2. The first recorded description of the social interaction that could be enabled through networking was a
series of memos written by J.C.R. Licklider in August 1962, discussing his “Galactic Network” concept.
He envisioned a globally interconnected set of computers through which everyone could quickly access
data and programs from any site. In spirit the concept was very much like the Internet we use today
(Internet Society, 1997).
Figure 1: Early sketch of Arpanet. We see 4 computer network nodes connected.
Alex Mckenzie (n.d.)
Introduction
3. In 2020, 96% of households in Great Britain had Internet access, up from 93% in 2019 and 57% in
2006 when comparable records began (Office for National Statistics, 2020).
Before the invention of the World Wide Web, accomplishing anything was a real chore. Information on
the Internet was difficult to search for, and almost impossibly dense. In 1993 the first web page was
created by Tim Berners-Lee from then on, the Internet was open to anyone.
Figure 2: In this image we can see the speed of the Internet overtime. From the speed of an
ant in 1994 to the speed of international space station in 2015.
Ncta (2016)
How has the
access to the
internet
changed
4. Most information is found on the Internet by utilizing search engines. A search engine is a web service
that uses web robots to query millions of pages on the Internet (Computer Hope, 2020).
The most used search engine globally is Google, with over 75% of the market share. YouTube and
Amazon follow in second and third place respectively (Dave Davies, 2018).
Figure 4: Top Google searches of 2020. We can see translate and social networks take the top
places.
Semrush (2020)
How do we
search for
information
5. In 2020, significantly more people identified smartphones as their most important device for accessing
the Internet, in the United Kingdom.
Laptops were second with 16% of people using them to access the Internet, followed by 12% of tablet
users (Statista, 2020).
Figure 3: Devices used to access the internet in the UK in 2020. S. O’Dea (2020)
Which digital
devices we use
6. The Internet has changed the way we shop. Even those of us who do not regularly buy online use
search online for prices, product specifications and availability before heading to the high street.
Retailers in the UK recognise that the internet is transforming the way that customers shop, re-shaping
the high street as a result. Many of us now shop from our homes and on the move unrestricted by store
opening times (Open Learn, 2019).
Figure 5: This chart shows that clothing was the most bought items online with 55% share,
followed by food deliveries 32%, and printed books/magazines 29%
Statista (2020)
What do we
buy online
7. Lockdown measures enforced due to the Covid-19 pandemic brought about a surge in TV watching and
online streaming, according to media watchdog Ofcom.
Its annual study into UK media habits suggested adults spent 40% of their waking hours in front of a
screen, on average.
Screen time overall was up almost a third (31%) on last year.
People watched streaming services, such as Netflix, Amazon Prime Video and Disney+, for one hour
11 minutes per day, and 12 million people joined a service they hadn't used previously. Three million of
these viewers had never subscribed to any service before (BBC, 2020).
Figure 6: This image shows how the viewing habits have changed due to the recent lockdown
rules in the UK.
Ofcom (2020)
Online video
consumption
8. Social Commerce - Offer shoppers an even more seamless way to shop online. Instead of clicking through to a third-party
website, users can make purchases right from the social media app or site.
Influencer marketing - In 2020, we’ve seen a major shift in the way brands and influencers work together. Influencer
content has slowly transitioned from selfies, carefully-constructed captions and heavily-edited product shots to a raw, real
aesthetic.
Ethical and Values-Based Brands – Shoppers are increasingly evaluating products and brands based on a company’s ethics
and values, with 41% of consumers actively seeking to buy from a company associated with social, environmental, and
political ideals (Tara Johnson, 2021).
Figure 7: This image shows the
changing phases of e-commerce.
Agile Infoways (2020)
Consumer
trends
Figure 8: This image shows the
benefit of Influencer marketing
Ksenia Tatarintzeva (n.d.)
Figure 9: This image shows
Divine chocolate ethical values.
Divinechocolate.com (n.d.)
9. The internet has allowed retailers to connect with potential customers and express their brand in
entirely new ways, and in order to survive the physical stores are becoming a part of the communication
and sales strategy instead of being the only or primary way to reach consumers.
As individuals, the internet enhances our lives every day allowing us to be connected to everyone
everywhere, but as with many technological breakthroughs, there are downsides, including malware, fake
news, and cyberbullying.
Some of the above can probably never be eliminated, but through education and experience we can
gradually start to learn how to recognise them and how to protect ourselves and others online.
Balance as with many other things in life is key, we need to learn to use the internet wisely to our
advantage and at the same time enjoy our life and what the world has to offer offline.
Figure 10: This image shows how easily consumers can access everything everywhere, and
have the world in their hands.
Techquark (n.d.)
Summary
10. Reference List
Images
Early sketch of Arpanet, Alex Mckenzie (n.d). Available at:
https://www.scientificamerican.com/gallery/early-sketch-of-arpanets-first-four-nodes/ [Accessed
24/02/2021]
Overview of the internet speed, Ncta (2016). Available at: https://www.ncta.com/whats-new/a-
history-of-speed-as-the-internet-turns-25 [Accessed 24/02/2021]
Devices used to access the internet in 2020, S O’dea (2020). Available at:
https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/
[Accessed 24/02/2021]
Top Google searches of 2020, Semrush (2020). Available at: https://www.semrush.com/blog/most-
searched-keywords-google/ [Accessed 25/02/2021]
Chart of products most bought online in the UK, Statista (2020). Available at:
https://www.statista.com/statistics/275973/types-of-goods-purchased-online-in-great-britain/
[Accessed 25/02/2021]
11. Simona Pisanu - 76569775 Unit 1: Evolution of Digital Marketing
The changing phases of e-commerce, Agile Infoways (2020). Available at:
https://www.agileinfoways.com/blog/the-changing-phase-of-e-commerce-m-commerce-social-
commerce/ [Accessed 25/02/2021]
Ksenia Tatarintzeva (n.d.), 5 Influencer marketing tips all brands should follow. Available at:
https://www.jivochat.com/blog/marketing/influencer-marketing-tips.html [Accessed 25/02/2021]
Divinechocolate.com (n.d.). Available at: https://www.thebrandingjournal.com/2018/02/ethical-
branding-guide/ [Accessed 25/02/2021]
Ofcom (2020), Changes in viewers habits during lockdown. Available at:
https://www.bbc.co.uk/news/entertainment-arts-53637305 [Accessed 25/02/2021]
Techquark (n.d.), 5 Ways the internet changed technology. Available at:
https://www.techquark.com/2015/07/five-ways-internet-changed-technology.html [Accessed
25/02/2021]
12. Reference List
Text
Internet Society (1997), Brief History of the Internet. Available at:
https://www.internetsociety.org/internet/history-internet/brief-history-
internet/?gclid=Cj0KCQiAj9iBBhCJARIsAE9qRtAElJQ6Ml0qTSVSyRiMuUqM4vt7C1fXWGNU
sy4nvfUIMuS_bVi7jGMaApHzEALw_wcB [Accessed 24/02/2021]
Cecil Prescott (2020), Internet Access – Households and Individuals, Great Britain: 2020. Available
at:
https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinterneta
ndsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/2020 [Accessed
24/02/2021]
Brian Patrick Eha (2013), An accelerated history of internet speed. Available at:
https://www.entrepreneur.com/article/228489 [Accessed 24/02/2021]
Mike Murphy (2019), From dial up to 5G: A complete guide to loggin on to the internet. Available
at: https://qz.com/1705375/a-complete-guide-to-the-evolution-of-the-internet/ [Accessed
24/02/2021]
Ncta (2016), A history of speed as the World Wide Web turns 25. Available at:
https://www.ncta.com/whats-new/a-history-of-speed-as-the-internet-turns-25 [Accessed
24/02/2021]
13. Michelle Evans (2020), 5 Stats you need to know about Digital Consumer in 2020. Available at:
https://www.forbes.com/sites/michelleevans1/2020/02/04/5-stats-you-need-to-know-about-digital-
consumers-in-2020/?sh=39ccb4725b0f [Accessed 24/02/2021]
Computer Hope (2020), How to find information on the Internet. Available at:
https://www.computerhope.com/issues/ch000082.htm#:~:text=Most%20information%20is%20found
%20on,find%20information%20on%20the%20Internet. [Accessed 25/02/2021]
Dave Davies (2018), Meet the 7 most popular search engines in the world. Available at:
https://www.searchenginejournal.com/seo-101/meet-search-engines/#close [accessed 25/02/2021]
Open Learn (2019), History of online retail. Available at: https://www.open.edu/openlearn/money-
management/management/business-studies/history-online-retail [accessed 25/02/2021]
Tara Johnson (2021), 12 Innovative retail trends to watch in 2021. Available at:
https://tinuiti.com/blog/ecommerce/retail-trends-emerging/ [Accessed 25/02/2021]
Amol Rajan (2020), TV watching, and online streaming surged during lockdown. Available at:
https://www.bbc.co.uk/news/entertainment-arts-53637305 [Accessed 25/02/2021]
