1.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Evolution of Digital Marketing
Unit 1 Assignment 2
Written by
Ashyra Louisamay Bristol

2.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
INTRODUCTION
This presentation will do a deep dive into how consumers use technology and it’s
impact on their daily lives. For example every day technology includes the use of
mobile phones, computers, washing machines, cars & motor bikes, electric tooth
brushes, hairdryers and hair straighteners as well as coffee makers and smart
alarms.
All of the above are used to advance and enrich our lives because technology
and the internet has revolutionised almost everything. It has taken over our lives
and allowed for more flexibility.
Meaning technology and the internet has changed how audiences communicate
with organisations, communicate with each other and buy products or services.
Consumers communicate using SMS(texting), video calling and emails across
various apps and can reach others across the globe within minutes. Many apps
are introducing new features such as voice messaging, emojis, gifs and more.
This has created so many opportunities; for example grandparents can connect
with their grandkids from anywhere in the world. Technology and the internet has
become so user friendly; Grandparents can read & comment on social media
posts which enables them the ability to be involved in the daily lives of their
grandchildren.

3.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Taking a look at the opportunities technology brings to businesses in the office
environment; using computer software technology will increase the productivity of
the staff and there daily work loads, enabling companies to communicate with
their stakeholders across the globe and with their colleagues. It’s also aloud
remote working, which is in favour of employees wallowing more flexibility.
Technology has been used in schools, and children have access to online learning
with apps, webinars and videos. Children can easily communicate with their
teachers and with each other.
Looking at Health, Fitness and Wellness; the internet and technology have many
apps and access to information to track progress, and record daily diaries.
Consumers can share this information with their doctors or fitness coaches and
professionals. Consumers are also encouraged to share their challenges and
tough experiences of facing disease, pain and loss. Social media has allowed us
to create awareness on mental health struggles, rare health conditions and
medical related crowdfunding campaigns.
E-commerce is seeing huge growth for brands of all sizes all over the world. All
major brands have a transactional website. Consumers can compare the market
and chat directly with brands online.

4.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
This presentation will briefly summarise how the marketing mix has been
impacted or changed by advances in technology as follows:
PROCESS:
• Customers want a ‘User Experience’ when shopping online. It’s a highly competitive
environment for businesses who have very few minutes to convert consumers into
purchasing customers. Therefore brands should invest in building an attractive website
that runs smoothly, has a fast website speed and has an eye catching design and
layout.
• It’s essential to have a robust strategy in place for a brands customer buying journey
which includes entering the website, buying a product and receiving regular updates on
the delivery progress of the product brought.
PROMOTION
• Social Media and Influencers are used to promote products and services.
• Brands and Marketers can interact with their customers directly across the globe.
PRICE
• supermarket price matching
• Price comparison searches
• Easy access to competitor information
• Businesses must create a robust pricing strategy to survive
• Business must understand their online consumer expectations
• Know what value the customer will see in their product/service online

5.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
PRODUCT
• modified for the use of technology: electronic books, e-books, e-tickets, digital
photographs, online bill paying
• Companies mass customise a wide range of products. Or Nike @ vans can customise
their shoes, design and colour. Other brands include eyewear, clothing, golf clubs and
bicycles.
PHYSICAL EVIDENCE
• a websites design - layout, navigation. It impacts the service experiences
• Customer reviews - reputation building in trust pilot
• Social influencers promote & review products
PLACE
• e-commerce has created a much wider geographical reach
• Lower transportation costs,
• Easier for people and stock to travel internationally
• This creates new marketing and business opportunities
• Customers want next day delivery
• Convenience
• User friendly payment systems and secure websites/apps
PEOPLE
• Organisations have to plan their responses and strategy
• Chatbots, online customer service
• Social media

6.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Access to the Internet (e.g. changes in the number of people accessing
the internet, internet speeds, etc)
Technology has taken over our daily lives; there are nearly 5 billion active internet users across the
globe out of a total world population of 7 billion. Since the internet was made available to the
public 30th are ago, it has created an entirely new world.
Asia has the largest amount of active internet users with 25% coming from this region. Africa has
the fastest growing number of active internet users.
What about consumer demands for having a multitude of digital devices? In fact 50% of overall
internet traffic comes from people accessing the internet using their mobile phones. Followed by
47% using laptops and computers to access online and just 3% of users accessing the internet on
their tablet devices.
Social Media has become the centre of freedom of speech. The world has become more fluid and
current affairs go viral within a very short space of time. This has a major influence on our social
status meaning how many followers we have, how many likes we have and engagement online, also
our cultural values from motivational and educational posts, for example veganism and black lives
matter, and using our voice to spread awareness of our own opinion on any and all news.

7.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
1
There are currently 4.95 billion active internet users worldwide
2
65.6 percent of the entire world’s population has internet access
3
There are 4.28 billion unique mobile internet users worldwide, which makes up 54.6 percent
of the global population
4
Internet users spend an average of 6 hours and 56 minutes online every day
5
Home to 1.01 billion netizens, China is the country with the highest number of internet users
6
Eight out of every ten US adults go online daily
7
With a 62.63 percent market share, Google Chrome is the leading mobile internet browser
8
Today, there are over 1.8 billion websites on the world wide web
9
The second quarter of 2019 saw 354.7 million domain names registered
10
Revenues from e-commerce retail are projected to hit $8.1 trillion in 2026
Figure 1. YIN L, 2022, 10 Internet Statistics Every Marketer Should Know in 2023, Oberlo Blog [online], Available at:
10 Internet Statistics Every Marketer Should Know in 2023 [Infographic] (accessed 20 January 2023)

8.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Share of Global Online Population who say they
are comfortable doing select activities online as
of February 2020
Share of
Respond
ants
Searching/Using Google 75%
Accessing Email 73%
Shopping Online 68%
Watching Videos/Movies 67%
Using Social Media 64%
Using Instant Messaging 64%
Banking/Making Payments 63%
Making Calls 54%
Searching/Applying for Jobs 54%
Learning/Training 54%
Figure 2. Statista Research Department, 2022, Global Online Population Internet Activity
Confidence 2020, Statista Publication [online] Available at: Global online population
internet usage confidence 2020 | Statista (accessed 20th January 2023)
Countries with the fastest average
fixed broadband internet speeds
as of July 2022
Chile
Singapore 211.36
Thailand 189.14
China 176.93
Hong Kong (SAR) 176.59
Macau (SAR) 160.32
United States 159.31
Denmark 150.52
Japan 131.49
New Zeland 127.88
Figure 3. Taylor P, 2022, Countries with the fastest average fixed broadband internet speed,
Statista Publication [online] Available at: Fastest fixed broadband internet speed by country 2022
| Statista (accessed 20th January 2023)
Characteristics E-mails sent and received in billions
2025* 376.4
2024* 361.6
2023* 347.3
2022* 333.2
2021 319.6
2020 306.4
2019 293.6
2018 281.1
2017 269
EMAIL STATISTICS
Number of sent and received e-mails per day worldwide from 2017 to 2025
Figure 8, Ceci L, 2022, Number of emails per day world wide Infographic [online] Available at: Emails sent per day 2025 | Statista (accessed 23rd January 2023)

9.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Digital devices used by audiences (e.g. people can access the internet
via different devices)
Many consumers and households are multi-platform, meaning they have a selection
of smart phones, laptops, tablet devices, tv’s, game consoles and smart speakers. In
fact, “80% of the worlds population use mobile phones; 97% of millennials use a
mobile phone and always have it within reach”.
Smart Home devices and trends have taken the market by storm. It’s estimated that
1 in 4 adults uses a Smart Speaker such as Amazons Alexa or Google. Home Safety
and Security Devices have become increasingly recommended for added protection
such as security cameras, alarms & video doorbells.
Video Conferencing is growing rapidly and has enabled many staff to work remotely.
Most consumers benefit from the convenience of contactless bank cards. Augmented
Reality and Virtual Reality will continue to advance such as the metaverse where we
will soon be able to work, play games and socialise. Also looking at Green
Technology; we want to eliminate our carbon footprint and find better solutions to the
current climate crisis. Robots will become more human and take over job roles such
as bar tenders and warehouse and factory operatives.

10.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Convenience is the most significant factor in smart home device usage across all demographics (46%).
Fire/theft alarm systems rank as the top protective devices by 37% of consumers.
Men are more likely than women to use smart home devices to lower utility bills (17% vs. 13%).
Women are more likely than men to use smart home devices for added security (19% vs. 13%).
36% of men and women ages 35–54 think that cameras provide the most protection for their homes.
14% of women ages 25–34 ranked automatic locks as the most protective smart home device.
Video entertainment devices (like smart TVs) are the most popular, followed by smart speakers and home
monitoring products (Digital Media Solutions).
By 2025, there are estimated to be 481.9 million smart homes across the world (Statista).
The smart thermostat market has grown 30% each year since 2018 (T4).
Some of the industry’s biggest companies are Samsung, Ericsson, General Electric, Schneider Electric SE and
Honeywell International (Fortune Business Insights).
46% of homeowners want their current or future homes to have smart devices installed (Realtor Magazine).
11% of consumers have at least three or more home control devices(Deloitte).
17% of consumers said that the main reason they use smart devices is to monitor their homes while they’re
away.
16% said they mainly use smart home tech for added protection and security.
Lowering utility bills is another main draw of this tech, with 15% of consumers noting this was their main
reason for purchasing.
Fire and theft alarm systems came out on top for the most protective device at 34%.
This was closely followed by cameras (31%), video doorbells (16%), water shut off valves (8%), automatic locks
(7%) and water sensors (4%).
TECHNOLOGY IN THE HOME
Figure 6. Smith P, 2022, 16+ Smart Home Statistics on Ultimate Home Protection Blog [online] Available
at: https://www.hippo.com/blog/smart-home-statistics/// (accessed 23rd January 2023)

11.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
1 The number of annual Zoom meeting minutes is over 3.3T
2 49% of US employees are experiencing virtual meeting fatigue.
3 The best way to get most workers (64%) excited about a meeting is to plan it well.
4 Over half of staffers (51%) get invitations to meetings irrelevant to them
5 47% of companies cut down on business travel thanks to video conferencing
6 58% of employees say technical issues are among the key challenges of online meetings.
7 Eight in 10 Americans agree/strongly agree there should be one day a week with no meetings.
8 Nearly 79% of working professionals believe virtual meetings are equally or even more productive than in-person ones.
9 Four in five home workers now attend more meetings than they did in the office
10 While the combined salaries of attendees make meetings costly, 57% usually multitask, 48% daydream, and 49% lose track of what’s being said.
11 54% of employees think their boss needs to get better at facilitating discussions in meetings.
12 Seven in 10 workers believe virtual meetings are less stressful than regular ones
13 85% of Americans believe they could do their job just as well with fewer meetings.
14 32% of employees are more likely to multitask when the video and mic are off.
15
69% of introverts and 40% of extroverts experience on-camera exhaustion.
VIRTUAL MEETINGS
Figure 7. Wolfe M, 2022, 75+ Mind-Boggling Virtual Meeting Statistics and Facts Blog [online] Available at:
75+ Mind-Boggling Virtual Meeting Statistics and Facts [2023] (accessed 23rd January 2023)

12.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
1. AI Everywhere
Contactless, autonomous shopping and delivery will also be a huge trend for 2023. AI will make it easier for
consumers to pay for and receive goods and services.
2. Parts of the Metaverse Will Become Real
Experts predict that the metaverse will add $5 trillion to the global economy by 2030, and 2023 will be the
year that defines the direction of the metaverse for the next decade.
3. Progress in Web3
we’re storing everything in the cloud — but if we decentralize data storage and encrypt that data using
blockchain, our information will not only be safer, but we’ll have innovative ways to access and analyze it.
4. Bridging the Digital and Physical World
There are two components of this merger: digital twin technology and 3D printing.
5. Increasingly Editable Nature
Nanotechnology will enable us to create materials with completely new features, such as water resistance
and self-healing capabilities.
6. Quantum Progress Quantum computing, which uses subatomic particles to create new ways of processing and storing
information, is a technological leap that’s expected to bring us computers capable of operating a trillion
times more quickly than the fastest traditional processors available today.
7. Progress in Green Technology
In 2023, look for continued progress around green hydrogen, a new clean-burning source of energy that
produces close to zero greenhouse gas emissions.
8. Robots Will Become More Human In 2023, robots will become even more like humans — in appearance and capability. These types of robots
will be used in the real world as event greeters, bartenders, concierges, and companions for older adults.
They’ll also perform complex tasks in warehouses and factories as they work alongside humans in
manufacturing and logistics.
9. Progress in Autonomous System
Business leaders will continue making progress in creating autonomous systems, particularly around delivery
and logistics. Many factories and warehouses have already become partially or fully autonomous.
10. More Sustainable Technology
In 2023, we’ll see a continued push toward making supply chains more transparent, as consumers demand
that the products and services they invest in are energy efficient and backed by more sustainable technology.
Figure 13, Marr B, 2022, The Top 10 Tech Trends in 2023 Everyone must be ready for Blog [online] Available at:
https://www.forbes.com/sites/bernardmarr/2022/11/21/the-top-10-tech-trends-in-2023-everyone-must-be-ready-for/ (accessed
23rd January 2023)

13.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Figure 29, Caffey D, 2017, Hie Mandy connected devices do
consumers use today? Smart Insights Blog [online] Available at:
https://www.smartinsights.com/traffic-building-
strategy/integrated-marketing-communications/many-connected-
devices-use-today-chartoftheday/ (accessed 26th January 2023)
1
.
How Many People
Own Smartphones?
There are 6.8 billion smartphone users worldwide
in 2023
2
.
Time Spent on Mobile
Devices
US adults spend an average of 02:55 hours minutes
on their smartphones everyday
3
.
People Using Phones
for Product Research
69% of product users prefer to look for reviews on
their phones than approach an in-store employee
4
.
Mobile Shopping
50.9% of digital buyers shop on their mobile phones
at least once a week.
5
.
The Option of Mobile
Shopping
6 out of 10 shoppers say the possibility to shop via
mobile is an important factor in brand selection.
6
.
Mobile Device
Statistics: traffic
Mobile web traffic accounts for 54.8% of global web
traffic
7
.
Mobile Time Spent
with Digital Media
70% of the total digital media time in the US is spent
on smartphones
8
.
Digital Ad Spend on
Mobile
More than two-thirds of the total digital ad spend in
the US in 2021 was on mobile ads
9
.
Mobile Retail
Conversion Rate
The global retail conversion rate on mobile phones
is 1.82% compared to 3.9% for desktops
1
0
.
Voice Search on
Mobile
6 out of every 10 smartphone users have tried voice
search at least once in the past year.
Figure 30, Lin Y, 2023, 10 Mobile Usage Statistics Every
Marketer Should know in 2023, Oberlo Article [online] Available
at: 10 Mobile Usage Statistics You Should Know in 2023
[Infographic] (accessed 28th January 2023)

14.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
How customers search for information (e.g. people use various online channels to
search for information and recommendations)
Social Media has created an entirely different environment for marketing, and
the advertising capabilities are still growing. Globally “59% of the world’s
population uses Social Media. The average daily usage is 2 hours and 29
minutes”
Brands marketing on social media need a consistent strategy, and creative
visuals and posts to get engagement from consumers. The top 4 social media
platforms where consumers are most likely to see ads, information &
Recommendations from their desired brands and posts are Facebook,
YouTube, WhatsApp and Instagram.
Looking at the latest job searching / hiring processes which are generally
carried out online and in line with recruitment trends globally. Every company
needs the best team of talent. However unemployment statistics are rising
across the globe and there is a shortage of talent; most employers struggle to
fill their job roles.

15.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Figure 10, Chaffey D, 2022, Global Social Media Statistics
Research Summary Infographic [online] Available at: Global social
media statistics research summary 2022 [June 2022] (accessed
23rd January 2023)
1 The global unemployment rate at the end of 2020 was 6.47%.
2 In the US, the search for a job typically takes five months.
3 99% of Fortune 500 companies use applicant tracking software solutions to manage applications.
4 75% of resumes are rejected by ATS before the hiring manager sees them.
5 43% of resumes are submitted in file types incompatible with companies’ ATS.
6 Recruiters spend an average of 6 seconds scanning a resume.
7 77% of recruiters use LinkedIn to find talent.
8 57% of employers are less likely to interview a candidate who does not have an online presence.
9 70% of employers use social media to evaluate candidates.
10 Social media profiles can have negative impacts on a job seeker—54% of employers decided not to hire someone based on their social media profile.
11 Only 5 out of 250 applicants get a face-to-face interview.
12 51% of employers research their current employees on social media.
13 34% of employers have found undesirable content on employees’ social media posts, which led to reprimands or getting fired from the job.
14 68% of recruiting professionals admitted that thank-you notes from interviewers affect their decisions.
Figure 12, Chang J, 2023, 85 Crucial Networking Statistics You Need to Know in 2023 Blog [online] Available at: 85
Crucial Networking Statistics You Need to Know in 2023 - Financesonline.com (accessed 23rd January 2023)
Figure 11, Chaffey D, 2022, Global Social Media Statistics Researc
Summary Infographic [online] Available at: Global social media stat
research summary 2022 [June 2022] (accessed 23rd January 2023

16.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
“Digital marketing is a blanket term for the targeted, measurable, and interactive marketing of goods or services using digital
technologies in order to reach and convert leads into customers and preserve them. The main objective is to promote brands,
shape preference and boost sales.
Rapid growth of Web-based platforms that facilitate online social behaviour has significantly modified the nature of human
activities, habitats, and interactions.”
Inbound marketing means to promote a business through blogs, podcasts, video, eBooks, eNewsletters, whitepapers, SEO, physical
products, social media marketing, and other methods of content marketing which serve to interest customers through the different
stages of the purchase funnel.”
Marketing managers who fail to utilize the importance of the Internet in their business marketing strategy will be at a disadvantage
because the Internet is changing the brand, pricing, distribution and promotion strategy.”
One of advantages of online marketing is related with its enabling effect especially on small businesses since internet can extend
market reach and operational efficiency of small and medium enterprises (SMEs)” (
Digital marketing is able to create offers and programs that can be customized or personalized based on the profiles or consumer
behaviour and their preferences.”
Compared to traditional mass media marketing, digital marketing has much lower cost and in many cases, websites can generate
traffic even for free.”
One important aspect is the return on investment (ROI) from any digital marketing campaign. To understand what the ROI is, we
need to understand what the goals or aims of the company are, what they wish to get from a digital marketing campaign and then
measure these goals.” (
Search Engine Optimization or SEO is essentially tweaking your website so that it comes up naturally or organically for search
results in Google, Yahoo Bing or any other search engine.”
SEM also includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.”
Blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue, especially for products where
customers can read reviews and write comments about personal experiences.”
Affiliate Marketing is especially useful for start-ups, as it will bring in more traffic to their business through high-traffic sites.”
With effective email marketing software, you can maintain email lists that are segregated based on several factors, including
customers likes and dislikes, and spending habits.”
Figure 15, Hopper D, 2022, Using Digital Marketing to Reach Your Customers blog [online]
Available at: Using Digital Marketing to Reach Your Customers - Business 2 Community
(accessed 23rd January 2023)

17.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
What consumers buy online (e.g. people purchase different
products/services online)
The world of e-commerce is booming; nearly 30% of the worlds population shops
online. Every successful brand selling a product or service needs a transactional
website to keep up with market trends.
In the UK and during the pandemic there was a huge surge in online grocery
shopping. Consumers got comfortable here and numbers have continued to rise
since 2020. Supermarkets have since expanded the range in meal deals and
beverages. However, shipping, taxes and delivery costs are resulting in huge
numbers consumers
abandoning their carton at online checkout.
Shopping online also allows consumers to easily compare prices and access a
variety of products before buying. Lastly, consumers who follow their favourite
brands online a highly likely to visit the brands website from a post they have
seen.
2020 saw a shift in consumer spending patterns, people were buying clothes,
sports goods, printed books, newspapers & magazines online, as well as consumer
electronics and furniture. Consumers weren’t spending so much on mopeds,
bicycles and spare parts online.

18.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
More than 2.14 billion people shop online in 2021.
In the UK, e-commerce accounts for over a quarter of total retail
sales.
Men spend more per online transaction than women.
About 32% of UK online shoppers purchased food online in 2020.
In 2020, the UK ranked third among the largest e-commerce
markets worldwide.
In July 2021, SHEIN was the most downloaded shopping app in
Great Britain.
INTERNET SHOPPING STATISTICS
Figure 20, Martin M, 2021, Online Shopping Statistics: COVID-19
Influence, Trends and More, The Circular Board Blog [online]
Available at: Online Shopping Statistics: COVID-19 Influence,
Trends, and More (accessed 26th January 2023)
Figure 22, Estay B, 16 Online Shopping Statistics:
How Many People Shop Online, Big Commerce
Blog [online] Available at: 16 Fascinating Online
Shopping Statistics (2022) (accessed 26th January
2023)
Figure 23, Estay B, 16 Online Shopping Statistics: How
Many People Shop Online, Big Commerce Blog [online]
Available at: 16 Fascinating Online Shopping Statistics
(2022) (accessed 26th January 2023)

19.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
1. In 2021, over 2.14 billion people shop online.
2. In the UK, e-commerce accounts for over a quarter of total retail sales.
3. In Great Britain, members of the 25–34 age group had the most online
purchasing penetration in 2020.
4. Men spend an average of £69 more per online transaction than women.
5. In 2019, retail sales in the UK dropped by 0.6%, month on month.
6. In 2020, about 32% of UK digital buyers purchased restaurant delivery and
fast food.
7. In 2021, 27.9% of the expected global e-commerce revenue comes from
fashion-related products.
8. In the first 10 weeks of 2020, the online sales of virus protection products
grew by 800%.
9. In 2020, e-commerce accounted for 30% of total retail sales in the UK.
10.During the height of lockdown in the UK, about 42% of online shoppers said
that they plan to do more online shopping in the future.
11.In the US, online shopping sales were expected to reach almost $795 billion
by the end of 2020.

20.
Unit 1: Evolution of Digital Marketing
Assignment 2
12. Amazon has over 300 million active customers online.
13 .In 2020, the UK was the third-largest e-commerce market worldwide with a
value of €212.9 billion.
14. In 2021, around 40% of Brits stated they would continue shopping for food
online even after the pandemic is over.
15. In 2020, about 49% of people abandoned their shopping carts due to extra
costs being too high.
16. About 81% of consumers trust the advice of their friends and family over that
of businesses.
17. Poor customer experience causes 80% of people to stop using a company’s
online services.
18. In 2020, 55% of UK consumers shopped online to compare prices.
19. After seeing a product on Instagram, 87% of consumers take action.
20. 65% of e-commerce traffic comes from mobile sources.
21. In July 2021, the most downloaded shopping app in Great Britain was
SHEIN.
22. Out of 10 consumers, 7 prefer mobile websites over apps.
23. 2019, online sales via smartphones hit a new record during Cyber Monday,
accounting for 33% of total sales.
Ashyra Bristol
Figure 21, Martin M, 2021, Online Shopping Statistics: COVID-19 Influence, Trends and More, The Circular
Board Blog [online] Available at: Online Shopping Statistics: COVID-19 Influence, Trends, and More
(accessed 26th January 2023)

21.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Figure 24, Estay B, 16 Online
Shopping Statistics: How
Many People Shop Online,
Big Commerce Blog [online]
Available at: 16 Fascinating
Online Shopping Statistics
(2022) (accessed 26th
January 2023

22.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Online video consumption (e.g. changes in the amount of video content
consumed)
Video Content is continuously on the rise. Consumers are watching their favourite
videos preferably on YouTube, such as music, vlogs, how-too’s, news, events,
interviews, reviews, Q&A and live videos.
Brands are marketing their products and services using video content and
consumers are relying on this information before making their purchasing or
engagement decisions. Video content is now available across all social media
platforms.
Figure 25, Bump P, 2022, How Video Consumption is
Changing in 2023, HubSpot Blog [online] Available at: How
Video Consumption is Changing in 2023 [New Research]
(accessed 26th January 2023
Figure 26, Bump P, 2022, How Video Consumption is Changing
in 2023, HubSpot Blog [online] Available at: How Video
Consumption is Changing in 2023 [New Research] (accessed
26th January 2023)

23.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Figure 27, Bump P, 2022, How Video Consumption is
Changing in 2023, HubSpot Blog [online] Available at: How
Video Consumption is Changing in 2023 [New Research]
(accessed 26th January 2023)
Figure 28, Bump P, 2022, How Video Consumption is Changing
in 2023, HubSpot Blog [online] Available at: How Video
Consumption is Changing in 2023 [New Research] (accessed
26th January 2023)

24.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Consumer trends (e.g. how consumers' use of technology has
changed over the past 3-5 years, reflecting on the areas above)
The internet has vastly improved our lives due to having easy access to
information, eduction and entertainment. For example we can research advice on
health conditions and queries and connect with others suffering similar health
concerns. We can find new hobbies and interests, and strengthen our
communities by connecting with others online.
Even more important we can connect with friends and family across the globe
using video calls and social media outlets; we can network with others who share
the same interests and want to learn something new with virtual meet-ups.
We can also develop workforce and career skills, progressing to higher paid jobs,
online
Learning and access to a digital workforce. Access to social services and benefits
and information on any systems or procedures we might be entitled too.
The internet and technology devices have become more user friendly over recent years.
Consumers of all age groups and backgrounds can access what they want and when
without fear of ‘high tech equipment targeted at younger consumers’ mindset. You can
visit your older family members who are happy using Smart phones and voice devices
like Amazon’s Alexa,.

25.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
14 Ways the Internet Improves our Lives
Improving education and learning opportunities. Providing better access to health information and options.
Participating in democracy and civic duties. Making it easier to communicate with friends and family.
Searching and applying for jobs. Offering a wealth of online activities and experiences to
enjoy remotely.
Maintaining curiosity, finding new interests, and pursuing
hobbies.
Promoting workforce development skills.
Improving the economy for everyone. Increasing access to social services and benefits.
Strengthening communities and social ties. Decreasing isolation and loneliness.
Creating a better world. Empowering people with a sense of agency.
Figure 4. Griffith K, 2022, 14 Ways the Internet Improves our Lives, Community Tech Network Blog
[online] Available at: 14 Ways the Internet Improves Our Lives - Community Tech Network (accessed
20th January 2023)
More than 50 million pieces of content are shared every day
More than 1 billion websites are online
More than 500 million Tweets are sent every day,
More than 50 billion pieces of content are shared on Facebook each month
More than 15 billion items have been sold on Amazon in 2021, with 40% of those
sold by third-party sellers.
Figure 5. Neosperience T, 2022, 10 Ways the Internet has Changed the Way we Live
(And Do Business) Blog [online] Available at: 10 Ways The Internet Has Changed The
Way We Live (And Do Business) - Neosperience (accessed 23rd January 2023)

26.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
SOCIAL MEDIA
Figure 9, Chaffey D, 2022, Global Social Media Statistics Research
Summary Infographic [online] Available at: Global social media statistics
research summary 2022 [June 2022] (accessed 23rd January 2023)
1 An Increased Use of Chatbots
2 Conversational Commerce is Becoming Increasingly
Popular
3 Voice Search is Becoming Increasingly Popular
4 A movement towards omni-Chanel Digital Marketing
5 The Metaverse is beginning to have a large impact
on Digital Marketing
6 SEO is Adapting
7 Email Marketing isn’t going Anywhere
8 Tik Tok is not just for kids
9 Amazon’s Rein of the king of eCommerce Continues
Unchallenged
Figure 14, Geyser W, 2022, The 9 most notable digital
marketing trends blog [online] Available at: The 9 Most
Notable Digital Marketing Trends (accessed 23rd
January 2023)
1 Improve content quality
2 Use live video.
3 Add augmented reality elements.
4 Create podcasts.
5 Make voice search available.
6 Gamify your content.
Figure 16, Atamanyuk D, 2022, How to Communicate with Your Customers: Six Key
Points for Marketers in 2022 blog [online] Available at:
https://www.forbes.com/sites/forbesbusinesscouncil/2022/03/22/how-to-communicate-with-
your-customers-six-key-points-for-marketers-in-2022/ (accessed 23rd January 2023)

27.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Digital technology is so broad today as to encompass almost everything. No product is made today, no person moves today, nothing is
collected, analyzed or communicated without some ‘digital technology’ being an integral part of it.
I work more from home and have more flexibility and a global client base because of digital technology. . Use of home speakers, Internet of
Things, AI [artificial intelligence] and other emerging technologies is just impacting my life and likely will become more central.
“Almost every member of my family regularly uses the internet to inform or improve aspects of their well-being: diet, fitness, health, social
interaction with family and friends in person and online, education, entertainment, employment, commerce, finance and civic engagement.”
Every single day: I have private communications with business associates in Europe, Asia, Latin America and in North America, and I receive
emails or social media notices from my family members and their extended friends, and I receive the latest news and alerts from 20 different
real news publications
All of this comes with little effort. And, after doing my local security, I can check every public investment I have made anywhere on earth and I
can check my bank accounts and make transactions I deem of import, and I can search for any one or multiple piece of information that I need
instantly, with or without Wi-Fi.
Digital connectivity has become like oxygen, utterly essential to my research. The net effect of these innovations has been to tie me more
closely to other individuals and extend my interpersonal connections well beyond the pre-internet links of in-person interactions and
telecommunications.
I can be a real-time engaged parent, husband, partner, problem solver, counselor, comforter, etc., while traveling anywhere in the world, and –
if I am comfortable with a little inconvenience – I can usually manage this real-time interaction for free! Something that was never possible
before.
Figure 17, Anderson J and Lee R, 2018, The Positives of Digital Life blog [online] Available at: Stories From
Experts About the Impact of Digital Life | Pew Research Center (accessed 25th January 2023)

28.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
“I can get answers to questions about almost anything just by asking my telephone.”
“I can save money on everything, including clothing and shoes, airfares, hotels and eat at better restaurants and drink better wine.”
“Navigation via car has dramatically improved, with accurate up-to-date traffic information and destination wayfinding.”
“Digital life is being able to speak and see someone – regardless of where you are – on a phone you carry on your person.”
“Most people I have dated and approximately all of my friends knew me on the internet first; before such digital connectivity I would have just been lonely.”
“Sharing photos of new generations instantly with loved ones on the other side of the world and using video and chat to send/receive money; to joke, to
tease, to mourn.”
“My son has grown up in a world in which he will never be lost; he will never be without a person to talk to; he will never be stopped from searching for an
answer to a query.”
“I work remotely for a company halfway around the world, and so does my partner. No need to be at a main office.”
“The diffusion of webinars allows me to participate in many events organized in different countries without having to travel to them.”
“Digital technology allows me to have better knowledge that empowers me to better support my own health when I face challenges.”
“My job didn’t exist 15 years ago. I am a digital content manager.”
“It means that we can participate in important moments that time and distance barred us from in the past.”
“I feel more supported in good times and bad and laugh more than before I was connected online.”
Figure 18, Anderson J and Lee R, 2018, The Positives of Digital Life blog [online] Available at: Stories From
Experts About the Impact of Digital Life | Pew Research Center (accessed 25th January 2023)

29.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Reasons for a Digital Detox
Technology Can be Stressful
Digital Devices Can Disrupt Sleep
Heavy Device Use May Be Linked to Mental Health Concerns
Constant Connectivity Affects Work/Life Balance
Social Comparison Makes It Hard to Be Content
Digital Connectivity Can Make You Feel Like You’re Missing Out
Figure 19, Cherry K, 2020, What is a Digital Detox?
Blog [online] Available at: Reasons to Do a Digital
Detox (accessed 25th January 2023)

30.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Summary (e.g. provide a concise overview of the key points and
emphasise the impact of technology on consumers' lives)
In Conclusion technology and the internet has had a huge impact on our daily lives.
Active Internet Users
• Internet Usage Statistics have sky rocketed since the internet was open to the public only 30 years ago.
The majority of the worlds population has internet access, and has visibility of all the information,
education and entertainment available online.
• A Booming E-Commerce Market means that all businesses and brands offering a product or service
need a strong online presence in order to survive todays market. This means an attractive website and
or app easily accessible from consumers devices.
• Number of Active Websites has seen a huge rise in Blogs, Entrepreneurs, Influencers, Social Causes,
Crowdfunding and more. Consumers feel more empowered to raise awareness of their businesses and
causes.
• Consumers are spending a lot of time online mainly Googling stuff, emailing, using social media,
messaging, banking, applying for jobs. The internet is integrated into our daily lives.
• Consumers from all walks of life can stay in touch with family and friends across the globe whether it be
messaging, commenting and liking their posts on social media video chats. It’s heart warming.
• Consumers can Keep upto date with news & events, Watch videos, movies & tv shows and find
opportunities for baking money on line such as trading and or digital marketing
• The internet enables growing consumer demand. Consumers want to create a better world for us all to
live in; meaning Ethical values have strengthened, people want wealth & financial freedom, better
communication, increase in entrepreneurship and small businesses, The media has more power, we
want a green future.

31.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Multiple Digital Devices
• mobile phones are the most popular device to access the internet due to increase in
speeds on mobile connections and brand dominance from Apple and Samsung
• An average of nearly 4 devices per person (mobile phones, tablets, watches, smart
speakers, home security, games consoles etc)
• We have become “cool techies”
The Future of Smart Homes
• smart home kits can reduce home insurance policy costs, and lower utilities bills
(smart water heaters & smart thermostats cut heating & cooling costs)
• Fire theft alarm systems to protect the home. Does this reduce burglary numbers?
Consumers feel safer with Security cameras, alarms & video doorbells in their
homes
• Expect to see more inter connectivity between smart appliances and user-friendly
interfaces as the market becomes more competitive moving forward
Social Media Dominance
• consumers love to follow their favourite brands and celebrities online, as well as
share their own stories of success and personal struggles.
• Brands and businesses need a strong online presence in order to survive in todays
market, they need big numbers of social media followers with engagement shares
and likes

32.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Online Video Consumption
We are a visual world, online that doesn’t limit us to static posts. Consumers
want to see short videos such as product demos, reviews, unboxing,
Videos are constantly evolving to consumers demands and marketers will
need to continuously research consumer behaviours here to keep up with
trends. There’s plenty of inspiration to keep moving trends forward.
Digital Detox
Putting the phone down for a few days and re-connecting with real life social
interactions and giving yourself that mental clarity. Is recommended every
now and then

33.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Reference List
Figure 1. YIN L, 2022, 10 Internet Statistics Every Marketer Should Know in 2023, Oberlo Blog [online], Available at: 10 Internet Statistics Every Marketer Should Know in
2023 [Infographic] (accessed 20 January 2023)
Figure 2. Statista Research Department, 2022, Global Online Population Internet Activity Confidence 2020, Statista Publication [online] Available at: Global online population
internet usage confidence 2020 | Statista (accessed 20th January 2023)
Figure 3. Taylor P, 2022, Countries with the fastest average fixed broadband internet speed, Statista Publication [online] Available at: Fastest fixed broadband internet speed
by country 2022 | Statista (accessed 20th January 2023)
Figure 4. Griffith K, 2022, 14 Ways the Internet Improves our Lives, Community Tech Network Blog [online] Available at: 14 Ways the Internet Improves Our Lives -
Community Tech Network (accessed 20th January 2023)
Figure 5. Neosperience T, 2022 10 Ways the Internet has Changed the Way we Live (And Do Business) Blog [online] Available at: 10 Ways The Internet Has Changed The
Way We Live (And Do Business) - Neosperience (accessed 23rd January 2023)
Figure 6. Smith P. 16+ Smart Home Statistics on Ultimate Home Protection Blog [online] Available at: https://www.hippo.com/blog/smart-home-statistics/// (accessed 23rd
January 2023)
FIGURE 7. Wolfe M, 2022, 75+ Mind-Boggling Virtual Meeting Statistics and Facts Blog [online] Available at: 75+ Mind-Boggling Virtual Meeting Statistics and Facts [2023]
(accessed 23rd January 2023)
Figure 8, Ceci L, 2022, Number of emails per day world wide Infographic [online] Available at: Emails sent per day 2025 | Statista (accessed 23rd January 2023)
Figure 9, Chaffey D, 2022, Global Social Media Statistics Research Summary Infographic [online] Available at: Global social media statistics research summary 2022 [June
2022] (accessed 23rd January 2023)
Figure 10, Chaffey D, 2022, Global Social Media Statistics Research Summary Infographic [online] Available at: Global social media statistics research summary 2022 [June
2022] (accessed 23rd January 2023)
Figure 11, Chaffey D, 2022, Global Social Media Statistics Research Summary Infographic [online] Available at: Global social media statistics research summary 2022 [June
2022] (accessed 23rd January 2023)
Figure 12, Chang J, 2023, 85 Crucial Networking Statistics You Need to Know in 2023 Blog [online] Available at: 85 Crucial Networking Statistics You Need to Know in 2023 -
Financesonline.com (accessed 23rd January 2023)
Figure 13, Marr B, 2022, The Top 10 Tech Trends in 2023 Everyone must be ready for Blog [online] Available at: https://www.forbes.com/sites/bernardmarr/2022/11/21/the-
top-10-tech-trends-in-2023-everyone-must-be-ready-for/ (accessed 23rd January 2023)
Figure 14, Geyser W, 2022, The 9 most notable digital marketing trends blog [online] Available at: The 9 Most Notable Digital Marketing Trends (accessed 23rd January 2023)
Figure 15, Hopper D, 2022, Using Digital Marketing to Reach Your Customers blog [online] Available at: Using Digital Marketing to Reach Your Customers - Business 2
Community (accessed 23rd January 2023)

34.
Ashyra Bristol
Unit 1: Evolution of Digital Marketing
Assignment 2
Figure 16, Atamanyuk D, 2022, How to Communicate with Your Customers: Six Key Points for Marketers in 2022 blog [online] Available at:
https://www.forbes.com/sites/forbesbusinesscouncil/2022/03/22/how-to-communicate-with-your-customers-six-key-points-for-marketers-in-2022/ (accessed 23rd January 2023)
Figure 17, Anderson J and Lee R, 2018, The Positives of Digital Life blog [online] Available at: Stories From Experts About the Impact of Digital Life | Pew Research Center (accessed 25th
January 2023)
Figure 18, Anderson J and Lee R, 2018, The Positives of Digital Life blog [online] Available at: Stories From Experts About the Impact of Digital Life | Pew Research Center (accessed 25th
January 2023)
Figure 19, Cherry K, 2020, What is a Digital Detox? Blog [online] Available at: Reasons to Do a Digital Detox (accessed 25th January 2023)
Figure 20, Martin M, 2021, Online Shopping Statistics: COVID-19 Influence, Trends and More, The Circular Board Blog [online] Available at: Online Shopping Statistics: COVID-19 Influence,
Trends, and More (accessed 26th January 2023)
Figure 21, Martin M, 2021, Online Shopping Statistics: COVID-19 Influence, Trends and More, The Circular Board Blog [online] Available at: Online Shopping Statistics: COVID-19 Influence,
Trends, and More (accessed 26th January 2023)
Figure 22, Estay B, 16 Online Shopping Statistics: How Many People Shop Online, Big Commerce Blog [online] Available at: 16 Fascinating Online Shopping Statistics (2022) (accessed 26th
January 2023)
Figure 23, Estay B, 16 Online Shopping Statistics: How Many People Shop Online, Big Commerce Blog [online] Available at: 16 Fascinating Online Shopping Statistics (2022) (accessed 26th
January 2023)
Figure 24, Estay B, 16 Online Shopping Statistics: How Many People Shop Online, Big Commerce Blog [online] Available at: 16 Fascinating Online Shopping Statistics (2022) (accessed 26th
January 2023)
Figure 25, Bump P, 2022, How Video Consumption is Changing in 2023, HubSpot Blog [online] Available at: How Video Consumption is Changing in 2023 [New Research] (accessed 26th
January 2023)
Figure 26, Bump P, 2022, How Video Consumption is Changing in 2023, HubSpot Blog [online] Available at: How Video Consumption is Changing in 2023 [New Research] (accessed 26th
January 2023)
Figure 27, Bump P, 2022, How Video Consumption is Changing in 2023, HubSpot Blog [online] Available at: How Video Consumption is Changing in 2023 [New Research] (accessed 26th
January 2023)
Figure 28, Bump P, 2022, How Video Consumption is Changing in 2023, HubSpot Blog [online] Available at: How Video Consumption is Changing in 2023 [New Research] (accessed 26th
January 2023)
Figure 29, Caffey D, 2017, Hie Mandy connected devices do consumers use today? Smart Insights Blog [online] Available at: https://www.smartinsights.com/traffic-building-strategy/integrated-
marketing-communications/many-connected-devices-use-today-chartoftheday/ (accessed 26th January 2023)