Assignment 2 - Task 1

1. Evolution of
Digital Marketing
Abigail Cope 76155287
Unit 1 – Assignment 2

2. Introduction
Since the first internet link between UCLA and SRI 49 years
ago (October 1969) there has been a huge number of
developments and advances in the accessibility and use of
the internet (Forbes.com, 2015).
With the increase in internet access, consumer trends have
adapted over the years to change the way in which audiences
use internet technology in their day to day lives.

3. Access to the Internet
Compared to just 1% in 1995, 40% of the worlds population
now have access to an internet connection totalling over 3.8
billion users worldwide (InternetLiveStats.com, 2016).
With the introduction of
Broadband (which increases
internet speed) in 1996,
it has meant that the internet
is now available to a wider
audience such as those in
rural areas. By 2010, 65%
of internet users in the US
were using Broadband in
their households.
(Eha, 2013) InternetLiveStats, 2016

4. Digital Devices used by audiences
With a higher internet usage, the demand has grown for
devices that allow audiences to access the internet.
From initially accessing
the internet through PC
Computers, consumers
can now browse online
through multiple devices.
Recent surveys have found
that 42% of internet users
now access the internet via
smartphone on the move and
while away from home (Statista.com, 2017).
Statista.com, 2017

5. How customers search for
information
Due to the increase in internet users, including businesses,
consumers are now using various online channels to search for
information. Search tools such as Google and Bing have meant that
consumers can search for almost anything online when this would
previously have been done through other means.
The introduction of social media
channels such as, Facebook, have
also meant that audiences can
search for personal information with
the click of a button. As well as
personal use, this has become a
large platform for businesses
promoting their services through
social media searches (Constine,
2018).
Constine, 2018

6. What consumers buy online
The ability to search for numerous pieces of information on
the internet has, in turn, meant that 80% of online users
have purchased goods or services online (AltusHost, 2018).
The main reasons for the increase in buying online is due
to time saving and for businesses, it can be a cheaper way
to distribute their products to the customer with 80% of
online users purchasing goods or services at some point.
GiveawayService, 2016

7. Online video consumption
The use of online video content has developed since the
introduction of YouTube in 2005. The ability to upload and
watch videos from across the world has attracted a third of
internet users of over 1 billion. (YouTube.com, 2018)
Businesses have also now
started to use video
marketing with the use of
videos on a website
increasing conversion by
at least 80% and generating
1200% more shares than
text and imagery on social
media platforms. (Wordstream
& Lister, 2017)
Wordstream & Lister, 2017

8. Consumer Trends
In recent years, consumers have started to use technology
and the internet differently in order to achieve their desired
goal.
The introduction of smartphones has had a huge impact on
consumer trends and the way the internet is accessed. With
2.6 billion people now using this technology, it has been
important for websites and online stores to keep up with
this and cater to their audience (Baldwin, C. 2017).
This is similar with the use of online videos. The increased
trend in consumers viewing this content has effected
marketing strategies and changed the way in which
consumers and businesses communicate.

9. Summary
In conclusion, consumers have become a lot more
dependent on technology and the internet since it’s
development. Most day to day activities can now be done
online such as business, shopping and interacting with
peers and businesses.
With this, each development in internet technology has
directly impacted on another such as internet accessibility
increasing the demand for further digital devices.
Although there are still many developments that can be
made, the internet has quickly become a necessity for
billions across the world.

10. Reference List
— Internetlivestats.com. (2018). Number of internet Users (2016) – Internet Live Stats. [online]
Available at: http://www.internetlivestats.com/internet-users/ [Accessed 15th Jan 2018]
— Forbes.com (2015) Forbes Welcome. [online] Available at:
https://www.forbes.com/sites/gilpress/2015/01/02/a-very-short-history-of-the-internet-
and-the-web-2/#180e3f517a4e [Accessed 15th Jan 2018]
— Eha, B. (2013) An Accelerated History of Internet Speed (Inforgraphic). [online]
Entrepreneur. Available at: https://www.entrepreneur.com/article/228489 [Accessed 15th
Jan 2018]
— Statista.com (2017) Which is the most important device you use to connect to the internet at
home or elsewhere – Devices used to access the internet in the United Kingdom in 2017.
[online] Statista. Available at: https://www.statista.com/statistics/387447/consumer-
electronic-devices-by-internet-access-in-the-uk/ [Accessed 15th Jan 2018]
— Constine, J. (2017). Facebook now has 2 billion monthly users…and responsibility. [Online]
TechCrunch. Available at: https://techcrunch.com/2017/06/27/facebook-2-billion-users/
[Accessed 15th Jan 2018]

11. — YouTube.com. (2018). Press – YouTube. [online] Available at: https://www.youtube.com/intl/en-
GB/yt/about/press/ [Accessed 15th Jan 2018]
— Wordstream & Lister (2017). 37 Staggering Video Marketing Statistics for 2017 – Wordstream.
[online] Available at: https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-
statistics [Accessed 15th Jan 2018]
— AltusHost (2018). The History of E-Commerce, Online Shopping Evolution and Buyers Behaviour.
[online] Available at: https://www.altushost.com/the-history-of-e-commerce-online-shopping-
evolution-and-buyers-behaviour/ [Accessed 15th Jan 2018]
— GiveawayService.com (2016) The Evolution of Online Shopping. [online] Available at:
https://www.giveawayservice.com/blog/online-shopping-development [Accessed 15th Jan 2018]
— Baldwin, C. (2017) Four Trends in Consumer Behaviour: 2016-2017 [online]
Blog.sodexoengage.com Available at: https://blog.sodexoengage.com/four-trends-in-consumer-
behaviour-2016-2017 [Accessed 15th Jan 2018]