 2022, by device. Available at:
https://www.statista.com/statistics/1289755/internet-access-by-device-worldwide/phones [Accessed 15th May 2023].
Image: Search Engine journal (2023). Google. Available at: https://www.searchenginejournal.com/seo/meet-search-engines/#close [Accessed 15th May
2023].
Image: Eurostat (2022). Online shopping ever more popular. Available at: https://ec.europa.eu/eurostat/web/products-eurostat-news/-/ddn-20220202-1
[Accessed 15th May 2023].
Image: Odro (2023). Why we think people are consuming more video content than ever before. Available at: https://www.odro.co.uk/why-we-think-
people-are-consuming-more-video-content-than-ever-before/ [Accessed 15th May 2023].
Image: Engaget (2023). The best smartwatches for 2023Available at: https://www.engadget.com/best-smartwatches-
153013118.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAG63FEZOinp3zJ7zwbXwBDIwM7Mb6-
1p-
FYaKzs_yUl7f3bhfzVaRHCbRGrNvqZbV9aNB933evrIbOhqq3rJjQuBOhc6KvFIytl_o6M7Gg7WTJRn_loOK0ldRwc0Kjl1Th9qL7_yc00_Xhpzgy11aAqLGHw7idOLs
O_6PPm5cISo [Accessed 15th May 2023].
Image: Independent (2023). 12 best tablets for 2023 tried and tested, from Apple iPad models to Samsung Galaxy. Available at:
https://www.independent.co.uk/extras/indybest/gadgets-tech/laptops-tablets/best-tablets-android-ios-b2319144.html [Accessed 15th May 2023].

14. References
Text
Wikipedia (2023) History of computing hardware [Online], Available at: https://en.wikipedia.org/wiki/History_of_computing_hardware [Accessed 15th May
2023].
Hannah Ritchie, Edouard Mathieu, Max Roser and Esteban Ortiz-Ospina (2023) - "Internet". Published online at OurWorldInData.org. Retrieved from:
'https://ourworldindata.org/internet' [Accessed 15th May 2023].
Statista (2023). Share of users worldwide accessing the internet in 3rd quarter 2022, by device. Available at:
https://www.statista.com/statistics/1289755/internet-access-by-device-worldwide/phones [Accessed 15th May 2023].
Statista (2021). World Economic Forum [Online]. Available at: https https://www.weforum.org/agenda/2021/07/global-consumer-behaviour-trends-online-
shopping/ [Accessed 15th May 2023].
Eurostat (2022). Online shopping ever more popular. Available at: https://ec.europa.eu/eurostat/web/products-eurostat-news/-/ddn-20220202-1
[Accessed 15th May 2023].
Odro (2022). Why we think people are consuming more video content than ever before. Available at: https://www.odro.co.uk/why-we-think-people-are-
consuming-more-video-content-than-ever-before/ [Accessed 15th May 2023].