The Evolution of Internet: How consumers use technology and its impact on their lives.

1. The Evolution
of Internet
How consumers use technology
and its impact on their lives.
By
Sowmya Govindarajan - 76254545

2. 2 Table of content
1. Introduction
2. Evolution of Internet
3. Access to the internet
4. Digital devices used by
audiences
5. How customers search
for information
6. What consumers buy
online
7. Online Video
consumption
8. Consumer trends
9. Summary
10. References

3. Introduction
 The internet was born in 1950s in the USA.
 Only University staffs and military scientists
could afford to use the bulky, expensive
computers of that era.
 Scientist and engineers collaborated to build
ARPANET (Advance Research Project
Agency). Eventually, the modern internet was
made possible by the innovations of other
inventors.
 Its rapid growth led to its use in E-commerce,
Information search and Social networking.

4. The image above represents the timeline of internet from 1950s till today.

5. Access to the internet
Over the past 12 months, 97 million people signed up for the internet for the first time, representing a
1.8 % rise year over year.

6. Access to the internet
The data above suggests, Nordic countries has the greatest rates of internet access and adoption of internet
while Sweden and Finland rates by 98.1 % and 97.8 %, respectively. Richer middle eastern states also
demonstrates higher rates of internet access and adoption.

7. Digital devices used by audience
Digital consumers own 3.64 connected devices. They use variety of digital devices such as Desktop, Laptop, Tablet,
Smart TV and Smart phones.

8. Digital devices used by audience
The chart shows 40 million smartphone users in the UK compared to 21.6 million tablet users and
30.4 million desktop users.

9. How customers search for information
Consumers use “Top of mind” search for low
involvement products. E.g. toothpaste.
Consumers use external sources such as
reading reviews for high involvement
products. E.g. Car.

10. How customers search for information
Consumers use search engines, social media, Brand website, offline store, word of mouth, reviews.

11. What consumers buy online
In 2023, Fashion accounted for 28.7% of UK Ecommerce revenue, making the largest market in terms of
Ecommerce sales. At 16.8%, Electronics comes in second. Hobbies and leisure such as books, craft supplies
accounts to 15.9%. Online grocery purchase accounts to 12.3%.

12. Online video consumption
Video content is gaining popularity. 91 % of companies utilise video for marketing in 2024 which is
an all-time high since 2016.

13. Online video consumption
• Videos are employed for variety of
objectives.
• Video testimonials are most popular kind of
videos with 39%.
• Explainer videos with 38% , Presentation
videos with 34%, Social media videos with
34%, Product demos with 32%, Video ads
with 30%, Sales videos with 30%, Teaser
videos with 30%.
• Customer service videos with 28%,
Videographic with 25%, employee
onboarding with 25%, training, customer
onboarding and App demo with 22%.
• Additionally, Virtual reality, augmented
reality and Artificial Intelligence are opening
new avenues for immersive visual
experiences.

14. Consumer trends
• The digital age has brough a substantial changes in the consumer behaviour and their buying trends due to
increase in adoption of internet and technology. Consumers can make more informed decisions as they are more
coupled with wider audiences through technology and social media.
• The graph shows a rising trend in global retail sales from 2019 which is expected to have a stable 8% increase in
global e-commerce sales throughout 2024. Following covid-19, there has been a notable surge in online
consumer shopping in various areas such as groceries, over-the-counter medications, home goods and personal
care.

15. 28%
28%
18%
4%
Different Generations purchasing through social media
Gen Z Millennials Gen X Boomers
Consumer trends
Gen Z (aged 18-24) and Millennials (aged 25-35) are best targeted through social media, internet and
YouTube advertisements for marketing while Gen X (aged 35-54) and Boomers (aged 55 and above) are
targeted through TV, search and retail.

16. Summary
• Internet was born in 1950s which was used by professors, defence and scientists.
• APRANET was invented in 1958 which paved way for the development of E-commerce, information search and
networking.
• Digital consumers own 3.64 devices per person. They use variety of technological devices such as Desktop,
Laptop, Tablets and Smartphones.
• 96.5% users access internet through their mobile phone.
• Customers use Internal sources for low involvement decisions (Memory, top of mind) and/or external sources for
high involvement decisions (Word of mouth, visiting stores etc) to gather information.
• Customers also use brand websites, search engines, social media platforms and reading reviews to get more
information on the product or service.
• Consumers buy variety of things online. In 2023, Fashion accounted to 28.7%, Electronics accounted to16.8%
followed by hobbies and leisure and online grocery to 15.9% and 12.3%, respectively.
• 91% of companies use videos for marketing for their products and service. 38% accounts to video testimonials.
• With rise in accessibility of internet and digital technology, consumers are empowered with information and
choices. The online shopping trend has raised during covid-19 and continues to grow steadily at 8% in 2024.
• Gen Z (aged 18-24) and Millennials (aged 25-35) are best targeted through social media platforms and YouTube
for marketing while Gen x (aged 35-54) and Boomers (aged 55 and above) are targeted through TV, search and
retail.

17. References
• https://www.istockphoto.com/photo/smart-city-concept-futuristic-city-controlled-from-phone-tech-science-background-gm1488104508-513374679
• https://greatpeopleinside.com/no/technology-hr-future/
• https://www.information-age.com/year-internet-critical-things-5161/
• https://www.scienceandmediamuseum.org.uk/objects-and-stories/short-history-internet published in 3/12/2020
• https://www.pexels.com/photo/semi-opened-laptop-computer-turned-on-on-table-2047905/
• https://www.esferize.com/en/how-has-internet-evolved/
• https://datareportal.com/global-digital-overview#:~:text=There%20are%205.35%20billion%20internet,higher%20in%20many%20developing%20economies.
• https://www.consumerpsychologist.com/cb_Decision_Making.html
• https://later.com/blog/instagram-shopping/
• https://www.semrush.com/blog/bing-vs-google/
• https://www.studysmarter.co.uk/explanations/business-studies/managerial-economics/consumer-search/
• https://www.livescience.com/20727-internet-history.html#section-2020-2022
• https://datareportal.com/reports/digital-2024-deep-dive-the-state-of-internet-adoption
• https://www.popularmechanics.com/technology/gear/g37070136/best-desktop-computers/ https://medium.com/@alexandriavwilson/netflix-dropped-you-qr-code-
in-its-4th-season-6dc6cb4a1a75
• https://www.imarcgroup.com/smart-phones-companies
• https://medium.com/@alexandriavwilson/netflix-dropped-you-qr-code-in-its-4th-season-6dc6cb4a1a75
• https://www.imarcgroup.com/smart-phones-companies

18. References
• https://ecommercedb.com/insights/most-popular-devices-for-online-shopping/2933
• https://www.uswitch.com/mobiles/studies/mobile-statistics/
• https://medium.com/@e.decrescenzo/how-consumers-use-digital-technology-and-its-impact-on-their-lives-with-data-up-to-2023
de9e038f7a47#:~:text=Concerning%20digital%20devices%20used%20by,desktops%20and%20laptops%20%5B3%5D.&text=Today%2C%2059%25%20of%2
0website%20traffic,growing%20from%20year%20to%20year
• https://qiigo.com/blog/google-announces-gmail-ads-will-be-integrated-into-discovery-campaigns/
• https://www.charlottetilbury.com/uk https://deltafulfilment.co.uk/ecommerce-statistics-uk-2023-navigating-the-digital-marketplace/
• https://blog.hubspot.com/marketing/how-video-consumption-is-changing
• https://d3ugvbs94d921r.cloudfront.net/6582ea2f3ba0f6de0257e083.png?t=e68f9bac72103b8
• https://www.wyzowl.com/video-marketing-statistics/
• https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-
changing
• https://www.trade.gov/impact-covid-pandemic-ecommerce
• https://blog.hubspot.com/marketing/how-each-generation-shops-differently
• https://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/many-connected-devices-use-today-
chartoftheday/
• https://www.ada-asia.com/insights/consumer-behaviour-in-digital-era

19. Thank you