How consumers use technology and its impact on their lives.

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2.  Digital evaluation has helped to improve ROI with
the transition from advertising media to online
campaigns
 Social media platforms have evolved and allow for
immediate interaction with customers.
 The digital evolution has helped in putting the
needs of the customer first to encourage advocacy
for the business.

3.  Currently there are 4.9 billion users of the internet
all around the world and has a 4% rise in the
number of users in every year
(worldpopulationreview.com 2023)
 In 2003 there were only 608 million inter user
which is 9.7% of the current users which has given
rise to digital marketing (internetworldstats 2023)
 The maximum internet speed up to 1000 Mbps is
available in the market which has enhanced the
number of internet users over the years (5g.co.uk
2023).

4.  There are 6.92 billion smartphone users all around
the globe which is 86.11% of the world's
population (statista.com 2023)
 61.3% of the population all around the world
have utilized a laptop or a computer to access the
internet in 2021 (datareportal.com 2021)
 The shipments of smart watches has reached to
the value of 92.4 million in the recent years as it is
easy to use (statista.com 2023).

5.  Consumers are highly dependent on the utilization of various
search engines like Yahoo, Google and Bing for searching
information's (Ghahremani-Nahr and Nozari 2021)
 Platforms of social media like LinkedIn, Facebook and
Instagram can also help in seeking information's from the
online community and networking of friends
 Reviewing websites like Amazon and Yelp provide user
experiences of the product and brands which can help in
deriving recommendation and information's (Pandey et al.
2020)

6.  Before choosing products to buy, consumers put price and
quality first as their first preference based on which the
decision of purchasing is usually made on digital platforms
(Park 2019).
 Online platforms have made it simple to access many
different companies from the fashion, clothing, cosmetic
and grocery industry to reach to a wider audience
 The use of the internet has enabled small enterprises to
become globally competitive due to their ability to produce
products based on the preference of the consumer

7.  The shift in preferences of the audience towards
consuming video content has given rise to the OTT
platforms to a global scale.
 Due to the enhancement in the accessibility of
internet 60% of the mobile data have been consumed
globally which has enhanced the video content
consumption (statista.com 2023)
 The educational video content consumption has also
increased as the consumers tend to watch content that
is informative and enhances knowledge.

8.  The Internet penetration rate was 97.8% which means that approximately 66.11 million
people out of the total population in the UK used the Internet (Statista, 2023).
 Out of the total Internet users, almost 57.10 million people used social media which equates
to almost 84.4% of the aggregate population (Meltwater, 2023).
 There are almost 97.23 million people who use a cellular mobile connection with 85 million
active mobile phones in the UK (Mobile UK, 2023).
 Kepios's Analysis shows that the number of internet users in the UK improved by almost 224
thousand between the time of 2022 and 2023 which indicates a 0.3% increment (Kemp,
2023).

9.  The increase in number of users with an
active internet access has led to
enhancement in digital marketing
 The numbers of devices which provide
internet access have also increased.
 Enhancement in internet access have made
it easier for brands and companies to reach
out to a wider range of customers

10.  5g.co.uk (2023) How fast is 5G Available at: https://5g.co.uk/guides/how-fast-is-5g/ [Accessed on: 16th June 2023]
 Al-Azzam, A.F. and Al-Mizeed, K., (2021). The effect of digital marketing on purchasing decisions: A case study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5),
pp.455-463.
 Chen, Y.N.K., (2019). Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis. Telecommunications Policy, 43(9), p.101793.
 datareportal.com (2021) DIGITAL 2021: GLOBAL OVERVIEW REPORT Available at: https://datareportal.com/reports/digital-2021-global-overview-report [Accessed on: 16th June 2023]
 Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A.E., Handoko, A.L., Putra, R.S., Wijoyo, H., Ariyanto, A. and Jihadi, M., (2022). The effect of digital
marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, pp.37-44.
 Desai, V. and Vidyapeeth, B., (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200.
 Ghahremani-Nahr, J. and Nozari, H., (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1),
pp.1-6.
 internetworldstats.com (2023) INTERNET GROWTH STATISTICS Available at: https://www.internetworldstats.com/emarketing.htm [Accessed on: 16th June 2023]
 Olson, E.M., Olson, K.M., Czaplewski, A.J. and Key, T.M., (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), pp.285-293.
 Pandey, N., Nayal, P. and Rathore, A.S., (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial
Marketing.
 Park, E.A., (2019). Prevalence of business models in global OTT video services: A cluster analysis. International Journal on Media Management, 21(3-4), pp.177-192.
 Purwanti, Y., (2021). The influence of digital marketing & innovasion on the school performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7), pp.118-
127.
 statista.com (2023) Number of smartphone users worldwide from 2013 to 2028 Available at: https://www.statista.com/forecasts/1143723/smartphone-users-in-the-world [Accessed on: 16th
June 2023]
 statista.com (2023) Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2022 Available at: https://www.statista.com/statistics/277125/share-of-
website-traffic-coming-from-mobile-devices/ [Accessed on: 17th June 2023]
 statista.com (2023) Smartwatches - statistics & facts Available at: https://www.statista.com/topics/4762/smartwatches/ [Accessed on: 16th June 2023]
 worldpopulationreview.com (2023) Internet Users Available at: https://worldpopulationreview.com/country-rankings/internet-users-by-country [Accessed on: 16th June 2023]
 Kemp, S., (2023). DIGITAL 2023: THE UNITED KINGDOM. Available at: https://datareportal.com/reports/digital-2023-united-
kingdom#:~:text=Internet%20use%20in%20the%20United%20Kingdom%20in%202023&text=The%20United%20Kingdom's%20internet%20penetration,percent)%20between%202022%
20and%202023. [Accessed on 11 June 2023]
 Mobile UK (2023). Mobile Facts. Available at: https://www.mobileuk.org/mobile-
facts#:~:text=There%20are%2097.23%20million%20mobile,connections%20per%20head%20of%20population. [Accessed on 11 June 2023]
 Meltwater (2023). UK Social Media Statistics. Available at: https://www.meltwater.com/en/blog/uk-social-media-statistics [Accessed on 11 June 2023]
 Statista (2023). Internet penetration in the United Kingdom (UK) 2002-2023. Available at: https://www.statista.com/statistics/1124328/internet-penetration-uk/ [Accessed on 11 June 2023]
 Statista (2023). Leading social networks in the United Kingdom (UK) 2022, by reach. Available at: https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/
[Accessed on 11 June 2023]