Unit 1: Evolution of Digital Marketing Assignment 2, Task 1.

1. H O W C O N S U M E R S U S E
T E C H N O L O G Y A N D I T S I M P A C T
O N T H E I R L I V E S
The Impact of Digital Technologies

2. In the beginning, the Internet was mainly used by researchers, scientists, and government agencies to share data
and communicate with each other. The evolution of the internet to cell phones has transformed how people
access information, communicate, and interact with online services, making the internet an integral part of
everyday life for billions of users around the world.

3. Approximately 4.93 billion people have
access to and use the internet frequently.
That means that only approx 60% of the
world's population uses the internet.
The internet is used for endless reasons and
it provides so many different services such
as communication and research, education,
social connection, news and many others.
The internet has become so ingrained into
our daily lives that the UN (United Nations
= Intergovernmental Organization) recently
announced that access to it is a basic human
right.
ACCESS TO THE INTERNET
(Murphy, J, Roser, M & Ortiz-Ospina, E 2015)

4. R E A S O N S W H Y P E O P L E A C C E S S T H E
I N T E R N E T
(Kemp S, 2023)

5. D I G I T A L D E V I C E S U S E D B Y P E O P L E
Smartphones are used for different tasks,
including education, communication, and
entertainment. They can be used to access
many different apps and services that help
people learn, connect with others, and enjoy
different types of media.
Laptop or desktop computers
Desktop computers designed for everyday
use are intended for regular, day-to-day
tasks such as browsing the internet, editing
documents, managing email, and
consuming multimedia content.
A tablet is a portable electronic device that
usually has a touch-sensitive screen and can
be used for various tasks, such as browsing
the internet, watching videos, reading e-
books, playing games, and running
applications.
Smartphones Tablets

6. HOW CONSUMERS SEARCH FOR INFORMATION
Google is the top search engine, with an 85% market share.
It's also the preferred choice for mobile searches, with almost 95% of mobile traffic
(Iskiev M, 2023)

7. An illustrative graph about shopping and consumer trends
(Fokina, 2023)
WHAT CONSUMERS BUY ONLINE

8. O N L I N E V I D E O C O N S U M P T I O N S T A T I S T I C S
The amount of time people are spending watching online videos has been steadily increasing,
with the average viewer now spending a whopping 17 hours per week watching digital content as of 2023.

9. C O N S U M E R T R E N D S
Due to inflation and economic uncertainty,
consumers behave in different when doing shopping
online. E-commerce is the leader in usage as people
desire for efficiency, sustainability, and convenience.
Generational shopping behaviour
According to research, the trend of multitasking is likely to
lead to an increase in the consumption of media across
multiple screens in the coming years. People who spend 18
hours on a particular platform are also spending more time
on other apps. This poses a challenge for advertisers who
have limited time to reach their target audiences.
The rise of multi-screen behaviour
The amount of users at TikTok has increased a
lot since the pandemic. Users a not only
looking for entertainment, but it is becoming a
“search engine” where people find what they
want by a phrase or a keyword.
TikTok's ongoing influence
Here are some of the highlighted trends found by
the report from Measure Retro's technology
representing information from more than 5,000
individuals in the United States.

10. S U M M A R Y
Technology plays a vital role in our daily lives. We use the internet and digital
devices for a range of activities, from browsing the web to shopping and
watching videos. As technology continues to evolve, it's clear that it's an essential
tool for accessing information, connecting with others, and improving our daily
experiences. In the future, we can expect that technology will continue to be vital
for staying informed, connected, and making our lives better.

11. REFERENCE LIST
Fokina, M 2023, Online Shopping Statistics: Ecommerce Trends for 2022, Tidio.
LeNovo n.d., What are the main features of a tablet? Can I use a Lenovo for coding? | Lenovo US,
www.lenovo.com.
Martinka, KM 2022, THE DIGITAL ERA: DEVELOPING YOUR BUSINESS THROUGH
INNOVATION, www.linkedin.com.
Neto, P 2024, Revealing the latest trends in mobile device usage and consumer behaviour,
researchworld.com, viewed 8 April 2024, <https://researchworld.com/articles/revealing-the-latest-trends-in-
mobile-device-usage-and-consumer-behaviour>.
Oberlo n.d., Online Video Consumption Statistics [Updated Nov 2023], www.oberlo.com.
Use digital devices Free Stock Photos, Images, and Pictures of Use digital devices n.d., create.vista.com,
viewed 27 March 2024, <https://create.vista.com/photos/use-digital-devices/>.
Murphy, J, Roser, M & Ortiz-Ospina, E 2015, Internet, Our World in Data.
Kemp, S 2023, Digital 2023: Global Overview Report, DataReportal.
Iskiev, M 2023, The Way People Search the Web is Changing: 4 Stats Marketers & SEOs Should Know [HubSpot
Data], blog.hubspot.com, viewed 22 April 2024, <https://blog.hubspot.com/marketing/how-search-behaviors-are-
changing#:~:text=54%25%20of%20consumers%20primarily%20use%20phones%20to%20search.&text=Just%20ov
er%20half%20of%20consumers>.