HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVES Access to the internet Digital devices used by audiences? How consumers search for information? What consumers buy online? Online video consumption Consumer trends

1. HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVES
By Cerise Upham
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2. INTRODUCTION
• Aim of this presentation is to discuss how consumers are using digital technology and the
impact it has on their lives. Since the 1960s the concept of the internet was floating about
but it wasn’t until 1991 that it became public. Since then businesses and consumers have
entered another dimension in terms of shopping, research, learning, entertainment and
banking, the list goes on but it created a whole new consumer behaviour which in tern
impacted lives. I will be presenting my findings through the following headlines.
• Access to the internet
• Digital devices used by audiences?
• How consumers search for information?
• What consumers buy online?
• Online video consumption
• Consumer trends
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3. ACCESS TO THE INTERNET
• From April 2020 over 4.57 Billion people have access to the internet.
• The chart shows that the internet has a growing influence on individual consumers and therefore enables us to
be connected
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https://www.statista.com/statistics/617136/digital-population-worldwide/
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59% of the worlds
population are
connected
4.2 billion Active
mobile users
3.81billion social
media users

4. Digital connection additionally increases
access globally therefore influencing not
only individual consumers but economies
alike.
6 out of 10 across the world have internet
access
Highest internet usage is in Asia however
it’s Africa that has the fastest-growing
online population. 7 out of 10 of the
population based in Africa, with Western
Sahara leading the charge – as of January
2019, the number of internet users in the
region has grown 364 percent year-over-
year.
7/24/2020https://www.oberlo.com/blog/internet-statistics
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5. Speed
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Accessed 19.06.20 Speed Test Global interest https://worldpopulationreview.com/country-rankings/internet-speeds-by-
country
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According to Google, the average time it takes for
a page to load on mobile devices is 15 seconds
•Strong representation and fast average internet
and download speeds from Scandinavian countries
across both data sources. (Sweden, Denmark,
Norway all in top 5).
•Biggest year on year increases to average
download speeds in the new top 50, are mostly in
smaller countries .
•On average, internet users spend 6 hours and 30
minutes online each day (Bond Cap, 2019).

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Mobile media use varies through the day.
The desktop is still important for daytime at work audiences, but Tablet and smartphone dominate
in the early morning and evening.
Mobile phone users account for half the time people spend on the internet.
DigitalDevises used by Audiences
Digital Devises used by Audiences

7. 50.13% percent of the global
internet was accessed on
Mobiles closely followed by
Desktops
On Average consumers own
up to 3.2 digital devices
which connect up to the
internet
7/24/2020Stat counter Global statistics
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8. HOW CUSTOMERS SEARCH FOR INFORMATION
• According to wordstream ( www.wordstream.com) 3.5 billion Google searches are made every day
• 90% of searches made on desktops are done via Google
• There are three different types of search queries (www.wordstream.com/ Elisa Gabbert) :
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Navigational
search queries – To
find or as Google
classifies it as the ‘
Go Query’
Informational
search queries –
The know how
Transactional
search queries –
Intent to buy

9. WHAT CONSUMERS BUY ONLINE?
• over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion
global digital buyers in 2016. (www.statista.com)
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According to Statistas e-
commerce spend has grown
by 14 percent year-on year,
with the company estimating
that full-year 2018 spend on
consumer goods alone
topped £1.42 trillion.
£1.42
Trillion

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• At 17 percent, Fashion & Beauty
posted the strongest growth within
online sales over the past year, with
annual global spend in the category
now topping half a trillion US
dollars.
• However fashion was
overshadowed by online travel and
accommodation bookings
accounted for the largest share of
consumer e-commerce spending in
2018, with users around the world
spending a combined £596 billion
on online travel over the course of
the full year. (www.dareportal.com)
• In 2019, Statista estimated that by the end of 2021, 73% of ecommerce sales
will take place on a mobile device. (www.bigcommerce.com)
• e-Commerce retail sales make up 8.7% of the total sales in the global retail
industry. It is expected to increase to 14.6% by 2020. (www.clearhaus.com)

11. ONLINE VIDEO CONSUMPTION
82% of Twitter
users watch video
content on Twitter
YouTube has over a
billion users, almost
one-third of total
internet users.
45% of people watch
more than an hour
Facebook or
YouTube videos a
week.More than 500 million
hours of videos are
watched on YouTube
each day.
More video content is
uploaded in 30 days than the
major U.S. television networks
have created in 30 years.
(www.wordstreem.com)
87% of online
marketers use video
content.
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• By 2021, video will represent 80% of all internet traffic. (Cisco, 2020)
• People watch on average of 16 hours of online video per week — a 52% increase in the last two years.
(Wyzowl, 2019)
• 57.5%% of respondents said that they watch online video on a mobile device
• 70.5% of videos watched are on Youtube followed by facebook at 50.7%. 65% of people use YouTube to
help them solve a problem. (Google, 2018).
• 57.5% watched on a smartphone followed by 48.5% on a laptop or desktop computer followed by a tablet
at 29.7%

13. CONSUMER TRENDS
Digitally
Driven
Segment
Calculated
Shoppers
Basic Digital
Consumers
Retail Scouts
Brand Scouts
Eternal
Shoppers
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•Basic Digital Consumers: These are not highly digital users. They are comfortable with Internet shopping
and research, but they are not mobile or social and have the second-highest likelihood of buying offline.
•“Retail Scouts: These consumers have short journeys and prefer retail sites to brand sites. They use
mobile, but are twice as likely to use it in the home as out. They are comfortable buying online but did not
express a preference between online and offline.
•“Brand Scouts: Brand Scouts are the spiritual partner to the Retail Scouts except instead of having a
favorite retailer, they have a favorite brand. When asked, 72% said they start their journey with a brand in mind.
•“Digitally Driven Segment: They use every digital tool at their disposal. They use social and mobile more
than any other segment in the study, value convenience above all else and they do everything in their power to
avoid physically going to a store.
•“Calculated Shoppers: These shoppers seem to know they are going to make a purchase, but they are
deciding which brand to choose. They are similar to the Digitally Driven Segment, but have no urgency to their
purchase and they’re willing to take the time to get the best deal.
•“External Shoppers: These are non-mobile shoppers. They want the answers to, ‘Should I buy?’, ‘What do
I buy?’ and ‘What brand do I buy?’ – all at the same time. These shoppers have no urgency to make a
purchase and they do their research on desktop and laptop computers.” (www.enterrasolutions.com)

15. 15
Artificial Intelligence
AI will soon be the driving force behind many services and,
currently, we already see it implemented in such areas as:
•Basic communication
•Product recommendations
•Content creation
•Email personalization
•E-commerce transactions
Voice Search & Smart Speakers
•50% of all searches will be via voice by 2020
•72% of people who own voice-activated speakers say that their devices are used
as part of their daily routines
•Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today
•Global smart speaker shipments have almost trebled between Q1 2018
and Q2 2019, growing from 9.36 million units to 26.1 million units
Overall, people expect to be using voice search far more in the future
Rising trends

16. 16Social Commerce & Shoppable Posts
• Facebook PayVirtual reality Social media is integral to digital marketing, and visual platforms like Instagram are
gold for marketers. Better yet, visual commerce is taking off as more consumers are
willing to buy products through ads they see in their feeds.
Instagram reports that the platform has 1 billion users, and 90% of them already follow
active shopping brands, with many visiting these profiles on a daily basis.
(www.singlegrain.com)
• Social media has come a long way since the development of Facebook and it is
predicted to be everywhere in the forthcoming future.
Payments
Apple Pay
PayPal
Google Wallet
Mastercard
Virtual Reality
Google expiditions
Google Earth
Roomy
VR in hospitals

17. SUMMARY 17
Summing up the impact of technology on our everyday lives, everyday technology has been changing for us
throughout history. However digital technology is what has gripped the world and probably moved the fastest.
The internet is vastly available with easier access and faster speeds which has opened the doors for better
Communication, Education, Entertainment, Shopping and Banking as well as Healthcare, world wide this is no longer a
first world privilege.
Digital devises are more affordable now and accessible and being designed to fit different consumers needs which in
turn allows people to be more flexible have better connections within businesses and friends and family and any
information at our fingertips within seconds.
Businesses are able to afford to reach consumers more cheaply via social media such as Instagram and consumers are
able to access a larger variety of goods and instantly paying for those good without the use of cash. We can access
from out tablets and mobiles food, technology, medicine and even houses. Convenience has never been easier.
One obvious impact digital technology can be seen today with a world wide lockdown, people were still able to see
family, some people could continue to work, parents could use online teaching to home school and people were still
able to access shops and news to keep up to date. Technology is what contributed to uniting us all and all of which
could be accessed of mobiles, tablets, desktops and fire sticks.
Social media plays a huge part of internet usage as well as video consumption with the likes of you tube. These can be
a positive and a negative to consumers lives. The likes of you tube are a good tool to help learn how to use things or
listen to certain information and entertainment however as lovely as it is to keep in touch with old friends via social
media it has also released a new issue of mental health, online bullies such as trolling and digital crime and privacy.
Trends are constantly changing and keeping up with consumers as well as consumers keeping up with technology.
Already we are expecting great things from the use of AI and Virtual Reality which can be used within defence,
healthcare and in our homes.
It can almost blow your mind to imagine where we will be in 50 years from now or even 100 however I do hope
mankind can still see past technology and remember to experience some of the world and life without depending on it
too much.

18. REFERENCES
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technology/?slreturn=20200526104151
Image 2 (Accessed 26.06.20) https://www.statista.com/statistics/617136/digital-population-worldwide/
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Image 5 (Accessed 19.07.20) https://datareportal.com/reports/digital-2019-global-digital-overview
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statistics/
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Image 8 (Accessed 19.07.20) https://blog.globalwebindex.com/chart-of-the-day/digital-consumers-own-3-point-2-connected-
devices/
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Image 11 (Accessed 24.07.20) https://biteable.com/blog/video-marketing-statistics/
Image 12 (Accessed 24.07.20) https://biteable.com/blog/video-marketing-statistics/
Image 13 ( Accessed 24.07.20) https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/