A Behavioural Study in Modern Consumerism

1. Technology & People
A Behavioural Study in Modern Consumerism
presented by Angus Wilson

2. Introduction
Information technology & accessibility has heavily impacted our lives
as consumers since the inception of the internet. Regardless of
whether you’re a diehard tech fanatic, always after the latest devices,
or a laid-back “average”user, you can’t help but look forward to the
tech developments and trends that lie ahead. After a year with
surprisingly high sales for smart speakers and virtual reality, as well as
the debut of several new phones and tablets, looking ahead, we are on
an amazingly fast forward trajectory into what is the ever evolving
“digital age”.

3. Access to the Internet
Over the last twenty years there has been a huge growth rate in the amount of people who access the
worldwide web. Statistics show that in 1995 less than 1 percent had an internet connection, wheras these days,
more than 40 percent of the world population has an internet connection.
Internet users are classified by, any individual who can access the internet at home, via any device type &
connection.
( the graph below represents the number of global internet users since 1993 )

5. There has been amazing advancements in internet speeds & bandwidth capabilities over the
past 30 years. Where we used to only be capable of accessing the internet at around 500 bits
per second, we can now gain access at around 500,000,000 bps.
This is a great acheivement & one that brings with it an amazing level of interaction & accessibility
to human beings.
The Information superhighway is bigger & better than ever & we are all driving it at an alarming
speed.
( below is a graph representing these advancements in internet speeds )

7. Digital devices used by audiences
There has been huge advancements in technology over the last 30 years—even the last three! Thanks to the rapid
development of better digital devices and platforms, the modern day consumer is more connected than ever. Content
like print and broadcast television, once only available through certain channels, today can be be accessed by
consumers via their numerous connected devices. These advancements are inspiring a media revolution and
rendering traditional media technologies defunct. In fact, on average the U.S. consumer now owns four digital devices
and spends 60 hours per week accessing content via these devices. Two-thirds of U.S. consumers now use
smartphones, granting them access to take media content wherever they desire. The bulk of U.S. households now
own High-Definition Televisions (HDTVs), Internet-connected computers and smartphones, offering people more
choices for how and when they decide to access content.

8. The swift adoption of smart phones and mobile devices has been entered the U.S. household aswell, where second-screen
enabling has transformed the entire experience of watching television. Eighty-four percent of smartphone and tablet owners
say they watch TV while using their smart devices at the same time as second-screens. Consumers use second screens to
connect at a deeper level, with what they’re viewing on TV. This may include pursuits like searching for information about the
actors, characters and plot lines, or studying and buying products and services advertised. A second-screen activity that has
become quite popular is using social TV: close to one million Americans access Twitter to discuss TV, on any given day.

11. How customers search for Information
In this day & age the way customers & consumers search for information is wide, varied & strategic. The internet has
opened up a huge hole to the way we purchase consumerables & we love the convenience & ease this provides in our
daily lives. Eighty-one percent of consumers conduct online research before they make a purchase. Sixty percent
begin by using a search engine to locate the products they desire and 61 percent will read product reviews before
deciding on a purchase.
A consumer will visit three stores on overage, before making a purchase. Search engines are used by 91% of online
adults to find information on the web & these users always or most of the time find the information they are looking for.
Googles daily queries list have mostly been seen before; only a small percentage (16%) hasn't. With this in mind, what
kind of information do people look for the most? Consumers accessing via smartphones for searches, mostly look for
news ( 57 percent ), restaurants ( 51 percent ) and navigational information, e.g. Google Maps ( 51 percent ). After
completing their searches, some 86 percent of consumers have aquired information on something new or important
that "helped them or increased their knowledge." Obscure data that surprised them was found by half these people.

14. What consumers buy online
E-commerce sales exceeded $2 trillion globally, in 2017 and are estimated to more than double by 2021. In light of this
though, average online conversion rates have remained obstinately low: Less than four percent of people accessing
stores from desktop browsers make a purchase and that number is lower still for tablet and smartphone users (3
percent and 1 percent, respectively). There is a big gap in these statistics from offline retail conversion rates, which are
estimated to be between 20–40 percent.
What’s the reason why so few online shoppers convert to purchasers?
Research into consumer behavior suggests that trust is imperative in creating an intention to purchase. Consumers are
much more likely to take risks and engage in trade, when trust is high. In traditional business environments, trust is
instilled and grows in a physical space, between two or more people interacting face to face. In the e-commerce
environment, a prospective customer must rely entirely on the digital experience as they usually have no contact
whatsoever with the store owner.

15. I have found that Americans are shopping both online and in store. Although it would seem, that what they buy at each type
of retailer varies and also overlaps. My study further proves that the modern consumer journey is multi-channel. Few
Americans have purchased goods through only one or even two channels. A variety of retailer types are generally used to
purchase items, their decision is based upon which is the most convenient or cost-effective at the time of purchase.
( See the infographic on the following page for a concise breakdown of which
items consumers are purchasing at which retailers ).
Below are a few takeaways:
-Clothing:, shoes and accessories: 44% of shoppers have purchased from
marketplaces (e.g. Amazon, eBay, Etsy), 47% from large retailers (e.g. Walmart,
CostCo), 27% from webstores (e.g. TJ Maxx) and 30% from category-specific
online stores (e.g. Apple, Timberland)
-Electronics: 34% of shoppers have purchased from marketplaces, 32% from
large retailers, 10% from webstores and 19% from category-specific online stores
Beauty and personal care items: 29% of shoppers have purchased from
marketplaces, 24% from large retailers, 18% from webstores and 17% from
category-specific online stores
Books, music and movies: 44% of shoppers bought from marketplaces, 28%
from large retailers, 15% from webstores and 21% from category-specific online
stores
Flowers and gifts: 14% of consumers bought on marketplaces, 14% from large
retailers, 15% from webstores and 19% from category-specific online stores

17. Online Video consumption
One of the most popular internet activities worldwide, is online video consumption. Recent industry data suggests that
online video penetration is close to universal, in quite afew of the more popular online markets. Online video usage in
Saudi Arabia reached 98 percent as of January 2017. Projections for 2020 suggest that the number of digital video
viewers in the U.S. will surpass 232 million. Videos uploaded by people or brands, were the most regularly watched
categories, amongst YouTube audiences in the U.S., in 2017.
Current market data suggests that 36 percent of U.S. internet users access online video everyday, as do a high number
of internet users worldwide. At the top of U.S. online video properties rankings are a number of Google websites,
including YouTube, currently bringing a healthy minimum of 188 million unique consumers per month. Yahoo! sites,
VEVO and NDN are other popular U.S. video sites, which stand out due to their user engagement or number of
streams they offer. With smartphone and tablets becoming more widely used, worldwide mobile video traffic is also
projected to amount to 4.4 million TB per month. The number of consumers accessing video via mobile phones in the
U.S., is projected to reach 179 million in 2020. Currently, the most time spent accessing smartphone video content is by
viewers aged 18 to 24 and results show it’s 85 minutes per week.
Another growing trend in the United States is digital video advertising whichis projected to reach 14.38 billion U.S.
dollars in revenue, in 2019. Two important factors in the the ever expanding market are viral video marketing, as well
as online video sharing. Brands have also begun to embracethe video medium, with the production of brand videos
and digital content. LEGO, Vat19 and Red Bull are among the most-followed brand channels on YouTube. In 2016, Red
Bull accumulated over 27 million social media content shares, making it the most social video brand of that year.

19. Consumer Trends
1. Smart devices offer consumers convenience and peace of mind
The stand out item at the 2017 Consumer Electronics Show (CES), were connected devices. Companies showed off
futuristic gadgets, from smart fridges to voice-activated trash cans, that promise to truly bring smart homes into the
next echelon of connected living spaces.
Scripps Networks Interactive provides some insights into what consumers may be searching for and who the early
adopters are, in a recent study. The research, which was conducted in the company’s insight community ( Scripps
Under One Roof ) found that safety and energy efficiency are two strong factors, motivating smart home device
purchases. For example, the reason given by 75 percent of consumers who bought a smart device was, to help keep
their family safe and comfortable. Compared to Gen Xers and Boomers, Millennials are more likely to adopt smart
home technology, according to the Scripps study.
When we talk about connected devices, thoughtful is the new smart. To be successful and launch winning products in
this growing market, companies should adopt consumer insight and adapt their product roadmaps according to
feedback from their customers.

21. Quotes for illustration purposes only
2. Wearables shape consumer lifestyle—and save businesses money
Consumers can track their own health data with most wearable gadgets, including activities and diet. Eating better,
reducing stress and adopting a healthier lifestyle are the first steps that consumers usually adopt with wearable tech.
The wearable marketplace is still expanding, despite a slow start. Analysts estimate this space will reach $25 billion by
2019, with 60 percent of the market value being swallowed by smartwatches like the Apple Watch.
Even those businesses outside of tech are impacted by the growth of the wearable market. For example, Reenita Das,
SVP of health care and life sciences at the research firm Frost & Sullivan, predicts that in order to reduce insurance
premiums more companies will begin providing wearables to their employees. Some companies currently utilise the data
provided by wearables to encourage employees and offer incentives for succeding in their health goals. Das explains,
“wellbeing programs will become a central, important business imperative, indispensable for optimizing not just the
productivity and performance of workers, but additionally for managing the bottom line.”

22. 3. Fulfillment solutions drive seamless customer experience
E-commerce and mobile shopping have been thrust into the mainstream, by the ever evolving digital world . Now that digital
shopping is widely accepted as normal, companies are being pushed to optimize the supply chain to create a flawless,
efficient consumer experience.
Buyer expectations for seamless shipping, delivery and returns have escalated in the past three years, according to the Future
of Retail 2016, PR firm Walker Sands’ annual study. Companies are now expected to offer free and one-day shopping, by an
ever growing population of online shoppers. The E-commerce industry is also significantly driven to deliver a seamless
experience, by shoppers who require easier online returns and exchanges.
Dave Parro, partner and vice president at Walker Sands, says “retailers must now improve the end-to-end customer
experience. The priority for retailers no longer lies in increasing the number of consumers who shop online, but rather
improving their experience—whether it be online, in store or across different product categories,” he said in a statement.
Many smart retailers are investing in supply-chain technologies, in order to gain an edge over their competitors. According to
Luxury Daily, 29 percent of retail businesses capital expenses are now allocated to fulfillment solutions, these include transp
ortation, logistics and order and returns management. Walker Sands’ study reminds retailers that the omnichannel retail
experience should be their main priority & focus point. These days companies need to realize that the entire buying journey,
including what happens after the purchase, is imperative to customer satisfaction & success.

23. 4. Ad blockers allow consumers to avoid unwanted ads
Ad blockers is software that lets tech-savvy people filter online and mobile ads. The media industry is heavily challenged by
ad blockers software. The Interactive Advertising Bureau discovered that ad blockers are currently run by 26 percent of
desktop users. Midia Research, from the media consulting firm, conducted another study where they found that 80 percent of
people who are aware ad blocking software exists, have downloaded and used it.
According to a study released in early 2017 the use of desktop ad blockers has subsided, which is great news for media
companies. While the worry over ad blockers has somewhat subsided, advertisers and publishers aren’t necessarily out of hot
water. Many consumers have voiced a pure need for ad blockers within mobile software and it would seem that the lucrative
Millennials are more likely to run ad blockers than any other generation.
People know what they want and will inevitably tune out of marketing messages one way or another, unless advertisments
become more interactive, engaging and intelligent than ever. In turn this will encourage companies to optimize their ad
content as well as the channels they use, to satisfy their target audiences needs.
Conclusion
Our study shows that technology is key in affecting and morphing consumer behavior. As new technologies are released to
evolve industries, businesses of all sizes can’t afford to not tune in & apply the latest solutions. The companies that place
consumers needs first are in a position to win, in this ever evolving, competitive digital age.

24. Summary
To conclude this report, it would seem, that over the last thirty years technology has collided with human beings at a
cataclysmic rate. We are hurtling into the digital future with our foot flat on the accelerator & don’t look like applying
the brakes any time soon.
Looking back at the topics i’ve covered in this report i’ve found that the digital world we co-exist in is wide, varied &
ever-changing. We (human beings) are like sponges, absorbing the latest tecnologies, then expelling them & striving
to find or create something faster & more efficient.
The key points that i’ve covered in this report are access to the internet, digital devices used by audiences, how
customers search for information, what customers buy online, online video consumption & consumer trends.
These key points have had a huge impact on consumers lives over the past few decades resulting in the current way
we absorb information & how our brains react to & act on said information provided, in 2018.
We can access the internet at amazing speeds, which allows our brains to process information faster. The
advancements in hardware & software within the devices available have allowed us to adopt new & varied skills
across a number of professional industries...e.g Film & TV, Architecture, Gaming…
Web browsing has advanced tremendously with some heavy competition between the top platforms. Products that
have been made available to consumers & the global e-commerce environment has grown exponentially.
(cont).

25. Online video consumption is one of the most popular internet activities worldwide in 2018 & consumer trends analysis
focus on smart devices, wearable devices, fulfillment solutions & Ad blockers.
It’s amazing to be alive & evolving through this digital age together, I can’t wait to see what we have in store for us!
I hope youv’e enjoyed my report, Technology & People.

26. Reference List
* Claveria K., 2017, 4 examples of how technology is changing consumer behavior, February 3rd, Available at :
https://www.visioncritical.com/4-examples-how-technology-changing-consumer-behavior-1/ [ Accessed 24 May
2018
* DeMers J., 2017, Technology Trends That Will Dominate 2018, December 30, Available at :
https://www.forbes.com/sites/jaysondemers/2017/12/30/7-technology-trends-that-will-dominate-2018/#4e4021c
057d7 [ Accessed 24 May 2018 ]
* Wallace T., 2018The Comprehensive Modern Consumer Shopping Habits Study, ( date : unknown ), Available at :
https://www.bigcommerce.com/blog/omni-channel-retail/ [ Accessed 24 May 2018 ]

27. IMAGES & GRAPHS: ( in order from top to bottom )
*(creator unknown ), 2017, .jpg ( graph ), ( city created unknown )
*Sharpened Productions, 2018, .jpg ( illustration ), ( city created unknown )
*nn Group, 2018, .png ( graph ), ( city created unknown )
*Wisegeek, ( yr created unknown ), .jpg ( photograph ), ( city created unknown )
*Smartphones2018.com, 2018, .jpg ( photograph ), ( city created unknown )
*Bi Intelligence, ( yr created unknown ),.png ( graph ), ( city created unknown )
*Bi Intelligence, 2018, ( graph ),.png ( city created unknown )
*Stat Counter GlobalStats, 2017,.png ( graph ) ( city created unknown )
*Statista, 2017, .jpg ( graph ), New York
*Big Commerce, 2017, .png ( table ), New York
*Statista, 2018, .png ( graph ), New York
*Scripps Networks Interactive, 2017, .jpg ( table ), Knoxville, Tennesee
*Apple Inc., 2017, .jpg, ( photograph ), ( city created unknown )

28. SCRIPT NOTES
Access to the Internet
Over the last twenty years there has been a huge growth rate in the amount of people who access the worldwide
web. Statistics show that in 1995 less than 1 percent of people had an internet connection, wheras these days, more
than 40 percent of the worlds population has an internet connection.
Internet users are classified as, any individual who can access the internet at home, via any device type & connection.
The Information superhighway is bigger & better than ever & we are all driving it at an alarming speed.
Digital devices used by audiences
Thanks to the rapid development of better digital devices and platforms, the modern day consumer is more
connected than ever. Content like print and broadcast television, once only available through certain channels, today
can be be accessed by consumers via their numerous connected devices. In fact, on average the U.S. consumer now
owns four digital devices and spends 60 hours per week accessing content via these devices.

29. How customers search for Information
In this day & age the way customers & consumers search for information is wide, varied & strategic. The internet has
opened up a huge hole to the way we purchase consumerables & we love the convenience & ease this provides in our
daily lives. Eighty-one percent of consumers conduct online research before they make a purchase. Sixty percent
begin by using a search engine to locate the products they desire and 61 percent will read product reviews before
deciding on a purchase.
What consumers buy online
I have found that the main items people purchase online can be broken down into five categories :
1)Clothing
2)Electronics
3)Beauty & personal care items
4)Books, movies & music
5)Flowers & gifts
E-commerce sales exceeded $2 trillion globally, in 2017 and are estimated to more than double by 2021. I have found
that Americans are shopping both online and in store. Although it would seem, that what they buy at each type of
retailer varies and also overlaps. My study further proves that the modern consumer journey is multi-channel. Few
Americans have purchased goods through only one or even two channels. A variety of retailer types are generally
used to purchase items, their decision is based upon which is the most convenient or cost-effective at the time of
purchase.

30. Online Video consumption
One of the most popular internet activities worldwide, is online video consumption. Recent industry data suggests that
online video penetrationis close to universal, in quite afew of the more popular online markets. Online video usage in
Saudi Arabia reached 98 percent as of January 2017. Projections for 2020 suggest that the number of digital video
viewers in the U.S. will surpass 232 million. Videos uploaded by people or brands, were the most regularly watched
categories, amongst YouTube audiences in the U.S., in 2017.
Consumer Trends
1. Smart devices offer consumers convenience and peace of mind
The stand out item at the 2017 Consumer Electronics Show (CES), were connected devices. Companies showed off
futuristic gadgets, from smart fridges to voice-activated trash cans, that promise to truly bring smart homes into the
next echelon of connected living spaces.
Compared to Gen Xers and Boomers, Millennials are more likely to adopt smart home technology, according to the
Scripps study, ( Scripps Under One Roof ).
When we talk about connected devices, thoughtful is the new smart. To be successful and launch winning products in
this growing market, companies should adopt consumer insight and adapt their product roadmaps according to
feedback from their customers.

31. 2. Wearables shape consumer lifestyle—and save businesses money
Consumers can track their own health data with most wearable gadgets, including activities and diet. Eating better,
reducing stressand adopting a healthier lifestyle are the first steps that consumers usually adopt with wearable tech.
The wearable marketplace is still expanding, despite a slow start. Analysts estimate this space will reach $25 billion by
2019, with 60 percent of the market value being swallowed by smartwatches like the Apple Watch.
3. Fulfillment solutions drive seamless customer experience
E-commerce and mobile shopping have been thrust into the mainstream, by the ever evolving digital world . Now that
digital shopping is widely accepted as normal, companies are being pushed to optimize the supply chain to create a
flawless, efficient consumer experience.
Buyer expectations for seamless shipping, delivery and returns have escalated in the past three years. Companies are
now expected to offer free and one-day shipping, by an ever growing population of online shoppers.

32. 4. Ad blockers allow consumers to avoid unwanted ads
Ad blockers is software that lets tech-savvy people filter online and mobile ads. The media industry is heavily
challenged by ad blockers software. The Interactive Advertising Bureau discovered that ad blockers are currently run
by 26 percent of desktop users. Media Research, from the Midia consulting firm, conducted another study where they
found that 80 percent of people who are aware ad blocking softwareexists, have downloaded and used it.
Many consumers have voiced a pure need for ad blockers within mobile software and it would seem that the lucrative
Millennials are more likely to run ad blockersthan any other generation.
People know what they want and will inevitably tune out of marketing messages one way or another, unless
advertisments become more interactive, engaging and intelligent than ever. In turn this will encourage companies to
optimize their ad content as well as the channels they use, to satisfy their target audiences needs.
Conclusion
My study shows that technology is key in affecting and morphing consumer behavior. As new technologies are
released to evolve industries, businesses of all sizes can’t afford to not tune in & apply the latest solutions. The
companies that place consumers needs first are in a position to win, in this ever evolving, competitive digital age.

33. LINK TO VIDEO PITCH (below) :
https://youtu.be/7n0h5SgE730
LINK TO BLOG POST (below) :
https://mytechnologypeople.blogspot.com/2018/05/assignment-2.html