The document discusses the evolution of digital technology and its impact on consumer behavior, highlighting a 104% increase in internet users from 2013 to 2023 due to greater accessibility to devices and advancements in technological knowledge. It elaborates on how digital technology has transformed shopping, information searching, and communication, noting trends in device usage and online consumer habits while also addressing both positive and negative effects. Additionally, it touches on the rise of artificial intelligence and sustainability concerns linked to increased digital activity.

1. T H E E V O L O UT IO N O F D I G I TAL T E C H N O L O GY
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2. INT RO D UCT IO N
What is Digital Technology?
'tools, systems and devices that can generate,
create, store or process data'. - Digital Child
Topics We Will Cover:
- Access To The Internet
- Digital devices Used By
People
- How Consumers Search For
Information
- What Consumers Buy Online
- Online Video Consumption
- Consumer Trends
Good afternoon SXSW, my name is Lewis Jones and
today I'm excited to talk to you about how audiences use
technology and the impact on their lives.

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The data in the graph above shows that the
number of internet users has increased by
104% between the years of 2013-
2023 which indicates that internet access has
grown across the world exponentially.
Why?
- Increases in digital devices capable
of internet connectivity
- Increases in accessibility to said
devices across the globe
- Advancements in technological knowledge
- Convenience
A C C E S S T O T H E I N T E R N E T

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Businesses have the ability to simplify interactions with
customers, as well as customers easily accessing the business
without having to physically travel.
Businesses who do not operate online risk losing their
customer base or potential new customers to another that
does due to convenience and perceived quality
Consumers using the internet can be informed of any new
market trends and deals a business may have through a
variety of digital channels.
Consumers who don’t have access to the
internet risk missing said trends, which also means they may miss
out on a product they desire.
The need for physical stores is reduced for businesses as only an
online store may be required, saving it money on running costs
and rent etc.
High street stores, Traditional businesses
and town centers suffer as a result, reducing the amount of
money being invested into cities and impacting consumers who
do not have access to the internet.
P OS I T I V E S & N E G AT I V E S O F I N C R E A S E D
I N T E R N E T AC C E S S A BI L I T Y

5. D IG I TA L D E V I C E S US E D BY AU D I E N C E S
Mobile Phones:
Mobile phones allow users to
make calls, send test
messages, take photographs
and access the internet.
Laptop:
Modern day laptops share many
similarities to a mobile phone, through
internet connectivity and messaging.
They have an integrated keyboardfor
easy typing as well as larger screens
and powerful inbuilt processing units.
Tablets
Larger version of a touchscreen
mobile phone falling between both
a laptop and mobile in terms of
functionality.
Fact
As of December 2023, 98% of
internet users aged 16-64
worldwide owned a mobile phone
- Bourgeaud, A (2024)

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Source: The percentage of total web pages served to web browsers running on each kind of device - Datareportal
As we can see, mobile phones are still the
most popular device used by audiences,
however, there is a slight decline year-on-
year.On the flip side, laptop and
desktop computer usage is on the rise.
- Computers have become more affordable
for customers
- Mobile phone prices have increased
- Its small size and portability make
the mobile the most convenient option
Why?

7. HO W CO N SU ME R S SE A R CH F O R
INF O R MAT IO N
Search Engines:
Programs that search documents for specified
key words included in the initial search which
return a list of results on the internet with
those key words included.
Examples: Google, Bing, Firefox
Voice Search:
Voice search allows audiences to search
the internet via voice command, speaking a
query into a device rather than typing.
Examples: Siri, Alexa
Image Search:
Allows audiences to upload images to
search for results containing the specific
image.
Examples: Google Images

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Search Engines: Voice Search: Image Search:
Businesses can apply search engine
marketing by paying for an
advertisement to be displayed on the
results page, which increases consumer
traffic and potential sales
Searching through traditional search
engines may be inconvenient for
the consumer as it's time
consuming to input text
Provides easy and quick
solutions without the time
consuming input of text, also allows
customers to be focused on something
else as the need to look at a device is
eliminated, combating reduced
attention spans
Voice search doesn’t display results on
a screen which makes it challenging for
consumers to compare and analyse
Allows consumers to easily find
what they're looking for,
eliminating the need to type a
query and receive
a more accurate result
Some images may not appear in
the results page if they haven't been
indexed by the search engine -
Dunthorne, S (2023)
Meaning that a consumer may not find
the results they're searching for
P O S I T I V E S & N E G AT I V E S F O R B U S I N E S S E S
A N D C O N S U M E R S

9. W HAT C O NSU ME R S B U Y O N L INE
Clothing:
- 64%
Books:
- 53%
Footwear:
- 46%
Music:
- 39%
Videos/DVD's
- 37%
Data on the top 5 physical items
purchased by the percentage of online
shoppers in the UK as
of 2020 according to BuisinessChief:

10. O N L I N E V I D E O C O N SU M P T I O N
( C O N S U M E R S )
• The average video consumption per person around the world is believedto be around 84 minutes per day in 2024 - Thriveagency
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2017 2023
YouTube annual users - 1.6 Billion YouTube annual users – 2.7 Billion
TikTok annual users - 150 million TikTok annual users - 1.58 billion
The data presented above shows a clear
increase in the popularity of short-form
video consumption between 2017 - 2023
- Decreased attention spans mean that consumers only focus
on short videos
- A more complex and intelligent algorithm provides consumers
with content they specifically desire
- The introduction of Video sharing entices users to
interact with each other, therefore increasing popularity to these
apps, acting as a form of social media
Why?
Source: Business Of Apps

11. O N L I N E V I D E O C O N S U M P T I O N
( B U S I N E S S E S )
This Graph shows that 86% of businesses in
2022 reportedly used video as a marketing
tool, increasing by 25% compared to 2016.
The increase in short form
video applications (TikTok, Instagram reels) has
meant that businesses can produce content cost
effectively and with relative ease
as production costs are lower than that of
traditional advertisement and many of these
videos can be created on portable devices.
Why?
Source: Wyzowl

12. C O N S U M E R T R E N D S
Artificial Intelligence (A.I)
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Artificial Intelligence is the science of making machines that can think like humans - HCLTech (2021)
The increasing growth of A.I in today's technological world is changing the way in which consumers use technology
Before A.I Introduction of A.I
- Consumers searched for answers to queries through search engines and
other manual data input methods and compared multiple
different results which could sometimes take up a considerable amount
of time and energy.
- Consumers have the ability to ask a chat bot a query which will
automatically compare all results and provide the most accurate in the
form of human conversation, providing the consumer with a greater
understanding in much less time
- Consumers and businesses manually inputted
data into programs which is time consuming and ran the
risk of producing a human error.
- A fully automated technology can now complete these tasks allowing the
individual to become more productive and focus on other more
important tasks.

13. C O N S U M E R T R E N D S
SUSTAINABILITY
Sustainability - 'avoidance of the depletion of natural resources in order to maintain an ecological balance.
The protection of the planet and its resources has become a large factor in the way in which consumers use Digital Technology
Benefits Of Digital Technology On Sustainability Negatives Of Digital Technology On Sustainability
- Increased amounts of eCommerce websites reduce the need to travel
to stores and release harmful vehicle fumes into the atmosphere
- The repeated use of digital technology requires energy (charging
devices, internet connectivity etc.) which could be harmful to the
environment if extracted using older methods (fossil fuels).
- An increased number of digital channels (social media, e-mail,
video call etc.) allow consumers to interact without the need to travel,
again protecting the environment.
- Businesses suffer as products purchased online by consumers may be
delivered using unsustainable packaging (plastic) which may
cause customer upset and a loss of future sales.

14. S U M M A R Y
How has digital technology impacted consumers lives?
Time:
The evolution of digital technology has created a
more time efficient lifestyle for consumers:
- Ecommerce has meant that customers no
longer need to travel to purchase goods
- Introduction of new internet
search methods means that customers can
search for information in a more
convenient manor
- Modern day digital devices provide
consumers with the ability to
complete many tasks from one place.
Convenience:
The evolution of digital technology has created
a more convenient lifestyle for consumers:
- Short-form video has combatted short
attention spans, allowing consumers to
consume data in a
comfortable and convenient way
- Ecommerce internet stores have allowed
consumers to purchase goods on the
move and without the need to travel to
retail stores
Communication:
An increased digital world has allowed consumers
to communicate not only with each other but with
businesses also:
- Increased internet accessibility
means that consumers can communicate
when not in each other's presence
- Consumers have the ability to communicate
with businesses without the need to travel
- Sharing platforms allow consumers
to share their likes and interests with friends,
family and maintain relationships

15. • Internet Users Statistic Chart - BroadBandSearch (2024) Key Internet Statistics in 2024. Available at:
https://www.broadbandsearch.net/blog/internet-statistics [Accessed 20 May 2024]
• Iphone 14 Pro Max - 02 (2024) Available at: https://www.o2.co.uk/shop/apple/iphone-14-pro-max-like-
new?setTTSelectedStack=360&device-type=packages [accessed 14 June 2024]
• Laptop - 02 (2024) Available at: https://www.o2.co.uk/shop/samsung/galaxy-book?device-type=packages [Accessed 14 June 2024]
• PC Mag (2021) Lenovo's Huge Array of New Tablets Includes...a Huge Tablet. Avaiable at: https://au.pcmag.com/tablets/87904/lenovos-
huge-array-of-new-tablets-includesa-huge-tablet [Accessed 14 June 2024]
• Borgeaud, A (2024) Global digital devices ownership worldwide 2023. Available at: https://www.statista.com/statistics/1380075/global-
digital-device-ownership/ [Accessed 14 June 2024]
• Iconsdb (2024) White magnifying glass 2 icon. Available at: https://www.iconsdb.com/white-icons/magnifying-glass-2-
icon.html [Accessed 14 June 2024]
• Datareportal (2024) Device usage graph. Available at: https://datareportal.com/reports/digital-2024-deep-dive-how-the-world-goes-online
[accessed 19 June 2024]
• Grentech (2016) search engines vs web browsers. Available at: https://grenfellinternetcentre.com.au/search-engines-vs-web-
browsers/ [Accessed 19 June 2024]
• Flaticon (2024) Voice search free icon. Available at: Voice search icons created by Mutualism - Flaticon [Accessed 19 June 2024]
• Flaticon (2024) old mobile phone free icon. Available at: Telephone icons created by Freepik - Flaticon [Accessed 21 June 2024]
• Buisinesschief (2020) Top 10 items bought online in the UK. Available at: https://businesschief.eu/corporate-finance/top-10-items-bought-
online-uk [Accessed 21 June 2024]

16. • Wyzowl (2022) Video marketing statistics 2022. Available at: https://www.wyzowl.com/sovm-results-
2022/#:~:text=More%20than%2099%25%20of%20people,continue%20using%20video%20in%202021.&text=Two%20thirds%20of%20marketers%20(6
6,spend%20on%20video%20in%202022.&text=88%25%20of%20people%20would%20like,3%25%20from%20last%20year.) [Accessed 26 June 2024]
• Youtube (2024) Logo. Available at: https://www.hope.film/dvd-digital/youtube-logo-png-photo-0/ [Accessed 26 June 2024].
• Flaticon (2024) Sustainability free icon.Available at: Sustainability icons created by Freepik - Flaticon [Accessed 27 June 2024]
• Pattam, A (2021) Artificial Intelligence, defined in simple terms - HCLTech. Available at: https://www.hcltech.com/blogs/artificial-intelligence-defined-
simple-terms#:~:text=Artificial%20intelligence%20is%20the%20science,decisions%2C%20and%20judge%20like%20humans. [Accessed 27 June 2024]
• Freepik (2024) AI special lineal color icon.Available at: https://www.freepik.com/icon/ai_8131880 [Accessed 27 June 2024]
• Flaticon (2024) clock free icon. Available at: https://www.flaticon.com/free-icon/clock_4305432 [Accessed 4 July 2024]
• DigitalChild (2024) Digital Technology definition.Available at: https://digitalchild.org.au/defining-digital-
technology/#:~:text=We%20refer%20to%20digital%20technology,programmed%20to%20perform%20various%20functions. [Accessed 10 July 2024]
• Aeye (2019) South By South West Logo. Available at: https://www.aeye.ai/events/sxsw-march-9-11-2019/ [Accessed 10 July 2024)
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17. T A S K 2 - S C R I P T
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Access to the internet has grown exponentially across the world over the past ten years. The data in the graph suggests a
104% increase in the amount of internet users worldwide between 2013 & 2023.
1 - One major reason for this dramatic increase is due to the amount of devices being produced that are capable of internet
connectivity. It’s currently estimated that in 2024, 54% of the global population own a smartphone, meaning that over half of the
worlds population has access to the internet through this kind of device. Another big reason as to why internet accessibility has
increased is due to an advancement in technological knowledge. As the modern world continues to grow, those in lesser
developed countries are beginning to gain the necessary equipment and understanding required to provide their citizens with
access to the internet. - 48 seconds
2 - Increased Internet accessibility comes with many positives and also negatives when looking at consumer and business
relationships. Consumers can easily access websites, resulting in a more time efficient experience with the lack of travel
required, which also benefits businesses as it keeps their customers happy. On the contrary, businesses with no online
presence that operate solely through physical stores may risk losing customer base to a business that does. - 73 seconds
3 - In todays technological world, audiences use a variety of devices in their day-to-day lives. Mobile phones allow users to
make calls, send text messages, take photographs and access the internet. Its small size allows for easy portability and
storage. A study conducted by Alexandra Borgeaud found that 98% of internet users aged between 16-64 owned a mobile
phone. Other popular devices include the laptop, which contains an integrated keyboard and powerful processing unit and a
tablet, which shares many similarities to both devices, falling between the two in terms of functionality. - 108 seconds

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4 - Consumers can search for information on the internet in a variety of ways. The most common being search engines. Search
engines are programs that search documents for specified key words included in a consumers initial search, returning a list of
results on the internet with those key words included. An example of a search engine is Google. Another way in which consumers
can search for information is through Voice Search. Voice search allows audiences to search the internet via voice command,
directly speaking a query into a device rather than typing. This alternative provides easy and quick results without the time
consuming input of text. An example of a voice search programme is Amazons Alexa. Finally, consumers can also search for
information through images, uploading an image to search for results containing that specific image. This allows consumers too
easily find what they’re looking for, providing a more accurate and less time consuming search. An example of image search is
Google Images. - 164 seconds
5 - The most common physical items that consumers purchased online in 2020 was compared in a study by BusinessChief. They
found that the most common item was clothing, with a staggering 64% of online shoppers purchasing an item of clothing on the
internet. This shows that the evolution of technology is transferring the demand for high street retail stores to e -commerce,
benefiting the consumer as it reduces the need to travel and saves time. - 187 seconds
6 - Online video consumption has also evolved to be one of the largest reasons why consumers access the internet. For
consumers, the average video consumption per person in 2024 is believed to be around 84 minutes per day. Over the last 6 years,
short-form video usage has grown exponentially.
Why is this?
In todays world, consumers attention spans are becoming smaller and smaller as many aspects of our lives are autonomous. Short
form videos suit this change, as they require less focus and take up less time to consume.

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6 - The evolution of technology also brings with it new consumer trends. Artificial intelligence is a big trend on the rise in
todays world. Simply, Artificial intelligence is the science of making machines think like human beings, and this is changing the
way in which consumers use technology. Before A.I, consumers and businesses were required to complete many tasks
themselves but the introduction of A.I means that these tasks can be completed fully autonomously through this technology.
A second trend arriving from the evolution of technology is sustainability. This is simply the avoidance of the depletion of
natural resources in order to maintain ecological balance. An increased digital world reduces the need to travel to: shop,
communicate with friends and family. This all reduces the amount of fossil fuels being burned and released into the
atmosphere, increasing sustainability.
8 - To summarise, Digital technology has evolved to have a positive impact on the lives of the consumer. It has created a more
time efficient lifestyle, convenient lifestyle and also provides new and impactful ways to communicate with not only other
consumers but also with businesses - helping to maintain important relationships with relative ease.

20. L I N K S :
• Video - https://youtu.be/VGTXH1eDSTE
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