The Internet has changed customers' behavior, everyday routines, and the way of thinking. Evidently, the impact on the modern world is huge. What is the Internet's evolution, and how does it impact consumers' lives?

1. By Mariia Gorochkina
THE IMPACT OF
DIGITAL TECHNOLOGY
HOW CONSUMERS USE TECHNOLOGY AND
ITS IMPACT ON THEIR LIVES

2. INTRODUCTION
The Internet has changed
customers' behavior, everyday
routines, and the way of thinking.
Evidently, the impact on the
modern world is huge. What is the
Internet's evolution, and how does
it impact consumers' lives?

3. Accessibility
ACCESS TO THE INTERNET
From 2019 to 2022, the worldwide percentage of people using the
Internet has increased from 50% to 66%. (Statista, 2022, see Fig. 1).
The global surge in the number of people accessing the internet is
propelled by increased affordability of devices and expanded mobile
networks.
Speed
Fiber-optic technology and upgraded networking equipment
contribute to faster and more reliable connections. However, some
areas still facing challenges related to slower internet speeds.

4. Fig. 1. Percentage of global
population accessing the
internet from 2005 to 2022,
Worldwide. (Statista, 2022)
ACCESS TO THE INTERNET

5. DIGITAL DEVICES USED BY AUDIENCES
People have various ways to access the Internet nowadays. However, over 90%
of users access it via mobile phones (Statista, 2023, see Fig. 2). With a mobile
phone, people can accomplish a multitude of tasks, from making online
purchases and using NFC for payments to even working. All of this is made
possible thanks to these compact smart devices.
96,5% 62% 31.1%

6. Fig. 2. Share of users worldwide accessing the internet in 3rd quarter 2023, by device (Statista,
DIGITAL DEVICES USED BY AUDIENCES

7. DIGITAL DEVICES USED BY
AUDIENCES
SMART TV
New technologies are
evolving rapidly, offering
diverse options for Internet
access. Smart TV hosts
individual apps that can
stream audio and video
content.
SMARTWATCH VR-GLASSES
As of 2023, 219.43 million
people worldwide are using
smartwatches. (Statista,
2023) According to
Statista's latest forecast, this
figure is anticipated to
increase to 230.85 million
by the year 2028. (Statista,
2023)
In 2023, Apple introduced a
groundbreaking device –
the Vision Pro (Apple, 2023),
enabling people to
immerse themselves in the
virtual world using just
glasses.

8. HOW CUSTOMERS SEARCH FOR INFORMATION
SEO
Internet search has evolved from text-typing to diverse
options for swift information retrieval. SEO has progressed
beyond keywords to prioritize user intent, incorporating new
technologies

9. HOW CUSTOMERS SEARCH FOR INFORMATION
Voice Search
By 2024, an estimated 8.4 billion people are expected to
engage in voice searches, according to Statista (Statista,
2024). This evolution deems traditional text-based SEO queries
insufficient, necessitating optimization for longer-tail
keywords and natural language queries, adapting to the
extended and conversational nature of voice search in the
native language.
Voice
assistance
in
billions
2019 2020 2024
3.25
8.4
4.2
Fig. 3 Number of digital voice assistants in use worldwide from
2019 to 2024 in billions. (Statista, 2024)

10. HOW CUSTOMERS SEARCH FOR
INFORMATION
GOOGLE LENS
Google Lens offers a novel way
to find precise information by
uploading a photo.
UGC PLATFORMS
User-generated content platforms
revolutionize content search,
democratizing distribution.
Moreover, they amplify
marginalized voices and fostering
a new era of influencers.

11. CHAT GPT
aids in content creation, offering assistance
with writing and brainstorming ideas. Its
versatility makes it valuable for customer
support, guiding users through processes.
HOWEVER
limitations include nonsensical responses
and the potential for biased outputs. The
model may not always ask for clarifications,
leading to responses that may not align
with the user's intent.
IT’S IMPORTANT
Striking a balance between user guidance
and autonomy is crucial for optimal
performance.

12. WHAT CONSUMERS BUY ONLINE
As of 2022, approximately 2.56 billion individuals
globally have embraced the convenience and
accessibility of online shopping (Doofinder, 2022).
Amazon is recognized as the world's most
successful online shop (Statista, 2023), offering to
customers a wide range of goods. Furthermore,
consumers purchase online services, and even
auto!

13. WHAT CONSUMERS BUY ONLINE
Computer & consumer electronics
Apparel & accessories
Furniture & home furnishings
Health, personal care & beauty
Auto & parts
$224.18
$211.78
$116.84
$98.61
$81.61
Figure 4. Online U.S. Sales by Product Category in 2022 (in billions).

14. Notably, consumers are drawn to second-
hand purchases, reflecting a growing interest
in sustainability. Brands like Levi’s embrace this
trend by dedicating website sections for
resale, meeting customers' eco-friendly
needs (Levi’s, n.d)
WHAT CONSUMERS BUY ONLINE

15. Fig. 5. Most popular video content type worldwide in 2023. (Statista,
2023)
Any kind of video
Music video
Comedy, meme, or viral video
Video live stream
Educational video
Tutorial or how-to video
Product review video
Sport clips or highlights video
Recent stats show 92% of global
internet users watch digital videos
weekly, encompassing various
content types. For ecommerce,
understanding these preferences
is crucial. (Statista, 2023, see Fig.5)
49.7%
35.3%
92%
27.7%
25.7%
25.6%
25.2%
24.9%
VIDEO CONSUMPTION

16. Instagram, TikTok, and YouTube are
key platforms for businesses, with
short-form videos gaining popularity.
The video landscape is favoring
marketers, as consumers use video
content extensively in the
information-gathering phase of their
buyer's journey.
VIDEO CONSUMPTION

17. Fig. 6. How Video Consumption is Changing in 2023
(HubSpot, 2023)
VIDEO CONSUMPTION
To help me relax and unwind
To laugh or be entertained
To explore an interest or passion
To learn something new
To escape from daily life
38,2%
13,3%
26,3%
6,8%
11,5%
Popularity
Online videos have gained immense
popularity for various reasons, and one of
the main factors is that people often turn to
them as a form of entertainment and
relaxation.
Business
The importance of integrating video into
marketing strategies for effective audience
connection is essential for the successful
promotion.

18. VIDEO CONSUMPTION
Video content is evolving rapidly, and
certain formats may become
outdated. Staying updated on the
latest trends is crucial to keep up
with the times.

19. E-COMMERCE
Popularity of e-commerce doubled in 2024
compared to 2018 (see Fig.7). With the
convenience of online platform consumers
turn to e-commerce for shopping needs,
marking a significant shift in retail
preferences.
SMARTWATCH
The usage of smartwatches has seen a
notable rise, surging from 148.74 million
users in 2019 to 224.31 million users in 2024
(Statista, 2024). The demand for
smartwatches in the digital health market
continues to rise worldwide.
CONSUMER
TRENDS

20. Automation
Algorithm
CONSUMER TRENDS
Fig. 7. Retail e-commerce sales
worldwide from 2014 to 2025 (Statista,
2023).

21. ARTIFICIAL INTELLIGENCE
ChatGPT in 2024 has around 180.5 million
users (Exploding topics, 2024). Since GPT-3
was introduced in June 2020, the rapid
integration of ChatGPT into various
applications suggests its potential to
emerge into all spheres of online
interaction..
VR-GLASSES
Global VR market size projected to increase
from less than 12 billion U.S. dollars in 2022 to
more than 22 billion U.S. dollars by 2025
(Statista, 2024). As VR technology continues
to advance, its impact on consumer
behavior is likely to evolve, opening new
possibilities.
CONSUMER
TRENDS

22. how individuals connect,
consume information,
make purchasing decisions.
CONCLUSION
The pervasive integration of technology
into consumers' lives has reshaped daily
routines and behaviors.
From the convenience of online
shopping to the personalized interactions
facilitated by smart devices and AI,
technology has revolutionized

23. CONCLUSION
Furthermore, advancements like virtual reality and wearable tech offer
immersive experiences in both purchasing and interaction with brands.

24. REFERENCE LIST
Statista. (2022). Percentage of global population accessing the internet from 2005 to 2022,Worldwide.
[Online image] Available from: https://www.statista.com/topics/1145/internet-usage-
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worldwide/
[Accessed 9 March 2024]
Statista. (2023). Number of users of smartwatches worldwide from 2019 to 2028. [Online image]
Available from: https://www.statista.com/forecasts/1314339/worldwide-users-of-smartwatches3
[Accessed 9 March 2024]
Apple. (2023). Introducing Apple Vision Pro: Apple’s first spatial computer. [Online] Available from:
https://www.apple.com/newsroom/2023/06/introducing-apple-vision-
pro/#:~:text=The%20breakthrough%20design%20of%20Vision,user's%20eyes%20in%20real%20time.
[Accessed 10 March 2024]

25. REFERENCE LIST
Statista. (2024). Number of digital voice assistants in use worldwide from 2019 to 2024.
[Online image] Available from: https://www.statista.com/statistics/973815/worldwide-
digital-voice-assistant-in-use
[Accessed 9 March 2024]
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online#:~:text=online%20in%202024%3F-
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nce%20on%20eCommerce%20platforms
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https://www.statista.com/topics/846/amazon/#topicOverview
[Accessed 11 March 2024]
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us-segment
[Accessed 11 March 2024]

26. REFERENCE LIST
Levi’s. (n.d). Building a better, more sustainable future. [Online] Available from:
https://www.levi.com/DE/en/features/sustainability [Accessed 11 March 2024]
Statista. (2023). Most popular video content type worldwide in 2023. [Online image]
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[Accessed 13 March 2024]
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2024]

27. REFERENCE LIST
Exploding topics (2024). Number of ChatGPT Users. [Online] Available from:
https://explodingtopics.com/blog/chatgpt-users
[Accessed 13 March 2024]
Statista. (2024). Virtual reality (VR) - statistics & facts. [Online] Available from:
https://www.statista.com/topics/2532/virtual-reality-vr/#topicOverview [Accessed 13 March
2024]
Statista. (2024). Smartwatches - Worldwide. [Online image] Available from:
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trackers/smartwatches/worldwide
[Accessed 13 March 2024]

28. THANK YOU!