Presentation document showing my knowledge of how consumers use technology and its impact on their lives.

1. How Audiences Use Technology and its
Impact on Their Lives
Presentation Document

2. Introduction
Technology is always continually advancing. The more it does so, the more it helps us with our everyday lives, as it
increasingly becomes the norm. Technology helps us in so many different ways, including entertainment, education and
carrying out day to day tasks among many, many others. The emergence of the internet over the years has worked
exceedingly well in conjunction with other forms of technology to assist humanity like never before.
For example, the internet has allowed small devices like smartphones and smartwatches to be extremely relevant and has
helped revolutionise television with streaming services. Here, in this presentation, I talk further about how technology has
impacted consumers' lives.

3. Access To The Internet
Share of Households with Internet Access in the United Kingdom (UK) and the
European Union from 2009 to 2020
The graph to the left reveals the below.
● A 20% increase in the UK and a
24% increase in the EU for
household internet access,
between 2009 and 2020 (Statistica,
2022).
● In 2020, household internet access
is 97% for UK households and 91%
for EU households (Statistica,
2022).
● The graph ultimately shows the
abundance of internet access in the
UK and EU today.
Fig 1. Statistica (2022) Share of households with internet access in the United
Kingdom (UK) and the European Union (EU27/EU28) from 2009 to 2020
[online]

4. Access To The Internet
Fig 2. Colyer I. (2022) Infographic showing World Internet Access Statistics
from the World Bank [Image]
Reasons for Limited Internet
Access in Developing Countries
Infographic below shows how internet access compares between
developed and developing countries (United Nations, 2021).
● Often lack of finances to invest in
decent broadband infrastructure
(Worldbank.org, n.d.).
● People in developing countries are
generally less able to afford
internet-enabled devices (United
Nations, 2021).
● Generally, there’s a lack of awareness
and digital skills in developing
countries (United Nations, 2021).

5. Digital Devices Used By Audiences
Fig 3. Digitalmarketingcommunity.com (n.d.) Device Ownership [online]
● Smartphones have now exceeded
laptops and PC’s for time spent
accessing the internet by millennials
(digitalmarketingcommunity.com, n.d.)..
● Smartphones have now become the
most owned digital devices by
millennial internet users at a rate of
97%, as of 2018
(digitalmarketingcommunity.com, n.d.).
● 50.44% of global internet traffic
(essentially, a little over a half) is being
used on mobile devices according to
Thekeenfolks.com (n.d.).
% of Internet Users Aged 21-34 Who Own the Below Devices

6. Digital Devices Used By Audiences
Forecast Number of Mobile Devices Worldwide
from 2020 to 2015 (billions)
Fig 4. O’Dea S. (2021) Number of Mobile Sevices Worldwide
2020-2025 [online]
Some Smartphone Benefits Contributing
Towards Their Increasing
Usage/Ownership
● Able to access Google Maps whilst on the
move.
● Being able to book train tickets and hotel
rooms whilst on the move.
● Allow for displaying tickets/show proof of
reservation on the phone.
● Being able to communicate with a friend in
another country through Facebook
wherever you are.
● Allow for being able to immediately respond
to an email.

7. Digital Devices Used By Audiences
Fig 5. Haines D. (2020) How Many Books are Available on
Kindle Now? [online]
The Kindle (launched in 2007), is a digital device in
which you can electronically buy/download and read
e-books, magazines and newspapers etc. (Burns
E., 2017).
Kindles are pocket sized, so they are more portable
than a book, making reading whilst you’re out and
about (like when you’re on a bus or train) more
accessible.
Kindles mean you don’t need to store books. This
saves space in your home and helps make moving
home easier.
Year on Year of How Many Books are on KIndle

8. How Customers Search For Information
Fig 6. Statcounter (2022) Search Engine Market Share Worldwide [online]
Google has significantly the largest market
share of all of the online search engines
as of February 2022, with a percentage of
92.01. (Statcounter, 2022).
Why is Google Search so Widely Used?
● Its ability to efficiently understand
user intent (Shaw M. 2020).
● It’s able to efficiently find the most
relevant and accurate web pages
that match the search query (Shaw
M. 2020).

9. How Customers Search For Information
Fig 7. Amazon (n.d.) Amazon Echo Plus
[photograph]
The below statistics back up how much voice assistant technology is
currently evolving and therefore fast becoming a normal part of our
everyday lives.
● 41% of adults use voice search at least once per day
(dbswebsite.com, n.d.).
● Roughly 75% of voice search results will rank in the top 3
positions for a particular question on a desktop search
(dbswebsite.com, n.d.).
● 27% of the global online population is using voice search on
mobile according to a voice search insight report in 2018
(thinkwithgoogle.com, 2018).

10. How Customers Search For Information
Fig 8. Wunderman Thompson Commerce (2020) Where Online Shoppers Start Their Search
[online]
The graph to the left
shows that more online
shoppers are now starting
their search on Amazon
rather than on search
engines (Wunderman
Thompson Commerce,
2020)
A couple of Likely
reasons for the above:
● High spend on
online Amazon
ads
(marketingcharts.c
om, 2020)
● The large
familiarity online
shoppers have
with Amazon.

11. What Consumers Buy Online
Fig 9. Chaffey D. (2022) Weekly Online Shopping Activities [online]
Weekly percentage of internet users (between 16 to 64) who purchased online for various products and services as of
January 2022 (Chaffey D. 2022).

12. What Consumers Buy Online
Insights From Above Infographic (Fig 9)
A quarter of internet users used an online price
comparison service (Chaffey D., 2022).
Online shopping allows you to shop around for the
most suitable/cheapest deal for services (like
insurance and energy) very quickly and easily.
Over a half purchased regular products and services
(Chaffey D., 2022).
The internet allows you to shop around more for the best
and cheapest options compared to shops. There is simply
more choice and availability online than in shops, especially
if you live in a small town.
Over a quarter of internet users bought groceries online
(Chaffey D., 2022).
The internet allowed many people (particularly vulnerable
people) to still purchase their groceries and other essential day
to day items during the lockdowns. This emphasises that the
internet is not just a convenience, as it can also be a lifeline,
14.4% of internet users bought a second-hand item online (Chaffey
D., 2022).
Purchasing second hand items is something that the internet has made
much easier, with websites like eBay and Vinted and social media
buying and selling pages acting as platforms for people to buy and sell
second hand items. All of this allows for sellers of second-hand items to
gain far more exposure to these items than what they would otherwise.

13. Online Video Consumption
Fig 10. Drive.google.com (n.d.) Top Videos Stats 2021 [online]
Why Video Content is Increasing in
Popularity
● Video content does not require you to
always have a long attention span.
This is due to the short nature of video
content in general, so there is typically less
commitment to watch video than TV.
● Anyone can create video content
anywhere and anytime using their own
smartphone and then post it on YouTube.
This creates an abundance of video content
to watch.

14. Online Video Consumption
Fig 11. Drive.google.com (n.d.) Top Videos Stats 2021 [online]
● You can now watch news coverage instantly online.
This is rather than waiting for the scheduled news
programme on TV (Aperture, 2019).
● Video content provides educational benefits as well
as entertainment (YouCurious, 2020).
If you wish to learn a new skill like gardening, you can
watch a YouTube tutorial instantly for free.
● You can watch video anywhere on the go.
For example, you can watch a music video or a
favourite movie clip on the train with a smartphone.

15. Consumer Trends
Fig 12. Tighe D. (2021) Percentage change in online purchases due to the coronavirus
(COVID-19) pandemic in the United Kingdom from March 2020 to February 2021 [online]
Many people who started
shopping online during the
pandemic now continue to
shop more online,
This is due to that any initial
barriers that prevented them
from shopping online have
been removed. For example,
some people from the older
generation may not have felt
comfortable using technology at
first, but now feel comfortable
with it after a situation has
forced them into it.
Percentage Change in Uk Online Purchases During The Pandemic

16. Consumer Trends
Fig 13. Coursera (2021) More Learners are Accessing Online Learning [online]
Graphs Showing How much Online Learning Increased During the Pandemic

17. Consumer Trends
Online learning has increased during the pandemic due to the below reasons.
● School, college and university closures during the pandemic.
● People taking advantage of the extra free time during lockdowns and furloughs to teach themselves new skills.
● People upskilling due to job losses largely caused by the pandemic.
People enjoy online learning because you can take in information at your own pace. Therefore, online learning
appears here to stay.

18. Summary
The internet has made so many of the things we do within our lives anyway so much simpler, quicker and more accessible.
It has become a highly useful tool (arguably essential) to accompany us through life. So much so, that it’s hard to imagine
how we ever got by without it. As a result, the internet is here to stay. That said, ideally it should not be the be all and end all
of our lives. This is for various reasons, that can include a couple of the below examples.
● A danger that for some people, online interactions can too often replace face-to-face interactions.
● Some people can become addicted to the internet, resulting in not taking part in enough physical and social
activity.
Therefore, it’s important to remember that the internet can be a welcome part of our lives to help us, but our lives should not
purely revolve around and depend on the internet. Ultimately, when it comes to internet use, there ideally should be a
healthy balance between assistance and dependency.

19. Text References
Aperture (2019) “How The Internet Changed Everything” at Youtube.com [video]. Available at
https://www.youtube.com/watch?v=MNdV0tva1XE [accessed 28 February 2022]
Burns E. (2017) “What is a KIndle” at Techmonitor.ai [online] Available at
https://techmonitor.ai/what-is/what-is-a-kindle-4947541#:~:text=A%20Kindle%20is%20an%20e,e%2Dbook%20store%20by
%20Amazon [accessed 28 February 2022]
Chaffrey D. (2022) “Search engine marketing statistics 2022” at Smartinsights.com [online]. Available at
https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/ [accessed 28 February 2022]
Dbswebsite.com (n.d.) “Voice Search Statistics and Emerging Trends” at dbwebsite.com [online]. Available at
https://www.dbswebsite.com/blog/trends-in-voice-search/#:~:text=reports%20that%20over%20half%20of,to%20NRP%20an
d%20Edison%20Research&text=%2C%201%20in%206%20Americans%20owned%20a%20smart%20speaker%20in%202
018 [accessed 28 February 2022]
Digitalmarketingcommunity.com (n.d.) “Digital Marketing Statistics and Metrics” at digitalmarketingcommunity.com [online].
Available at https://www.digitalmarketingcommunity.com/indicators/used-devicesmillennial-internet-users-2018/ [accessed
28 February 2022]

20. Text References
Google (2018) “Voice Search Mobile Use Statistics” at Thinkwithgoogle.com [online]. Available at
https://www.thinkwithgoogle.com/marketing-strategies/search/voice-search-mobile-use-statistics/ [accessed 28 February
2022]
Shaw M. (2020) “Why Google is the Best Search Engine (and Why Businesses Should Care) – In My Opinion” at
towernetmarketing.com [online].
Available at https://www.towermarketing.net/blog/google-best-search-engine/ [accessed 28 February 2022]
Statcounter (2022) “Search Engine Market Share Worldwide” at gs.statcounter.com [online]. Available at
https://gs.statcounter.com/search-engine-market-share [accessed 28 February 2022]
Statistica (2022) “Share of households with internet access in the United Kingdom (UK) and the European Union
(EU27/EU28) from 2009 to 2020” at Statistica.com [online]. Available at
https://www.statista.com/statistics/275043/percentage-of-households-with-internet-access-in-the-uk-and-eu/
[accessed 28 February 2022]
Thekeenfolks.com (n.d.) “The Impact of Technology on Consumer Behaviour” at Thekeenfolks.com [online]. Available at
https://thekeenfolks.com/the-impact-of-technology-on-consumer-behaviour/ [accessed 28 February 2022]

21. Text References
The World Bank (n.d.) “Connecting for inclusion: Broadband Access For All” at worldbank.org [online]. Available at
https://www.worldbank.org/en/topic/digitaldevelopment/brief/connecting-for-inclusion-broadband-access-for-all#:~
:text=Only%20about%2035%20percent%20of,80%20percent%20in%20advanced%20economies [accessed 28
February 2022]
United Nations (2021) “Connectivity in the Least Developed Countries: Status Report 2021” at un.org [online]. Available at
https://www.un.org/ohrlls/news/connectivity-least-developed-countries-status-report-21#:~:text=While%20this%20i
s%20partly%20related,low%20levels%20of%20human%20development [accessed 28 February 2022]
Wunderman Thompson Commerce (2020) “Where Online Shoppers Start Their Search” at marketingcharts.com [online]
Available ate https://www.marketingcharts.com/industries/retail-and-e-commerce-113138 [accessed 12 March 2022]
YouCurious (2020) “How Has the Internet Changed Our LIves?” at Youtube.com [video]. Available at
https://www.youtube.com/watch?v=MpZNTZZitpw [assessed 28 February 2022]

22. Image References
Amazon (n.d.) “Amazon Echo Plus''[photograph] at Fobes.com. Available at
https://www.forbes.com/sites/forbes-personal-shopper/2020/04/24/7-of-the-best-amazon-alexa-speakers/?sh=63dd306c6
640 [accessed 28 February 2022]
Chaffey D. (2022) “Weekly Online Shopping Activities'' [online] at Smartinsights.com. Available at
https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/ [accessed 28 February 2022]
Coursera (2021) “More Learners are Accessing Online Learning” [online] at about.coursera.org. Available at
https://about.coursera.org/press/wp-content/uploads/2021/11/2021-Coursera-Impact-Report.pdf [accessed 11 March
2022]
Digitalmarketingcommunity.com (n.d.) “Device Ownership” [online] at digitalmarketingcommunity.com. Available at
https://www.digitalmarketingcommunity.com/indicators/used-devicesmillennial-internet-users-2018/ [accessed 28
February 2022]
Drive.google.com. (n.d.) “Top Videos Stats''[online] at Drive.google.com. Available at
https://drive.google.com/file/d/1yUgIM_vknYyUNPFyGED0IP8Pirn6XqOT/view [accessed 28 February 2022]

23. Image References
Haines D. (2020) “How Many Books are Available on Kindle Now?” [online] at Justpublishingadvice.com. Available at
https://justpublishingadvice.com/how-many-kindle-ebooks-are-there/ [accessed 11 March 2022]
O’Dea S. (2021) “Number of Mobile Sevices Worldwide 2020-2025” [online] at Statistica.com . Available at
https://www.statista.com/statistics/245501/multiple-mobile-device-ownership-worldwide/ [accessed on 10 March 2022]
Statcounter (2022) “Search Engine Market Share Worldwide” [online] at gs.statcounter.com. Available at
https://gs.statcounter.com/search-engine-market-share [accessed 28 February 2022]
Statistica (2022) “Share of households with internet access in the United Kingdom (UK) and the European Union
(EU27/EU28) from 2009 to 2020” [online] at Statistica.com. Available at https://www.statista.com/statistics/2750
43/percentage-of-households-with-internet-access-in-the-uk-and-eu/ [accessed 28 February 2022]

24. Image References
Tighe D. (2021) “Percentage change in online purchases due to the coronavirus (COVID-19) pandemic in the United
Kingdom from March 2020 to February 2021” [online] at statistica.com. Available at
https://www.statista.com/statistics/1230225/changes-in-online-buying-among-uk-consumers-since-covid-19/ [accessed 28
February 2022]
Wunderman Thompson Commerce (2020) “Where Online Shoppers Start Their Search” [online] t marketingcharts.com.
Available ate https://www.marketingcharts.com/industries/retail-and-e-commerce-113138 [accessed 12 March 2022]