digital marketing analysis. Tech, internet, and trend consumption.

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How CONSUMER USE
TECHNOLOGY
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1 Access to internet : How the world goes on line
2 Digital devices use by audience : Exploring the Diversity of Digital Devices and Online Search Habits
3 Online video consumption : Evolving Trends in Online Video Consumption
4 Consumer trends : Consumer Behavior and Technology Adoption Over the years
5 What consumer buy online: products and services.
intro
conclusion

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In recent years, there has been a significant shift in consumers' use of technology, radically altering the
way they engage with the internet, make purchases, and consume online content.
The increase in internet access and improvements in internet speeds have led to a surge in the number
of internet users, influencing the way people search for information, make purchasing decisions, and
access online content.
The availability of digital devices such as smartphones, tablets, and laptops has provided consumers with
greater flexibility and convenience in accessing the internet, resulting in a preference for online shopping
and consuming video content.
Additionally, the use of search engines and social media platforms for information and recommendations
has greatly impacted consumers' purchasing decisions.
The growing preference for video content has prompted businesses and marketers to adapt their
strategies to include more engaging multimedia content.
As a result, consumers now prioritize accessibility, variety, and visual appeal in their online experiences,
significantly shaping the digital landscape and influencing the way businesses market their products.
As technology continues to evolve, businesses must remain attuned to these consumer trends and
adapt their strategies to meet the changing demands of the digital consumer.
Introduction

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In 2024, more than 66% of the world's population, or 5.35 billion people, will be online, yet user
numbers alone cannot be used to assess the Internet's influence on modern society.
The majority of global internet users, around 96.5%, access the internet through mobile phones,
representing 57.6% of online time and 58% of web traffic.
However, preferences vary by age, with older individuals, particularly males aged 55 to 64, favouring
desktops for internet access.
Despite the dominance of mobile phones, PC usage remains high in certain affluent nations.
(Simon Kemp, Datareportal,Jan 2024 )
Access to Internet
How the world goes online
1

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Globally, Google Chrome is the leading web browser, and connection speeds may vary but the
average person around the world now spends 6 hours and 40 minutes online every day.
(Simon Kemp, Datareportal,Jan 2024 )
64.7%
Percentage of total male
population using the
internet.
63.5%
Percentage of total
women population
using internet.
68.8%
Average time spent on
line from every single
internet user.
6H40M 61.8%
Share of web traffic.
People worldwide
accessing internet
through laptop.

6. LOGO
A4AI's Quest: Affordable Internet Access
The Alliance for Affordable Internet,
or A4AI, started collecting data on
internet prices in about 28 countries
back in 2015.
A4AI
A4AI currently suggests that
governments globally establish targets
by 2026, ensuring that the cost of 5GB
of fixed and mobile broadband is not
more than 2% of the average monthly
income.
2024/2026
A4AI changed its affordability goals from
"1 for 2" to "Journey from 1 to 5"
following this data collection.
Goal
To fulfill its potential, technology needs
widespread availability and reasonable
pricing for everyone within the next five
years.
Future
“A4AI members are global organisations that operate across multiple countries. Members
actively engage in A4AI’s advocacy, research, and in-country engagements to shape a unified
voice focused on addressing barriers to affordability and realising the shared goal of affordable
internet access for all.”
(From: A4AI, Alliance for affordable internet, official website)

7. Around 94.6% of
global internet users
rely on smartphones
for online activities
as of 2024.
Consumer behavior is
expected to shift due to
advancements like
AI-powered chatbots,
augmented reality, and 4D
metaverse experie
Smartphone
manufacturers are
prioritizing sustainability
by aiming for net-zero
emissions and integrating
more recycled materials
into production.
Digital devices used from consumers
Exploring the Diversity of Digital Devices and Online Search Habits
2
Swish Goswami,Consumer Tech Industry Predictions For 2024,forbes

8. Worldpanel ComTech Identifies Key Consumer Technology Trends for 2024, Highlighting Growing
Demand for Innovative Solutions to Meet Advanced Needs.
(Jack Hamlin, Worldpanel Division, Kantar, Director, Global Consumer Insight, 2024)
Tech trend
2024
5G Industry 9.98% Growth in 2024
(The 2024 5G Industry Report )
5G
Revenue is predicted to grow at a CAGR of 10.77% through
2028. The AR & VR market is predicted to nearly double between
2024 and 2028.
(McKinsey)
Augmented Reality
The technology could contribute up to $4.4 trillion
annually across 63 use cases.
(McKinsey)
Generative AI
78% of clients believe the environmental practices of
enterprises influence their purchasing decisions.
(Salesforce State of the Connected Customer, fifth
edition)
Sustainable tech
In 2024, 157 zettabytes of data will be generated.
(Worldwide IDC Global DataSphere Forecast, 2023-2027)
Edge computing
CompTIA: 22% Firms Integrating AI in 2024
(CompTIA IT Industry Outlook 2024 report)
AI

9. AI and Immersive Tech : Boosting Productivity & Connecting Realms
"Artificial intelligence will make us more
human by enabling us to do what makes us
unique: creativity, empathy, and
innovation."
Fei-Fei Li,Director of Stanford Artificial Intelligence Lab, 2017
.
AI integration in search engines,
office programs, design software,
and communication tools boosts
productivity.
AR, VR, and immersive internet
technologies are blurring physical
and digital boundaries, observed in
e-sports, online gaming, and virtual
business interactions.
Platforms such as Zoom, Teams,
and Slack are facilitating virtual
engagement, showcasing the
fusion of real and digital worlds.

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Software innovation in devices, focusing
on unique features to drive sales:
The popularity of refurbished
devices will surge as consumers
seek cost savings and
sustainable options.
( Lindon Seitz, Broad-Band
Search, Editor in Chief, 2024 )
Access to computers:
heavily influenced by financial
circumstances, leading to lower
utilization among individuals in lower-
and middle-income nations compared to
those in stronger economies.
(simon kempt, DataReportal, Jan 2024)
Rise in Tech Adoption Among Older
Demographics:
Older generations, traditionally
viewed as less tech-savvy, will
increasingly adopt technology,
facilitated by advancements like
AI-driven natural language
interfaces.
( Jack Hamlin, Worldpanel Division,
Dec 2023 )
Tech Trends: Bridging Generational Gaps and Economic Divides 2024

11. Online video consumption
Evolving trend in online video
In 2024, online
video consumption
is ubiquitous, with
92% of global
internet users
engaging with
digital videos
weekly.
( Wyzowl ,2024)
Music videos reign
supreme, closely
followed by viral
content, live
streams, and tutorial
videos.
(Oberlo, video
consumption statistic,
2024)
49.7% of all internet users
watch music video at least once a
week.
(Oberlo, video consumption statistic, 2024)
35.3% Comedic content,
memes, or what are often referred
to as "viral" videos rank second.
(Oberlo, video consumption statistic, 2024)
most popular category
27.7%Internet user focus
their attention on Livestream
video.
(Oberlo, video consumption
statistic,2024)
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Instagram:
2 billion monthly users.
50% of IG users visiting a website
to buy a product after watching an
Instagram ad.
Preferred social platform for
users aged 16-34, with 44%
using it to shop weekly.
(Matt Moran,technical writer,Top Video Marketing
Statistics For 2024: Usage, Demographics, Trends 2024)
TikTok:
1.5 billion monthly active users in
2023, expected to grow to 2
billion.
63% of Tik Tok videos with brand
messages in the first 3 second
achieve click-through highest rate.
(Matt Moran,technical writer,Top Video Marketing
Statistics For 2024: Usage, Demographics, Trends 2024)
Youtube:
Over 2 billion monthly users
70 billion daily views on YouTube
Shorts.
84% of marketers prefer YouTube for
sharing videos,
70% of viewers making purchases
after seeing a brand on the platform.
(Matt Moran,technical writer,Top Video Marketing Statistics For
2024: Usage, Demographics, Trends 2024)
Most used platform for video consumption and video marketing

13. General video marketing stats:
Of marketers say
that video marketing
is become much
more affordable.
Of business use
video marketing for
their business.
Of business are
making more videos
this year compare
the previous one.
92%
46%
70%
85%
85%
90%
Of marketers says
that video are the
most effective way
to grab attention on
line.
(Mark Ankucic,content consultant at CopyPlaybooks,2024)
Of marketers says
that video are
essential for
marketing.
Of marketers
says they are
satisfy with the
ROI of they
social media
video marketing.

14. Types of video content, Short-form vs. long-form video:
rt-form vs. long-form video:
16% of viewers engage with 60-minute videos,
indicating a preference for longer educational
content.
Add
title
1
2
3
Marketers recommend short-form videos under
60 seconds to match audience preferences.
44% of viewers prefer short product or
explainer videos, emphasizing the effectiveness
of concise content.
(Mark Ankucic content consultant, CopyPlaybooks,2024)

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Technology's Influence on
Consumer Behavior:
Business Imperatives in Response
to Technological Changes:
Recent Transformations in Digital
Technology and Consumer
Behavior:
New tech revolutionizes consumer access to
information and amplifies their voices
through social media.
Companies adapted to evolving consumer demands
to thrive in the market.
Strategies included digital and social media
presence, influencer, omnichannel marketing, and
personalized interactions driven by customer data.
Internet usage has steadily increased, with 5G
technology accelerating digital advancements and
IoT growth.
Mobile devices dominate internet traffic,
emphasizing the importance of multichannel
presence.
Consumer trends
Consumer Behavior and Technology Adoption Over the years
(Jim Longo,Technology Is Impacting Customer Buying Habits And Market Research, The Forbes, 2024)
4

16. “Technology's impact on consumer behavior in the digital age is profound, revolutionizing how businesses
engage with customers and utilize data to enhance their experiences.
The emergence of digital tools and the Internet has introduced new consumer behavior models like the ROPO
effect (Research Online, Purchase Offline) and its reverse counterpart.
Today's digitally savvy consumers have transitioned from traditional TV advertisements to a multitude of
digital marketing channels across various devices and social media platforms.”
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015).

17. Consumer behavior & statistic for 2024
Customers Have Higher
Expectations:
Technology-driven advancements raise
consumer expectations for
personalized, responsive, and seamless
experiences.
Consumer Purchases Online:
Media leads online purchases, followed
by toys, electronics, clothing, and office
equipment.
Fashion, consumer tech,travel bookings
and entertainment are among the most
frequently purchased .
Consumers compare their interactions
with brands to digital pioneers like
Amazon and Netflix, expecting similar
levels of service and convenience.
52%
of online shoppers
report shopping
internationally
55%
Millennials shop on
social media the most
global e-commerce market
expected to total
$6.3 trillion
in 2024
53%
Of consumer prefer
buy directly from
brands
"The digital age has ushered in a new era of consumer behavior, where data-driven insights and
personalized experiences reign supreme"
(Patel, 2020)
Hubspot (August 2023). The State of Consumer Trends in 2023 Kiran Aditham, Kristy Snyder,E-Commerce Statistics of 2024, Forbe advisor)

18. 05
What consumer buy online:products and services
In 2024, the thriving online shopping industry is
transforming consumer behavior by offering a wide
array of products and services, reflecting a growing
preference for convenience and variety driven by
advancing technology
(Dsouza Prima Frederick, H., & Salins, M. (2022). Quantitative ABCD Analysis of
Online Shopping)
The Growth in Retail E-commerce Sales Worldwide
2022-2027 (in trillions)
Source: Insider Intelligence, from The Forbe advisor, 2024

19. Amazon, Walmart, eBay, and AliExpress rank as the top e-commerce sites in terms of
visitor traffic
$1070
billion
71% 49%
Women that shop online buys
Fashion , clothing, accessory.
Maryia Fokina,Content Specialist, Tidio 2024
Men Who shop online buys
technology, phones, computers
Fashion category gets ahead of
everything else in the amount of money
spent when we take all ecommerce
sales globally

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In conclusion, as the digital landscape continues to evolve at a rapid pace, businesses and
organisations must stay ahead of the curve by focusing on key areas.
Firstly, efforts to bridge the digital divide and improve Internet accessibility, particularly in developing
countries, are essential. Initiatives like the Alliance for Affordable Internet (A4ai) are advocating for
more affordable Internet access, and governments should establish targets to make the Internet more
accessible.
CONCLUSION
Furthermore, with remarkable improvements in internet speeds, businesses should capitalise on faster
loading times and seamless streaming to enhance online experiences for consumers.
It is also vital to optimise online presence across various platforms to effectively reach and engage
target audiences, considering the prevalence of smartphones as the primary device for internet access.
Moreover, staying ahead of evolving trends in online video consumption and understanding e-commerce
trends and consumer behaviours are crucial for engaging audiences effectively and tailoring offerings
and marketing strategies.
Finally, businesses should embrace emerging technologies such as AI, IoT, and virtual reality to cater to
changing consumer behaviour. Focusing on these areas will enable businesses and organisations to
adapt to the evolving digital landscape and meet the needs and expectations of today's consumers.

21. sources
● From how the world goes online 2024:
● https://datareportal.com/reports/digital-2024-deep-dive-how-the-world-goes-online
● From digital around the world:
● https://datareportal.com/global-digital-overview
● From Internet user statistics:
● https://www.demandsage.com/internet-user-statistics/
● From technology trend
2024:https://www.accenture.com/gb-en/insights/technology/technology-trends-2024?c=acn_glb_accenturetechnogoogle_14070651&n=psgs_0124&gad_sourc
e=1&gclid=CjwKCAiA0bWvBhBjEiwAtEsoWzKkyjulgFBoYmaHPh-qbEiEC0zAUuln8p6YD1n4esUI3bKItjAEpRoC_7EQAvD_BwE&gclsrc=aw.ds
● https://www.accenture.com/content/dam/accenture/final/accenture-com/document-2/Accenture-Tech-Vision-2024.pdf#zoom=40
● From consumer trends2024:
● https://www.kantar.com/inspiration/technology/the-top-5-consumer-tech-predictions-for-2024
● https://www.forbes.com/sites/forbestechcouncil/2023/12/07/5-consumer-tech-industry-predictions-for-2024/
● From how many people buy on line:
● https://www.oberlo.com/statistics/how-many-people-shop-online
● From online shopping statistic:
● https://www.yaguara.co/online-shopping-statistics/
● From buyers trand 2024:
● https://explodingtopics.com/blog/shopping-trends
● Forbe article:
● https://www.forbes.com/sites/michelleevans1/2024/01/25/top-e-commerce-trends-changing-how-we-shop-in-2024/

22. sources
● From video marketing statistics:
● https://www.dash.app/blog/video-marketing-statistics
● consumption statistic2024:
● https://www.oberlo.com/statistics/online-video-consumption-statistics
● Consumer trand impact:
● https://www.thekeenfolks.com/blog-article/the-impact-of-technology-on-consumer-behaviour
● Consumer trand and impact on their life in the last years:
● https://medium.com/@e.decrescenzo/how-consumers-use-digital-technology-and-its-impact-on-their-lives-with-data-up-to-2023-de9e038f7a47
● Microsoft (April 2019). 2019 Voice report: Consumer adoption of voice technology and digital assistants.
● https://www.forbes.com/advisor/business/ecommerce-statistics/
● https://www.academia.edu/93069079/Quantitative_ABCD_Analysis_of_Online_Shopping?hb-g-sw=93969316
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