In this presentation you will see how the use of the internet has drastically changed the way consumers live their lives. You will also see how the use of the internet itself has changed over time. As well as the change and increase in alternative or multiple device usage to access the internet.

1. UNIT: 1
EVOLUTION OF DIGITAL MARKETING
CHELSEA HALL

2. ASSIGNMENT: 2
TASK: 1
TECHNOLOGY | HOW IT AFFECTSTHE LIVES OF CONSUMERS

3. INTRODUCTION
“6 in 10 People Around the World Now use the Internet.”
- Simon Kemp (April 2021)
In this presentation you will see how the use of the internet has drastically
changed the way consumers live their lives.You will also see how the use of the
internet itself has changed over time.As well as the change and increase in
alternative or multiple device usage to access the internet.

4. ACCESSTOTHE INTERNET
More than 60% of the entire population is online, or has access to the internet. By the start of
April 2021, there were more than 330 million new internet users, taking the total amount to 4.72
billion, It is said that the average person will spend roughly 40% of their lives online (Kemp, 2021).

5. ACCESSTOTHE INTERNET
In July 2021, it was found that mobile download speed increased to 59.5% and fixed broadband
went up to 39.9% (McKetta, 2021)

6. DIGITAL DEVICES USED BY
AUDIENCES
Not only are mobile phones the preferred choice when it comes to accessing the internet, they
are also the reason behind the amount of time spent on the internet.The average person will
spend roughly 3 hours and 36 minutes (52%) on their mobile device, that does mean, however,
that at least 48% is still free for other devise, such as laptops, desktops, etc (Kemp, 2021).

7. DIGITAL DEVICES USED BY
AUDIENCES
Exceeding laptops by 44%, a significant number of people chose smartphones as a way to access
the internet, compared to any other devices (O’Dea, 2022).

8. DIGITAL DEVICES USED BY
AUDIENCES
As time went on, mobile phone use increased each year, and the circulation of household smart
devices has risen. In 2020 over a fifth of adults in the UK had a smart speaker in their home
(Chaffey, 2021).

9. HOW CUSTOMERS SEARCH FOR
INFORMATION
In a survey, put together by Salesforce, it was noted that those who responded, spend more time
researching a product, before actually buying it, However, they also spend an immense amount of
time doing research using other avenues, such as email, in person, mobile apps, etc (Kelly, 2017).

10. HOW CUSTOMERS SEARCH FOR
INFORMATION
So.Which web browser is most used globally?
Google Chrome is at the top, with 63.63%
Apple Safari comes next, at 19.37%
Followed by Mozilla Firefox at 3.65%
Microsoft Edge is at 3.24%
Opera Mini at 2.16%
Internet Explorer at 0.81%
And last, on its way out, Microsoft Edge “Legacy”, at 0.32%
(Coppock, 2022)

11. HOW CUSTOMERS SEARCH FOR
INFORMATION
Google, Bing andYahoo are the most common ways or search engines consumers use to research
information, products or services. Many will search for an entire sentence, others will search only
for specific keywords or phrases (Unknown, n.d).

12. WHAT CONSUMERS BUY
ONLINE
An estimate of 62% (more than half) of US consumers, who have access to the internet shop
online roughly once a month. Most consumers, 8 in 10, will be satisfied with their overall
experience (Saleh, 2022).

13. WHAT CONSUMERS BUY
ONLINE
If we take a look at online shopping by gender, 72% are women and 68% are men. Male
shoppers usually shop for things like furniture and computers, women on the other hand, shop
for groceries and clothing (Ouellette, 2022).

14. WHAT CONSUMERS BUY
ONLINE
As can be seen, consumers predominantly tend to purchase products like electronics, books and
clothing (Unknown, 2016).

15. ONLINEVIDEO CONSUMPTION
The average weekly video viewing time has increased by a drastic 85% since 2016. People who
watch online video content around the world, spend roughly 8 hours (7 hours and 55 minutes to
be exact) consuming online video content. 39% of consumers watch around 1 - 4 hours and 43%
watch over 7 hours every week (Unknown, 2020).

16. ONLINEVIDEO CONSUMPTION
“Younger generations are watching longer content” (Bump, 2020).
For the average Gen Z person, the total attention to online content lasts for eight seconds, for
Millennials, that’s only four seconds less than their own.Although this may be the case, Gen Z’s seem to
be more incline to take in long-form videos that catch their attention and hold it (Bump, 2020).

17. ONLINEVIDEO CONSUMPTION
Even before the pandemic, video popularity was on the up. It was estimated that 82% of all
content being created would be video. Since the pandemic 23% of U.S. consumers have an
additional paid streaming video service. It’s not just the more well known streaming services and
social media platforms either,TikTok and Instagram reels have become the new craze.TikTok’s
growth has tripled since 2018, with about 100 million users per month in the U.S. alone
(Fatemi, 2021).

18. CONSUMERTRENDS
New forms of technology has given consumers power. Consumers now have vast
access to information, products and services, whenever they please. Even
commute time to work on public transport has changed drastically, due to
technology and connected devices. A study conducted by the Centre for
Economics and Business Research saw that over £22.8 billion was spent by UK
consumers per year, doing online shopping whilst traveling on public transport.
Consumers no longer use just one device to purchase products or services.A
Google report showed that 90% of consumers use multiple devices to complete a
single engagement online. Consumers may see an advertisement onTV, then move
on to researching the product on their mobile, lastly, they may go to their laptop
to view pricing or complete their purchase (Unknown, n.d).

19. CONSUMERTRENDS
Moving from 3G networks to 4G allowed for an increase in internet speed as well as
download speeds, thus drawing consumers away from desktops to mobiles, letting them
stream videos and music, shop online and access social media sites, all whilst going about their
daily lives (Palandrani, 2020).

20. CONSUMERTRENDS
During the time of desktop computers, social media was used as more of a place to store
photos and log memories.As time went on and more consumers started using mobile phones,
it became a place where not only average individuals could frequent, but businesses,
organisations and even the government could share information. During 2019, the financing for
digital advertising took over the traditional ways ofTV and radio (Palandrani, 2020).

21. SUMMARY
In conclusion, we can see that the use of the internet has become of utmost
importance in the lives of consumers.We can see how reliant consumers are on
the internet and the multiple devices owned by its users. It has also been noted
that the use of social media has increased by not only individuals, but by businesses
intending to market their products or services to potential customers. Overall, the
use of the internet has become essential.

22. REFERENCES
Kemp.S (2021) ‘6 in 10 People Around the World Now Use the Internet’ in Datareportal [online].Available at:
https://datareportal.com/reports/6-in-10-people-around-the-world-now-use-the-internet [accessed April 2022]
McKetta.I (2021) ‘Despite All Odds, Global Internet Speeds Continue Impressive Increase’ in Ookla [online].
Available at: https://www.ookla.com/articles/world-internet-speeds-july-2021 [accessed April 2022]
O’Dea.S (2022) ‘Devices used to access the internet in the United Kingdom (UK) in from 2020’ in Statista [online].
Available at: https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/
[accessed April 2022]
Chaffey.D (2021) ‘Mobile marketing statistics compilation 2021’ in Smart Insights [online].Available at: https://
www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ [accessed April
2022]
Kelly. P (2017) ‘Which channels do consumers use when researching products before buying online?’ in Smart
Insights [online].Available at: https://www.smartinsights.com/online-brand-strategy/multichannel-strategies/channels-
consumers-use-researching-products-buying-online/ [accessed April 2022]
Coppock.M (2022) ‘The best web browsers for 2022’ in Digitaltrends [online].Available at: https://
www.digitaltrends.com/computing/best-browser-chrome-vs-firefox-vs-safari-vs-edge/ [accessed April 2022]
Unknown (n.d) ‘How and Why People Use Search Engines’ inThat SearchThing [online].Available at: https://
thatsearchthing.com/how-and-why-people-use-search-engines/ [accessed April 2022]

23. REFERENCES
Saleh.K (2022) ‘Online Consumer Shopping Habits and Behaviour’ in Invesp [online].Available at: https://
www.invespcro.com/blog/online-consumer-shopping-habits-behavior/ [accessed April 2022]
Ouellette.C (2022) ‘Online Shopping StatisticsYou Need to Know in 2022’ in Optinmonster [online].Available at: https://
optinmonster.com/online-shopping-statistics/ [accessed April 2022]
Walker Sands (2014) ‘Step 1: How to Create and Sell a Product Online’ in Forever Bird Studio [online].Available at: https://
foreverbirdstudio.com/blog/2015/9/23/how-to-create-and-sell-a-product-online [accessed April 2022]
Unknown (n.d) ‘THE STATE OF ONLINEVIDEO 2020’ in Limelight [online].Available at: https://www.limelight.com/
resources/market-research/state-of-online-video-2020/ [accessed April 2022]
Bump.P (2020) (Updated 2021) ‘HowVideo Consumption is Changing in 2021 [New Research]’ in HubSpot [online].
Available at: https://blog.hubspot.com/marketing/how-video-consumption-is-changing [accessed April 2022]
Fatemi.F (2021) ‘HowThe Pandemic Has ChangedVideo Content And Consumption’ in Forbes [online].Available at: https://
www.forbes.com/sites/falonfatemi/2021/02/01/how-the-pandemic-has-changed-video-content-and-consumption/?
sh=5ee33ba46ec0 [accessed April 2022]
Unknown (n.d) ‘The Impact ofTechnology on Consumer Behaviour’ in Keenfolks [online].Available at: https://
thekeenfolks.com/the-impact-of-technology-on-consumer-behaviour/ [accessed April 2022]
Palandrani.P (2020) ‘A Decade of Change: HowTech Evolved in the 2010s and What’s In Store for the 2020s’ in Global X
[online].Available at: https://www.globalxetfs.com/a-decade-of-change-how-tech-evolved-in-the-2010s-and-whats-in-store-
for-the-2020s/ [accessed April 2022]