This document illustrates and examines the ways in which consumers use technology and how it impacts their lives.

1. ASSIGNMENT 2
Task 1

2. INTRODUCTION
https://venngage.com/blog/timeline-template/
The Evolution of Technology
As technology develops over time, its
influence and importance also
continuously increases, resulting in a
reliance and demand for better
technology. Not only is technology
now a massively important factor in
people’s everyday lives, but it is also
important in fields such as education
and medicine and plays a huge role
in the world of marketing.
On the left, there is a timeline
showing how technology has
developed from 1991-2020. Many of
these developments have had a
massive impact on the field of
marketing, in terms of how
consumers respond to and use
technology and how this
consequently impacts their lives.
Over the course of this presentation,
we will be taking a look at how
exactly consumers do use
technology and the specific impacts
this has.
Fig.1. Nediger, M. (2021), Vengage, The Evolution of the Internet and Technology.

3. ACCESS TO THE
INTERNET
Statistics show a consistent and continuous increase
in internet access for the vast majority of people in the
UK:
- 92% of adults in the UK were recent internet users
in 2020, up from 91% in 2019 and in 2020, only
6.3% of adults in the UK had never used the
internet, down from 7.5% in 2019. [Not only does
this show…..]
- The proportion of people aged 75 years and over
who are recent internet users nearly doubled since
2013, from 29% to 54% in 2020. [….]
- The percentage of disabled adults who were recent
internet users in 2020 reached 81%, up from 78%
in 2019. [shows that it is accessible for all,
becoming more accessible as the advancements
increase…]
Office for National Statistics, Internet Users, UK: 2020, Cecil
Prescott, 6 April 2021
https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletin
s/internetusers/2020

4. ACCESS TO THE
INTERNET
Fig 2. Roser, M. Ritchie, H. Ortiz-Ospina, E. Our World Data, Share of the Population Using the Internet, [graph]
https://ourworldindata.org/internet

5. ACCESS TO THE
INTERNET
Internet speeds have also dramatically increased over time:
- The world’s mean download speed over mobile increased
21.4% from 22.81 Mbps in July 2018, to 27.69 Mbps in July
2019.
- Mean upload speed over mobile increased 18.1% from
9.13 Mbps to 10.78 Mbps.
- The world average download speed over fixed broadband
increased 37.4% from 46.48 Mbps in July 2018 to 63.85
Mbps in July 2019.
- Mean upload speed over fixed broadband increased 48.9%
from 22.52 Mbps to 33.3 Mbps.
- South Korea, which was initially not even in the top ten
rankings for fastest countries for mobile internet saw a
165.9% increase in mean download speed over mobile
over 12 months, largely due to 5G.
- https://www.speedtest.net/insights/blog/global-index-2019-
internet-report/
Speedtest, In-Depth Analysis of Changes in World Internet Performance Using the Speedtest Global Index, Isla McKetta, 4 September
2019

6. DIGITAL DEVICES
USED BY
AUDIENCES
- Data from 2020 shows that smartphones are the
most common device used to access the internet,
with 60% of internet users using their smartphone to
access the internet.
- This is followed by 16% of people using a laptop to
access the internet, 12% using a tablet computer,
such as an iPad, 8% using a desktop PC, 1% using
a TV set and another 1% using none.
- https://www.statista.com/statistics/387447/consumer
-electronic-devices-by-internet-access-in-the-uk/
Statista, Devices Used to Access the Internet in the
UK From 2020, S. O’Dea, 25 May 2020.

7. DIGITAL DEVICES
USED BY
AUDIENCES
Apple iPhones are Apple’s brand of smartphones and are
common within society. An individual can access the internet
on an iPhone by using the Safari app that is a built-in
component of the iPhone. They can also access the internet
by using a Siri – a voice controlled personal assistant that
also comes as a built-in component of the iPhone. To use
this, the individual would simply hold down a specific button
on the smartphone and ask a question out loud.
https://dailyhive.com/edmonton/new-apple-iphone-12-pro-features
Fig 3. Apple, 2020, Iphone 12, [photograph]

8. HOW
CUSTOMERS
SEARCH FOR
INFORMATION
In order to find information regarding a product,
company or pretty much anything, consumers have a
variety of ways to achieve this. In January 2015, the
Local Search Association asked over 2,000
consumers – ‘When you are searching for a local
business, product or service, how likely would you be
to consult the following information sources?’ and then
left a large variety of different possible responses.
- They found that the most popular way for
customers to find information is through search
engines, with 65% responding with this.
- Other popular answers consisted of company
websites and mobile search, while the least
common response was location-based social
media accounts.
- Other responses consisted of answers such as
blog sites, social media, ratings and reviews and
newspapers.
Marketing Sherpa, Local Marketing Chart: How do customers
search for products and services? Daniel Burstein, 14 April 2015
https://www.marketingsherpa.com/article/chart/how-customers-searc

9. HOW
CUSTOMERS
SEARCH FOR
INFORMATION
https://www.marketingsherpa.com/article/chart/how-customers-search
The graph on the left shows the popularity of
search engines in comparison to location based
social media sites.
Fig 4. Local Search Association, 2015, [graph]

10. WHAT
CUSTOMERS BUY
ONLINE
Most common products bought online:
- Fashion products.
- Trips. (For example, holidays, plane tickets, hotel
reservations, tours etc.)
- Technologial products. (For example, phones and laptops
etc.)
https://www.doofinder.com/en/blog/best-selling-products-on-
the-internet
There is an ease to use factor and often a comforting
simplicity that comes with buying online.
People’s lives are improved simply by making the
aspect of shopping and buying:
- Easier
- More comfortable
- More convenient
- More enjoyable
DooFinder, What are the 6 best-selling products on the Internet?
Can you enter those markets? Sam Smith, n.d

11. ONLINE VIDEO
CONSUMPTION
Video content is now one of the most popular forms of
content consumed on the internet, with 5 billion videos
being watched on Youtube every single day, 139 million
people subscribing to Netflix globally and 100 million
hours of video being watched on Facebook per day.
https://www.pixelstalk.net/youtube-wallpapers-hd/
https://businessbigwigs.com/2014/08/08/netflix-
revenue-surpasses-hbo-arrested-development-back-
season-5/
https://millennialstudios.co.uk/blog/online-video-consumption-statistics/
Fig 5. Pixels Info, Youtube Wallpapers HD Paid
Fig 6. Netflix, 2014, Netflix Logo
Millenial Studios, Online Video Consumption Statistics

12. ONLINE VIDEO
CONSUMPTION
Two of the biggest trends that have changed
the amount of online video consumption:
Streaming Television Services
- Online streaming services such as Netflix, Apple TV and
Hulu have changed the way we watch films and TV
programmes.
- These services are able to offer commercial-free content to
their subscribers.
- Can be streamed on the vast majority of technological
products, including smartphones, laptops and computers.
Social Media
- Social media apps such as Instagram and Facebook have a
live video feature,.
- Video advertisements are also commonly featured on social
media to promote products and services to users of the
apps. https://businesscollective.com/3-media-trends-that-are-changing-the-way-w
consume-video-content/index.html
Business Collective, 3 Media Trends That are
Changing the Way We Consume Video Content,
Stanley Meytin, n.d

13. CONSUMER
TRENDS
Overall, it is evident that over time, the ways
in which consumers use technology has
dramatically changed and is continuing to
change as technology continues to become
more accessible and more advanced, in turn
making it more popular internationally.
Not only has access to internet drastically
increased over the past few years, but the
ways in which people are using the internet
has also changed and adapted in order to
make the lives of many much easier.
Smartphones are one of the major reasons
for this change in consumer trends – they
have truly revolutionized the technological
world.

14. CONSUMER
TRENDS
https://medium.com/analytics-for-humans/the-evolution-of-
consumer-behavior-in-the-digital-age-917a93c15888
This image demonstrates the idea that our
technological advancement is what society is very
much reliant on nowadays. Almost every aspect of
everyday life, ranging from how we communicate
with one another, to how we buy clothes has evolved
to incorporate technology, consequently making the
lives of many much easier and many aspects of life
much more accessible.
Fig 7. Ciapponi, G, 2014, The Evolution of Consumer Behaviour in the Digital Age

15. SUMMARY
https://www.consumerreports.
org/cell-phone-plans/best-cell-
phone-plans-for-seniors-
a1080365788/
Technology is no longer an
aspect of society that is
limited to younger people.
https://www.digitaltrends.com/
mobile/us-smartphone-market-
share-january-2017/
Smartphones are extremely
common now within society and
are continuously changing and
adapting to contain features that
make life easier for all.
https://www.whattowatch.co
m/news/hulu-with-live-tv-is-
getting-the-viacomcbs-suite-
of-channels
Online streaming services make it easier
for people to watch Tv shows and films at
any time and any place. So, technological
advancements have not just made life
more practical in. terms of necessary
aspects but also for entertainment
purposes.
Fig 8. cell-phone-deals.top, n.d, [photo]
Fig 9. Lee, J, 2017, Digital Trends, [photograph]
Fig 10. WhatToWatch.com, 2021

16. REFERENCE
S
Reference List
Fig.1. Nediger, M. (2021), Vengage, The Evolution of the Internet and Technology. Available at:
https://venngage.com/blog/timeline-template/ [accessed on 23rd September]
Office for National Statistics, Internet Users, UK: 2020, Cecil Prescott, 6 April 2021. Available at:
https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2020
[accessed on 23rd Septmber]
Fig 2. Roser, M. Ritchie, H. Ortiz-Ospina, E. Our World Data, Share of the Population Using the
Internet, [graph], Available at: https://ourworldindata.org/internet [accessed on 23rd September]
Speedtest, In-Depth Analysis of Changes in World Internet Performance Using the Speedtest Global
Index, Isla McKetta, 4 September 2019, Available at:
https://www.speedtest.net/insights/blog/global-index-2019-internet-report/ [accessed on 23rd
September]
Statista, Devices Used to Access the Internet in the UK From 2020, S. O’Dea, 25 May 2020.
Available at: https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-
access-in-the-uk/ [accessed on 23rd September]
Fig 3. Apple, 2020, Iphone 12, [photograph], Available at: https://dailyhive.com/edmonton/new-
apple-iphone-12-pro-features [accessed on 23rd September]
Marketing Sherpa, Local Marketing Chart: How do customers search for products and services?
Daniel Burstein, 14 April 2015. Available at: https://www.marketingsherpa.com/article/chart/how-
customers-search [accessed on 24th September]
Fig 4. Local Search Association, 2015, [graph], Available at:
th

17. References
DooFinder, What are the 6 best-selling products on the Internet? Can you enter those markets? Sam Smith, n.d. Available at:
https://www.doofinder.com/en/blog/best-selling-products-on-the-internet [accessed on 24th September]
Fig 5. Pixels Info, Youtube Wallpapers HD Paid, Available at: https://www.pixelstalk.net/youtube-wallpapers-hd/ [accessed on 24th September]
Fig 6. Netflix, 2014, Netflix Logo. Available at: https://businessbigwigs.com/2014/08/08/netflix-revenue-surpasses-hbo-arrested-development-back-
season-5/ [accessed on 24th September]
Millenial Studios, Online Video Consumption Statistics. Available at: https://millennialstudios.co.uk/blog/online-video-consumption-statistics/
[accessed on 24th September]
Business Collective, 3 Media Trends That are Changing the Way We Consume Video Content, Stanley Meytin, n.d. Available at:
https://businesscollective.com/3-media-trends-that-are-changing-the-way-we-consume-video-content/index.html [accessed on 25th September]
Fig 7. Ciapponi, G, 2014, The Evolution of Consumer Behaviour in the Digital Age. Available at: https://medium.com/analytics-for-humans/the-
evolution-of-consumer-behavior-in-the-digital-age-917a93c15888 [accessed on 25th September]
Fig 8. cell-phone-deals.top, n.d, [photo] Available at: https://www.consumerreports.org/cell-phone-plans/best-cell-phone-plans-for-seniors-
a1080365788/ [accessed on 25th September]
Fig 9. Lee, J, 2017, Digital Trends, [photograph] Available at: https://www.digitaltrends.com/mobile/us-smartphone-market-share-january-2017/
[accessed on 25th September]
Fig 10. WhatToWatch.com, 2021. Available at: https://www.whattowatch.com/news/hulu-with-live-tv-is-getting-the-viacomcbs-suite-of-channels
[accessed on 25th September]