Technology has profoundly impacted many aspects of modern life. People now rely on smartphones and apps to communicate, online shopping to purchase goods from home, and wearable devices to track health and fitness. Every aspect of life has been influenced by constant technological improvements. The internet is widely accessible and allows access to vast amounts of information. Younger people spend more time using TV-connected devices and digital platforms than watching traditional TV. Consumers conduct online searches and research using their smartphones and search engines before making purchases. Popular online purchases include fashion, travel, and entertainment. Video consumption has greatly increased on platforms like YouTube, with people spending more time watching online videos than Netflix or cable TV. Consumer trends are always changing as new technologies emerge and

1. The use of technology
- How it impact our lives.

2. Introduction
The world revolves around technology nowadays. If you need to talk to
a friend or a family member you use your smartphone or social
networking apps to do so. If you need to go shopping you no longer
need to go instore, amazon and other e-commerce sites allow you to
shop, buy and receive your purchase all in the comfort of your own
home. You would like to stay fit and healthy? Wearable gadgets now
allow you to track all your own health data, activities and diets.
Health care has even been changed by digital technology, by changing
how consumers choose service providers.
Every aspect of life has been shifted and impacted by the constant
improvements and new releases of technology. It is the undeniable
truth that not a single person in todays world can escape the use and
constant need of the new and convenient smart devices we have access
to. These and more are the ways technology impact out lives.

3. Access to the internet
• The Internet is not only extremely convenient but is also easily available. The
internet allows us to get connected to countless amounts of data and information.
(Ramamohanarao et al., 2019). Most importantly, the ease of access of resources
have made the Internet one of the most popular and widely used form of media to
date. The easy and hassle free access to the internet is changing and reshaping
society as well as impacting the structure of our brains in some circumstances.
(Naughton, 2010). Every year the amount of internet users grow rapidly and the
quicker the internet becomes to use and search which comes as no surprise why
accessing the internet becomes a more and more frequent part of all generations.

4. Digital devices used by audiences
• In 2016, according to a comparable metrics report taken by the ‘Nielsen’, revealed that although TV is the highest
consumes platform, digital devices are becoming more popular with those of a younger age. The report reveals
that young adults between the ages of 8-34 spend six hours and 40 minutes per week using TV-connected devices.
Adults between the ages of 35-49 were shown to spend the greatest time per week on smartphones, PCs and
tablets. ( Nielsen, 2016). It was then later revealed that by looking at the average days per week spent on digital
devices adults, 18 and older use TV-connected devices four days per week.
• Millward Brown, global leader in brand strategy consulting, advertising development and optimization, surveyed
more than 1,000 consumers in three generations (millennials, Generation X, and boomers) to see how different
age groups favoured different screens for various activities. ( Adweek, 2015). This study revealed that consumers
rely heavily on laptops/PCs for shopping. It was found that Millennials are the first generation to do mobile
shopping, but still tend to use their laptops when it comes to tasks needing a greater amount of time spent on and
the importance of the task.
• In a article written by Simon Kemp, titled ‘THE STATE OF DIGITAL IN APRIL 2019: ALL THE NUMBERS YOU NEED
TO KNOW’, showed that internet users grew by 8.6 per cent over the past twelve months, with 350 million new users contributing
to an overall total of 4.437 billion by the start of April 2019.(Kemp, 2019). Social media numbers have also increases by 200 million
since this time last year, according to Kemp. This article also revealed that more than 5.1 billion people around the world using a
mobile phone with smartphones accounting for more than two-thirds of all devices in use today.

8. How customers search for information
In January 2015, the Local Search Association (a not-for-profit trade association comprised of members that include
Google, Yelp, Yahoo and YP), asked more than 2,000 consumers …
Q. When you are searching for a local business, product or service, how likely would you be to consult the following
information sources?
Respondents answered on a scale of zero to five, with five meaning "extremely likely." The data above
shows people who responded with a five, meaning they would be extremely likely to use that
information source. (Burstein, 2015).

9. How customers search for
information
• In recent research conducted by ‘ClickZ’ revealed that 50% of
ecommerce journeys start with a retailer website and 50% start with
a search engine.
• It was then shown that when consumers don’t know what they are
looking for, 62% of ecommerce purchase journeys start with a search
engine and only 38% start with a retailer.
• 25% of consumers visited Amazon, Google, Walmart, Target, and
Best Buy for research, consideration, and purchase. ( Collins, 2018).
• The research also revealed that often, consumers move from site to
site and chart their own paths to purchase.

10. How customers search for information
• When a need, question or scenario of any kind arises people turn to their phones straightaway and
search. Phones are our most trusted recourse nowadays with a statistic done by author Lisa
Gevelber in 2016 showing that 96% of people are using a smartphone for all their research purposes.
(Gevelber, 2016)

11. What consumers buy online
• When it comes to what consumers are buying online, a 2018 consumer propensity report
conducted by SAP concluded that fashion, entertainment and travel top the online shopping list.
• In this survey it was revealed that 72% of online consumers were buying flights, hotels and tours,
69% was the amount buying from online fashion brands, there were 61% of consumers buying
entertainment based products and those buying electronics were at 56%.
• When it came to the products online consumers were not frequently purchasing, it was revealed
that financial products, groceries, insurance, and furniture were at the lowest percentages.
• Even though online grocery shopping was not a frequent purchase for online buyers it has been
revealed that when researching what Australian consumers will buy online without any
hesitation buying groceries was at the top of the list, along side entertainment and travel.
• In a report by author Athina Mallis, writing about what Australian consumers are buying online,
announced that 77% of respondents are purchasing groceries, consumer packaged goods and pet
supplies all online, 81 % of consumers are buying entertainment experiences such as concert
tickets electronically and 73% of online buyers are purchasing flight and hotels from the comfort of
their homes. Reference.
• This report by Mallis finally revealed that according to a NAB online retail sales index, in 2017
Australian online consumers spent a whopping $1.95 billion per month on online shopping.
( Mallis, 2018).

13. Online video consumption
• Over the past few years, video consumption has grown rapidly thanks to
platforms such as YouTube. These platforms have very quickly consumed the
lives of those around the world. Online video consumption rates have sky
rocketed and are only getting larger thanks to the ease, convenience and
entertainment online video platforms are giving consumers.
• In an online article written by Kit Smith in 2019, called ‘52 Fascinating and
Incredible YouTube Statistics’ has revealed just how significant online video
consumption has gotten. This article revealed that over 1.9 billion people log in
to the platform monthly, 400 hours of video are uploaded to YouTube every
minute, we watch over 1 billion hours of YouTube videos a day, more than Netflix
and Facebook video combined, 70% of YouTube views come from mobile devices,
The time people spend watching YouTube on their TV has more than doubled in
the last year.
• This article has also allowed us to gather insight on how many people are
turning from their TV to online video platforms with statistics such as, 6 out of
10 people prefer online video platforms to live TV, and By 2025, half of viewers
under 32 will not subscribe to a pay-tv service proving just how many people are
levitating towards online video platforms instead of TVs.
• It has also been highlighted that 18- 49 year old's are online video platforms
most frequent users in a month, that in 2015 they spent 4% less time watching
TV therefore time on YouTube went up 74% and lastly YouTube has reached this
age group more than any broadcast or CABLE TV network.
( Smith, 2019 )

14. According to a November 2013 survey conducted by YuMe and IPG Media Lab, Americans aged
18 to 34 are more likely to watch online video in all but one category. The only content category
for which millennials trail older users is online news. (Richter, 2013)

15. Consumer trends
• Consumer Trends can shift and change so frequently throughout society as new
trends appear and consumers’ minds change.
• A recent study conducted by global ethnographical market research firm Canvas8
shed light on the recent and upcoming consumer trends stating that 2019 will
reportedly see consumers trying to find balance and realness in a world consumers
often find fake or out of control. The editor of this report wrote that she believes
people will be seeking more personal and local brands. Allison suggested that 2018
saw consumer trends escaping reality and seeking out brands that offered online
buyers a break from their daily lives. Where as in 2019 Allison reveals that consumer
trends will be shifting from escaping reality to more real and genuine online
experiences, brands and purchases. (N Danziger, 2019)
• It would come as no surprise just how much technological improvements and
advancements have changed the way companies promote and sell products over the
last 3- 5 years as well as how much it has changed our day to day lives.
• If you were to rewind 5 years it would be revealed just how extreme the changes in
technology and consumer trends have been. 5 years ago social media was struggling to
work with businesses, Mobile phones were used purely for calls and apps were not
regularly used.

16. Summary
• In conclusion, each year the internet grows and becomes quicker, easier and
more convenient to use resulting in the internet becoming a more frequent
part of all generations. Digital devices are now becoming more popular with
those of a younger age and now most online users are using search engines
to begin their ecommerce journeys with fashion, entertainment and travel
toping the online shopping lists of these users. Video consumption has also
grown rapidly in the last few years thanks to platforms such as YouTube.
These platforms have very quickly consumed the lives of those around the
world. Compared to five years ago, technology and consumer trends have
had an extreme change. Social media did not work with businesses and
smartphones were only ever used for calls. These reasons all reveal the the
uses of technology and how it has impacted our lives.

17. Reference List
• Slide 3- Ramamohanarao, K., Kumar Gupta, K., Peng, T. and Leckie, C. (2019). The Curse of Ease of Access to the Internet. [online] Springer Link. Available at:
https://link.springer.com/chapter/10.1007/978-3-540-77086-2_18 [Accessed 1 Aug. 2019].
Naughton, J. (2010). The internet: is it changing the way we think?. [online] the guardian. Available at: http://www.theguardian.com/technology/2010/aug/15/internet-brain-neuroscience-debate
[Accessed 1 Aug. 2019].
• Slide 4- Nielsen. (2016). THE DIGITAL AGE: YOUNG ADULTS GRAVITATE TOWARD DIGITAL DEVICES. [online] Available at: http://www.nielsen.com [Accessed 5 Aug. 2019].
Adweek. (2015). Infographic: See Which Devices Your Target Audience Is Using. [online] Available at: https://www.adweek.com/digital/infographic-here-are-devices-your-target-audience-using-
164026/ [Accessed 5 Aug. 2019].
KEMP, S. (2019). THE STATE OF DIGITAL IN APRIL 2019: ALL THE NUMBERS YOU NEED TO KNOW. [online] wearesocial. Available at: https://wearesocial.com/blog/2019/04/the-state-of-
digital-in-april-2019-all-the-numbers-you-need-to-know [Accessed 5 Aug. 2019].
• Slide 5- Nilsen. (2016). Linear and digital platform usage differs by age. (image) Available at: : http://www.nielsen.com [Accessed 5 Aug. 2019].
• Slide 6- Hwong, C. (2017). Chart Of The Week: Which Devices Are Used Most Often?. [image] Available at: https://www.vertoanalytics.com/chart-of-the-week-which-devices-are-used-most-often/
[Accessed 14 Jun. 2019].
• Slide 7- FIOCCA, V. (2018). Online & Multi-screen UK: What digital devices the British use most?. [image] Available at: http://treffikseo.com/seo/online-multi-screen-uk-what-digital-devices-the-
british-use-most/ [Accessed 14 Jun. 2019].
• Slide 8- Burstein, D. (2015). Local Marketing Chart: How do customers search for products and services?. [online] marketingsherpa. Available at:
https://www.marketingsherpa.com/article/chart/how-customers-search [Accessed 5 Aug. 2019].
• Slide 9- Collins, K. (2018). Online customer behavior in 2018: Where consumers browse and purchase. [online] clickz. Available at: https://www.clickz.com/online-customer-behavior-2018/218754/
[Accessed 5 Aug. 2019].
• Slide10- Gevelber, L. (2016). Mobile has changed search intent and how people get things done: New consumer behaviour data. [online] thinkwithgoogle. Available at:
https://www.thinkwithgoogle.com/consumer-insights/mobile-search-consumer-behavior-data/ [Accessed 5 Aug. 2019].
• Slide11- Mallis, A. (2018). What Are Australian Consumers Buying Online?. [online] which-50. Available at: https://which-50.com/what-are-australian-consumers-buying-online/ [Accessed 6 Aug.
2019].
• Slide 12 - MAHAPATRA, L. (2013). CHART: What Consumers Will And Won't Buy Online.. [image] Available at: https://www.businessinsider.com.au/what-people-buy-online-2013-
1#1YUYvAiQ3XjvDQRe.99 [Accessed 6 Aug. 2019].
• Slide13- Smith, K. (2019). 52 Fascinating and Incredible YouTube Statistics. [online] Available at: .https://www.brandwatch.com/blog/youtube-stats/ [Accessed 6 Aug. 2019].
• Slide 14 - Richter, F. (2013). Age Matters in Online Video Consumption. [online] Available at: https://www.statista.com/chart/1715/online-video-consumption/ [Accessed 6 Aug. 2019].
• Slide 15 - N Danziger, P. (2019). 6 Global Consumer Trends For 2019, And The Brands That Are Out In Front Of Them.. [online] Available at:
https://www.forbes.com/sites/pamdanziger/2019/01/13/6-global-consumer-trends-and-brands-that-are-out-in-front-of-them-in-2019/#58904d854fe4. [Accessed 6 Aug. 2019].