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THE IMPACT OF TECHNOLOGY
and how consumers use it
Jordi Carbonell
76250075
INTRODUCTION
InternetWorldStats, 2019.
Internet was a government invention to
share information in 1960s. Since 1994
it has been expanded to serve millions
of users and a multitude of purposes in
all parts of the world.
In a matter of very few years, the
Internet consolidated itself as a very
powerful platform that has changed
forever the way we do business, and
the way we communicate.
Around 60% of the world population
has an internet connection today. In
1995, it was less than 1%.
Number of Internet users (1997-2019)
ACCESS TO THE INTERNET
Total population Internet users
7.676
BILLION
Urbanisation
56%
+1.1%
4.388
BILLION
Penetration
57%
+9.1%
Digital around the world 2019. We Are Social, 2019.
5.112
BILLION
Penetration
67%
+2%
Unique mobile users
3.484
BILLION
Penetration
45%
+9%
Active social media
users
3.256
BILLION
Penetration
45%
+10%
Mobile social media
users
DIGITAL DEVICES USED BY AUDIENCES
SMARTPHONE
52%
20%
TABLET
15% 9%
DESKTOP PC
LAPTOP
HOW CUSTOMERS SEARCH FOR INFORMATION
Which channels do consumers use when researching products before buying online?
SmartInsights, 2017.
“When researching products, millennials are more than three times as likely to turn to social
media and mobile apps (both 48%) than their Baby Boomer counterparts (both 14%).”
WHAT CONSUMERS BUY ONLINE
Travel
Music & books
IT & mobile
Event tickets
61%
Statista, 2019.
59%
49%
47%
45%
Preferred sources of inspiration for online shoppers
Marketingcharts, 2018.
Fashion
ONLINE VIDEO CONSUMPTION
Online video viewing to
reach
100 minutes
a day in 2021.
78%
of the world’s mobile data is video.
5 billion
videos are watched
on YouTube in a day.
Social video generates
1200%
more shares than text and images
combined.
92% of mobile video
consumers share videos with others.
Time spent with digital
video will grow
25%
by 2020.
Facebook reports that users
spend more than
3x more
time watching a live video vs.
static content.
93% of
businesses say
they have gotten a
new customer
thanks to a video
on social media.
Sources: SmartInsights; SocialMediaToday; BusinessInsider.
CONSUMER TRENDS
Number of digital buyers worldwide from 2014 to 2021 (in billions)
82%
Statista, 2017
*Forecast
Purchasing goods and services online has become a
common practice among many people around the
world. Some choose to make online purchases for
convenience, others because of the competitive
price offered by some e-commerce platforms.
SUMMARY
 Smartphones and laptops are the
most common devices to access the
Internet.
 Website, email, social media and
apps are the most common
channels when researching info.
 Fashion and travel are the top
categories purchased online.
 Video consumption is increasing
year by year, becoming a key
platform for digital marketing.
 The number of digital buyers is on
the rise.
 Desktop PC and tablet’s usage is
decreasing.
 Traditional channels like text, IM and
in-person are becoming less
important.
 Consumers prefer to buy in a physical
store when it comes to event tickets
and IT & mobile.
 Static content has less impact on
consumers than video.
 More online businesses are
emerging, creating a fierce and
competitive marketplace. This makes
it harder for online businesses to
stand out from competitors.
REFERENCE LIST
 WeAreSocial, (2019), DIGITAL 2019: GLOBAL INTERNET USE ACCELERATES. [online] Available at:
https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates [Accessed 9 November].
 Statista, (2019), Which is the most important device you use to connect to the internet, at home or elsewhere? [online].
Available at: https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/ [Accessed
17 November].
 Smartinsights, (2019), Which channels do consumers use when researching products before buying online? Available at:
https://www.smartinsights.com/online-brand-strategy/multichannel-strategies/channels-consumers-use-researching-
products-buying-online/ [Accessed 28 November].
 Marketingcharts, (2018), Top categories purchased online based on a May 2018 online survey. Available at:
https://www.marketingcharts.com/industries/retail-and-e-commerce-106597 [Accessed 2 December].
 Statista, (2019), Preferred sources of inspiration for online shoppers worldwide as of February 2019. Available at:
https://www.statista.com/statistics/1034149/online-shoppers-sources-of-inspiration/ [Accessed 5 December].
 BusinessInsider, (2018), Time spent with digital video will grow 25% by 2020. Available at:
https://www.businessinsider.com/zenith-report-online-video-consumption-2018-7?r=US&IR=T [Accessed 13 December].
 SocialMediaToday, (2019), Snapchat Publishes New Report on the Evolution of Video Consumption. Available at:
https://www.socialmediatoday.com/news/snapchat-publishes-new-report-on-the-evolution-of-video-consumption/552780/
[Accessed 18 December].
 SmartInsights, (2019), Video marketing statistics to know for 2019. Available at: https://www.smartinsights.com/digital-
marketing-platforms/video-marketing/video-marketing-statistics-to-know/ [Accessed 21 December].
 InternetWorldStats, (2019), Internet growth statistics. Available at: https://www.internetworldstats.com/emarketing.htm
[Accessed 27 December].
 Statista, (2017), Number of digital buyers worldwide from 2014 to 2021 (in billions). Available at:
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/ [Accessed: 29 December]

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The Impact Of Technology

  • 1. THE IMPACT OF TECHNOLOGY and how consumers use it Jordi Carbonell 76250075
  • 2. INTRODUCTION InternetWorldStats, 2019. Internet was a government invention to share information in 1960s. Since 1994 it has been expanded to serve millions of users and a multitude of purposes in all parts of the world. In a matter of very few years, the Internet consolidated itself as a very powerful platform that has changed forever the way we do business, and the way we communicate. Around 60% of the world population has an internet connection today. In 1995, it was less than 1%. Number of Internet users (1997-2019)
  • 3. ACCESS TO THE INTERNET Total population Internet users 7.676 BILLION Urbanisation 56% +1.1% 4.388 BILLION Penetration 57% +9.1% Digital around the world 2019. We Are Social, 2019. 5.112 BILLION Penetration 67% +2% Unique mobile users 3.484 BILLION Penetration 45% +9% Active social media users 3.256 BILLION Penetration 45% +10% Mobile social media users
  • 4. DIGITAL DEVICES USED BY AUDIENCES SMARTPHONE 52% 20% TABLET 15% 9% DESKTOP PC LAPTOP
  • 5. HOW CUSTOMERS SEARCH FOR INFORMATION Which channels do consumers use when researching products before buying online? SmartInsights, 2017. “When researching products, millennials are more than three times as likely to turn to social media and mobile apps (both 48%) than their Baby Boomer counterparts (both 14%).”
  • 6. WHAT CONSUMERS BUY ONLINE Travel Music & books IT & mobile Event tickets 61% Statista, 2019. 59% 49% 47% 45% Preferred sources of inspiration for online shoppers Marketingcharts, 2018. Fashion
  • 7. ONLINE VIDEO CONSUMPTION Online video viewing to reach 100 minutes a day in 2021. 78% of the world’s mobile data is video. 5 billion videos are watched on YouTube in a day. Social video generates 1200% more shares than text and images combined. 92% of mobile video consumers share videos with others. Time spent with digital video will grow 25% by 2020. Facebook reports that users spend more than 3x more time watching a live video vs. static content. 93% of businesses say they have gotten a new customer thanks to a video on social media. Sources: SmartInsights; SocialMediaToday; BusinessInsider.
  • 8. CONSUMER TRENDS Number of digital buyers worldwide from 2014 to 2021 (in billions) 82% Statista, 2017 *Forecast Purchasing goods and services online has become a common practice among many people around the world. Some choose to make online purchases for convenience, others because of the competitive price offered by some e-commerce platforms.
  • 9. SUMMARY  Smartphones and laptops are the most common devices to access the Internet.  Website, email, social media and apps are the most common channels when researching info.  Fashion and travel are the top categories purchased online.  Video consumption is increasing year by year, becoming a key platform for digital marketing.  The number of digital buyers is on the rise.  Desktop PC and tablet’s usage is decreasing.  Traditional channels like text, IM and in-person are becoming less important.  Consumers prefer to buy in a physical store when it comes to event tickets and IT & mobile.  Static content has less impact on consumers than video.  More online businesses are emerging, creating a fierce and competitive marketplace. This makes it harder for online businesses to stand out from competitors.
  • 10. REFERENCE LIST  WeAreSocial, (2019), DIGITAL 2019: GLOBAL INTERNET USE ACCELERATES. [online] Available at: https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates [Accessed 9 November].  Statista, (2019), Which is the most important device you use to connect to the internet, at home or elsewhere? [online]. Available at: https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/ [Accessed 17 November].  Smartinsights, (2019), Which channels do consumers use when researching products before buying online? Available at: https://www.smartinsights.com/online-brand-strategy/multichannel-strategies/channels-consumers-use-researching- products-buying-online/ [Accessed 28 November].  Marketingcharts, (2018), Top categories purchased online based on a May 2018 online survey. Available at: https://www.marketingcharts.com/industries/retail-and-e-commerce-106597 [Accessed 2 December].  Statista, (2019), Preferred sources of inspiration for online shoppers worldwide as of February 2019. Available at: https://www.statista.com/statistics/1034149/online-shoppers-sources-of-inspiration/ [Accessed 5 December].  BusinessInsider, (2018), Time spent with digital video will grow 25% by 2020. Available at: https://www.businessinsider.com/zenith-report-online-video-consumption-2018-7?r=US&IR=T [Accessed 13 December].  SocialMediaToday, (2019), Snapchat Publishes New Report on the Evolution of Video Consumption. Available at: https://www.socialmediatoday.com/news/snapchat-publishes-new-report-on-the-evolution-of-video-consumption/552780/ [Accessed 18 December].  SmartInsights, (2019), Video marketing statistics to know for 2019. Available at: https://www.smartinsights.com/digital- marketing-platforms/video-marketing/video-marketing-statistics-to-know/ [Accessed 21 December].  InternetWorldStats, (2019), Internet growth statistics. Available at: https://www.internetworldstats.com/emarketing.htm [Accessed 27 December].  Statista, (2017), Number of digital buyers worldwide from 2014 to 2021 (in billions). Available at: https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/ [Accessed: 29 December]