How Digital Technology Has Impacted Our Lives

1. The Evolution of
Digital Marketing
HOW DIGITAL TECHNOLOGY HAS IMPACTED OUR
LIVES

2. 2020s
Pandemic:
Digital
Acceleration
Introductio
n
2030
Internet a Basic
Human Right?
1969
Internet Created:
Information sharing
between
researchers
around world
2000s
Mobile Internet
Social
Networking
1994
First Commercially
Successful Web
Browser
Source: Global Citizen

3. 7.91
billion
Access to the
Internet
Internet Users
Internet Users
62.5%
of Population
Growing at an
annual rate of
4%
½ million
people per day!
Source: Worldometer / Hootsuite Digital 2022 Overview Report
World Population
4.95
billion
=

4. 92%
70%
66%
75%
98%
94%
87%
86%
63%
42%
66%
26%
72%
73%
72%
46%
66%
73%
24%
North America
Central
America
South America
Caribbean
Oceania
East Asia
South East Asia
Central Asia
South Asia
West Asia
East Europe
South Africa
East Africa
Central Africa
West Africa
North Africa
South Europe
North Europe
West Europe
Nearly 100% of
Northern Europe
and over 80%
East, South,
West Europe
and North
America use the
internet
Source: Hootsuite Digital 2022 Overview Report

5. 92%
70%
66%
75%
98%
94%
87%
86%
63%
42%
66%
26%
72%
73%
72%
46%
66%
73%
24%
North America
Central
America
South America
Caribbean
Oceania
East Asia
South East Asia
Central Asia
South Asia
West Asia
East Europe
South Africa
East Africa
Central Africa
West Africa
North Africa
South Europe
North Europe
West Europe
Between 2019 –
2020 Central
Africa saw a 40%
rise in Internet
Users
Source: Hootsuite Digital 2022 Overview Report / Ang, Carmen. Countries with internet access is lowest

6. 6h 09m
6h 23m 6h 20m 6h 29m
6h 46m 6h 48m
6h 38m
6h 54m 6h 58m
0
60
120
180
240
300
360
420
2013 2014 2015 2016 2017 2018 2019 2020 2021
Minutes
Year Q3
Daily Average Time Spent Using Internet
Source: Hootsuite Digital 2022 Overview Report

7. 8h 05m
7h 13m
6h 38m
6h 01m
5h 13m
0
60
120
180
240
300
360
420
480
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64
Minutes
Age Range
Daily Time Spent Using Internet by Age Range
Source: Hootsuite Digital 2022 Overview Report

8. 0.0024
36 37
42.1
50 50.4
58
0
5
10
15
20
25
30
35
40
45
50
55
60
1990s 2017 2018 2019 2020 2021 2022
Median
Mbps
Years
Internet Speeds
Source: Airband

9. Digital Devices
Any Mobile Phone Laptop / Desktop Smart
Watch
Games
Console
VR Device
96.6%
Internet Users Own
Device
-0.5% YOY change
92.1%
used to access
internet
-0.5% YOY change
63.1%
Internet Users Own
Device
-2.0% YOY change
64.5%
used to access
internet
-1.2% YOY change
27.4%
Internet Users Own
Device
+17.6% YOY change
n/a
used to access
internet
20.3%
Internet Users Own
Device
-5.1% YOY change
12.6%
used to access
internet
+12.5% YOY change
4.8%
Internet Users Own
Device
+9.1% YOY change
n/a
used to access
internet
Source: Hootsuite Digital 2022 Overview Report

10. Mobile Time by Activity
Average Time User
Spends Using a
Smartphone each day
YOY Increase in Daily
Time Spent Using
Smartphones
Percentage of Time
Spent Using Mobile
Apps
Percentage of Time
Spent Using Web
Browsers
4H 48M +6.7% 92.5% 7.5%
Source: Hootsuite Digital 2022 Overview Report

11. How
Consumers
Search for
Informatio
n
49.5%
43.5%
37.4%
34.6%
24.5%
0
5
10
15
20
25
30
35
40
45
50
Search Engines Social Media Customer
Review Sites
Brand and
Product
Websites
Price
Comparison
Sites
Channels
Percentage
of
Internet
Users
Source: Hootsuite Digital 2022 Overview Report / Matthew Woodward Ecommerce Statistics 2022
81%
consumers research a
product before making a
purchase decision

12. Google was the most
visited Search Engine
in 2021
49.5%
43.5%
37.4%
34.6%
24.5%
0
5
10
15
20
25
30
35
40
45
50
Search Engines Social Media Customer
Review Sites
Brand and
Product
Websites
Price
Comparison
Sites
Channels
Percentage
of
Internet
Users
Source: Hootsuite Digital 2022 Overview Report

13. 76.1% use any kind
of social media to
find information
about brands and
products
22.6% follow
influencers
49.5%
43.5%
37.4%
34.6%
24.5%
0
5
10
15
20
25
30
35
40
45
50
Search Engines Social Media Customer
Review Sites
Brand and
Product
Websites
Price
Comparison
Sites
Channels
Percentage
of
Internet
Users
Source: Hootsuite Digital 2022 Overview Report

14. 100% of UK
shoppers claimed
having access to
product reviews
was a main driver
to online shopping
49.5%
43.5%
37.4%
34.6%
24.5%
0
5
10
15
20
25
30
35
40
45
50
Search Engines Social Media Customer
Review Sites
Brand and
Product
Websites
Price
Comparison
Sites
Channels
Percentage
of
Internet
Users
Source: Hootsuite Digital 2022 Overview Report / Statistica Primary Reasons Shop Online UK

15. 33.6%
of shoppers
compare prices on
their mobile phone
while shopping in a
physical store
49.5%
43.5%
37.4%
34.6%
24.5%
0
5
10
15
20
25
30
35
40
45
50
Search Engines Social Media Customer
Review Sites
Brand and
Product
Websites
Price
Comparison
Sites
Channels
Percentage
of
Internet
Users
Source: Hootsuite Digital 2022 Overview Report / The Social Shepherd 21 Essential Ecommerce Statistics

16. of customers use
multiple channels
before making a
purchase decision
Source: Shopify Omnichannel Guide
73%

17. Amount of Internet
Users Purchasing
Goods/ Services
Online
What Consumers
Buy Online
Amount of Internet
Users who Purchase
Goods / Services
Online Every Week
Annual Spend on
Online Goods
Purchases
Average Annual
Spend for Goods
Purchased Online per
Internet User
3.78
Billion
+10% YOY change
58.4%
n/a
$3.85
Trillion
+18% YOY change
$1017
+7.4% YOY change
Source: Hootsuite Digital 2022 Overview Report

18. Online Sales Made via
Mobile Phones
Highest Average Order
Value via Desktop
60.1%
+1% YOY change
Highest Average Order
Value via Mobile Phone
$125 $96
Source: Hootsuite Digital 2022 Overview Report / Statistica Average Online Shopping Order Value

19. 988.4 (+ 13% YOY
Growth)
904.5 (+ 17% YOY
Growth)
436.8 (+ 13% YOY
Growth)
392.9 (+ 18% YOY Growth)
381.5 (+ 21% YOY
Growth)
376.6 (+ 38% YOY Growth)
211.5 (+ 35% YOY
Growth)
155 (+ 11% YOY Growth)
0 200 400 600 800 1000 1200
Electronics
Fashion
Furniture
Toys, Hobby, DIY
Personal & Household Care
Food
Beverage
Physical Media
Annual Spend $Billions
Categories Bought
Source: Hootsuite Digital 2022 Overview Report

20. 2016
3.5
billion minutes
Online Video
Consumption
2020
12.2
billion minutes
96% have watched more due to Pandemic
Source: Wistia

21. 2019
16h
2020
18h
Average Hours Watched per User
Weekly
2017
10.5h
Source: Wyzowl

22. 37.1 %
31.3 %
29.8 %
27.7 %
27.4 %
51.4 %
26.7 %
30.4%
0 10 20 30 40 50 60
Comedy / Entertainment
How-To
Educational
Product Reviews
Gaming
Music Video
Influencers / Vlogs
Video Livestream
Categories Watched
Source: Hootsuite Digital 2022 Overview Report

23. 66% of consumers
have watched video
content (product demos,
reviews, FAQs,
unboxings, etc.) to learn
about a brand or product
84% of people
have made a
purchase after
watching a brand’s
video
86% of people
want brands to
produce more
videos
Source: Wyzowl / Bump, Pamela. How Video Consumption is Changing

24. Consumer
Trends
• treat devices like an appendage
• naturally build connections and
communities online
• expect seamless connection
between channels
• impatient and want to purchase
easily and quickly
• highly educated and empathetic =
social and environmental activists
• purchases affirm own identity and
give a sense of purpose, so,
brands require deeply entrenched
and transparent values
First Digital Native
Generation
used to fast internet speeds
and portable devices

25. Source: Damen, Alexis. ’53 Data-Backed Retail Statistics
Shaping Retail
81%
Gen Z
prefer to
shop in
stores to
discover
new
products
53%
likely to
look at a
product
in-store
and buy
it online
Omnichann
el

26. Source: Balenciaga

27. Source: Malik, Rijul Singh. Ways Blockchain can be Applied to Ecommerce / Nestle

28. Summary
• Businesses must learn the changing shopping behaviours of
the emerging digital native generation and provide an agile,
seamless experience with meaningful, transparent content of
the brands values
• Businesses must adapt and take an omnichannel approach to
attract and maintain shoppers who flit between the physical and
digital
• Content, Video, AR, and Blockchain build trust and connections
with consumers: businesses without the resources to acquire
expertise and technology will struggle
• Ironically, due to the need for an agile, omnichannel,
technology heavy strategies small, independent businesses
which often have the most genuine, deeply entrenched values
will likely fail

29.  Airband. (2022) ‘UK internet speeds from past to present’, in, Airband. Available at: https://www.airband.co.uk/uk-internet-
speeds-from-past-to-present
 Ang, Carmen. (2020) ‘These are the countries where internet access is lowest’, in, World Economic Forum. Available at:
https://www.weforum.org/agenda/2020/08/internet-users-usage-countries-change-demographics/
 Bump, Pamela. (2022) ‘How Video Consumption is Chaninging in 2022’, in, Marketing. Available at: How Video
Consumption is Changing in 2022 [New Research] (hubspot.com)
 Chevalier, Stephanie. (2022) ‘Average online shopping order value in Great Britain 2021, by device’, in, Statista. Available at:
https://www.statista.com/statistics/960448/great-britain-online-shopping-order-values-by-device/
 Damen, Alexis. (2022) ’53 Data-Backed Retail Statistics Shaping Retail in 2022 and Beyond’, in, Shopify. Available at:
https://www.shopify.co.uk/retail/retail-statistics
 Estay, B. (2022) ‘16 Online Shopping Statistics: How Many People Shop Online?’, in, Ecommerce Research. Available at:
https://www.bigcommerce.com/blog/online-shopping-statistics/
 Malik, Rijul Singh. (2021) ‘5 Ways Blockchain Can Be Applied to Ecommerce’, in, Data Driven Investor. Available at:
https://medium.datadriveninvestor.com/5-ways-the-blockchain-can-be-applied-to-ecommerce-a-blog-that-discusses-where-
you-can-implement-1add2d7afdd7
Reference
List

30.  Mhlungu, Gugulethu (2022) ‘Why Internet Access Needs to Be Considered a Basic Human Right’, in, Global Citizen.
Available at: https://www.globalcitizen.org/en/content/internet-access-basic-human-right/
 Shepherd, J. (2022) ‘21 Essential eCommerce Statistics You Need to Know in 2022’ in Social Shepherd. Available at:
https://thesocialshepherd.com/blog/ecommerce-statistics
 Shopify. (2020) ‘Guide to Omnichannel Commerce’, in, Shopify. Available at:
https://www.shopify.co.uk/plus/guides/omnichannel-guide
 Statista. (2022) ‘Reasons to shop online in the UK 2021’, in, Statista. Available at:
https://www.statista.com/statistics/819541/primary-reasons-shop-online-uk/
 We are social, and, Hootsuite. (2022) ‘Digital 2022 Global Overview Report’, in, Hootsuite. Available at:
https://www.hootsuite.com/resources/digital-trends
 Wistia. (2022) ‘2022 State of Video Report’, in, Wistia. Available at: https://wistia.com/about/state-of-video
 Woodward, Matthew. (2022) ‘Ecommerce Statistics 2022- Everything You Need To Know’, in, Matthew Woodward. Available
at: https://www.matthewwoodward.co.uk/seo/ecommerce-statistics/
 Worldometer (2022) Worldometer. Available at: https://www.worldometers.info/world-population/
 Wyzowl. (202) ‘Report: State of Video Marketing 2021’, in, Wyzowl. Available at: https://www.wyzowl.com/state-of-video-
marketing-2021-report/
Reference List
Cont.