2. Introduction
In this presentation, we will try to know our customers, our audience, and how they move in the
Digital world.
@google search
3. Introduction
First, I will briefly show you how this magic instrument called the
Internet started. Did it begin straight away as we know it now, or is
it still in a developing process? Following the birth of the Internet, I
will show you the chosen devices, par excellence, by the audience.
After I talk about the digital devices that the audience uses, we will
look at how our audience searches online for
information/products/curiosities. Also crucial for the businesses is
our audience interested in buying online. When our audience is
online, we will see how video consumption impacts our consumers'
lives and what they search more online.
In the end, I will finish my presentation with an overview of how
technology has changed the way our customers consume.
@google search
4. Access to the Internet
Reference:
https://www.dreamstime.com/stock-illustration-computer-evolution-vector-illust
ration-white-background-image68925850
The Internet has been around (for limited
people) since the 1960s in the U.S., allowing
several computers to connect on a single
network.
But, just in 1983, we can officially say that the
Internet was born with the opening of the web
worldwide to a larger public, such as
universities, businesses, and households.
Since the 60's that we see improvements in the
machine. If, when computers begin to enter
people's homes and offices, they are heavy,
bulky, and expensive with a slow network, now
due to an ample supply and businesses
competitiveness, we have much lighter and
faster devices available for all.
@google search
5. After 1983, every network was now connected by a universal language (Leiner, 1997)
As we can see below, data from April 2021, 4.95 billion people worldwide use the internet –
equivalent to 62.5 percent of the world’s total population (in datareportal).
Access to the Internet
Reference: https://datareportal.com/reports/6-in-10-people-around-the-world-now-use-the-internet
6. Digital devices used by audiences
The emergence of digital devices like laptops, smartphones, smart TVs, tablets, e-books, storage
devices, and wearables is crucial for the audience to be connected to the world.
The audience, through several online services such as e-commerce, social media, online gaming
and email have access to a vast number of services.
In the image above, we can observe that people use most access to the internet using Smartphones
or mobile phones per excellence, following by laptops computers with 45% and Smart TV or media
streaming with 34% (in datareportal).
Smartphones
and phones
76%
Smart watch
Laptop
computer
45%
Desktop
computer
32%
Tablet device
22%
Smart TV or Media
Streaming Device
34%
Game console
17%
Smart speakers
11% 6.3%
Resource: https://datareportal.com/reports/digital-2020-april-global-statshot
7. Internet changes the way customers search for information about a service or a product they
want to consume or acquire. To become more connected and empowered, customers, consume
media in different ways (Carpenter, 2013), such as search engines (SEM), e-mail, e-books,
online advertising, blogs, webinars, podcasts, videos, social media, and others.
@google search
How customers search for information
8. Reference:
https://www.comtecinfo.com/rpa/5-valuable-insights-o
n-online-consumer-buying-behavior/
How customers search for information
With the emergence of this different way of consuming,
customers have more information about the product/service
before the decision-making (Chaffey, 2013).
Consumers find information by talking with their friends,
reading reviews, or watching videos on online communities
like forums, blogs, and other platforms some of the times
produced by prosumers (term used by Gerhardt in 2008 for
digital influencers); by comparing prices in different websites.
The digital customer is more informed than ever before. The consumer has more available
information and therefore becomes more demanding with the product or service he pretends
to acquire.
9. What customers buy online
I truly believe that the improvement of connectivity and the increase of supplies by the
companies and their third parties significantly influenced consumers' online purchases. For
example, regarding the connectivity speed, if it would take me more than 1 minute to send
each product from my shopping list to the shopping cart, I would choose to go to a physical
shop for faster service.
When we think about buying online, we ask the question, what do digital shoppers buy more?
Below we can see that consumer electronics are at the top of the list, followed by books and
clothing.
Reference: : https://www.invespcro.com/blog/online-consumer-shopping-habits-behavior/
Consumer
electronics
69%
Books
67%
Clothing and
apparel
63%
Household
goods
38%
Office supplies
30%
Pet supplies
20%
Sporting goods
20%
Food and grocery
20%
10. As we can see from the image aside, the three top
reasons why customers choose to buy online are:
more convenience service (e-commerce permits a
customer to stay at home choosing, paying, and
receiving the product);
free-shipping delivery (e-commerce offers shipping
to attach the customers. I believe that this is a
good marketing strategy to better retain customers
and earn their loyalty);
lower prices (e-commerce businesses do not have
to deal with some of their competitor's basic
expenses, such as rent or paying employees).
What customers buy online
Reference:
https://www.junglescout.com/blog/reasons-consumers-shop-online/
11. Online video consumption
With the digital advance, we also assist a new way for consumers to consume TV, films, and music.
Some industries did not survive this digital innovation (like Blockbuster and others). Others had
successfully reorganized their businesses to offer an e-product in the digital era, and many new
e-services emerged (for example, video streaming). I am talking about the new way of watching
movies like youtube, Netflix, Disney, or Amazon Prime, a new way of listening to music, like
Spotify, Apple Music, and Pandora.
The organizations had to respond faster to digital disruption by transforming their enterprises (Gil,
2016), and some of the businesses missed out on creating a Digital maturity model (DMM) (Forrester,
2013) of the company to help them to adapt their business.
12. According to a survey of 1,000 internet
users across the UK, Canada, Australia,
and the US, we can observe that more
than 70% prefer watching videos via
youtube and Facebook.
Reference: https://toplinefilm.com/blog/online-video-behaviour
Online video consumption
13. As we can see from the images below, video is the online consumption per excellence (33%) chosen
by the consumers. Consumers are more likely to retain a message from video content than flyers,
blogs, and Infographics. Businesses see an opportunity to grow through video platforms. We can also
observe that most users, especially in a COVID-19 pandemic, consume much more entertainment
videos than Ads content.
So, there is a bigger opportunity for businesses to create content more on an entertainment basis.
Reference: https://motioncue.com/video-marketing-statistics/#value-of-video-content
Online video consumption
14. The most popular digital device used by the audience is the mobile phone. I believe there is a
challenge here for businesses as people can access the information anytime, anywhere, and faster
than using a laptop or a smart TV.
Reference: https://motioncue.com/video-marketing-statistics/#value-of-video-content
Online video consumption
15. Reference: https://www.statista.com/statistics/296227/us-youtube-reach-age-gender/
As shown by the graphic below, online video is consumed across all ages, which tells me that we are
definitely in a global mobilized world with more people connected than ever. At the beginning of
the Internet development, devices were rare and expensive, and not everyone could afford them.
With the development of digital devices, most people can afford a digital device to access it.
Online video consumption
16. Consumer trends
With more and more people connected through digital devices, businesses needed to learn and
improve how to reach and talk with their consumers.
Before having so many Internet users, businesses and third parties were more confident with a
traditional media strategy (above and below the line). With the expanding possibilities of online
communication, they try to balance New Media/ e-commerce (including tools such as customer
relationship management, google analytics, digital marketing key performance indicators, social
media, email marketing) (Frost, 2019) and traditional media. However, as we can observe on the
next slide, traditional media is gradually being replaced by digital.
17. As we can see aside, the Internet is gradually
replacing traditional media. Although the Internet
was born many decades ago, numerous businesses
are still at the early stages of using digital
marketing to its potential. Business professionals
must respond to digital disruption by transforming
their enterprises. (Gil, 2016)
Reference: https://compraracciones.com/blog/2020/11/16/ad-revenue-tops-63-billion-for-tech-big-three-in-q3-2020/
Consumer trends
18. According to this data, we can observe that
Philippine users spend an average of 11
hours from their day on the Internet.
Brazilians, Colombians, and South Africans
also spend an average of more than 10
hours per day online. Even though we still
see countries like Japan, Denmark, and
China spending fewer than 7 hours per day
on the Internet, they still spend a
reasonable amount of time if you consider
an average of 8 hours of sleep.
Probably for these countries, the business
strategy should be different from a country
that spends more than half of its time on
the Internet.
Reference: https://datareportal.com/reports/digital-2021-global-overview-report
Consumer trends
19. Over time, especially after 2017, we assist
in a slight decline in the use of desktops
devices. If we compare mobile devices,
mobile devices tend to be the digital device
more used by the users.
Resource: https://www.statista.com/statistics/319732/daily-time-spent-online-device/
Resource: https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
We are assisting to a global growth in retail
e-commerce sales, and the numbers on the
graphic aside show us that the trend is to
continue to rise.
Consumer trends
20. As we can see from the data, technology and world globalization have undoubtedly driven
e-commerce to grow.
Technology transformed people into digital consumers that are more informed, connected, and
empowered. Using smartphones, desktops, tablets, users can easily access products/services, news,
opinions, data, and others.
Summary
@google search
21. The influence of technology is constantly changing consumer
behavior. Online we find an autonomous consumer who
decides what, when, and how to consume it. This consumer
is savvier with the information that he gets. He is a
knowledgeable opinion-maker that does his research and
satisfies his own specific needs (Chaffer, 2013). A more
demanding customer on the quality of the product or service
is more informed by reading reviews online or
word-of-mouth. However, I believe that the consumer can
have an issue here as he can have difficulties choosing and
filtering the information with so many resources.
The consumer spends an average of 6 hours online per day
in social media, shopping, watching videos on demand, and
others.
Summary
@google search
22. I believe that in a world where new technologies emerge all the time, companies with a strong and
deeply rooted digital base, which are consumer-directed / consumer-friendly, are more than
halfway on its success.
Summary
23. Basically, consumers, business, products, brands, companies…
(...) are all now connected by the Internet, like neurons in a giant brain.
Stephen Hawking
Summary
@google search
25. Alida (2014), 4 Ways Technology Is Changing Consumer Behavior. [online] Available at:
https://www.alida.com/the-alida-journal/4-examples-how-technology-changing-consumer-behavior
[accessed 8th February 2022]
Goh, Frances, 10 companies that failed to innovate, resulting in business failure. [online] Available at:
https://www.collectivecampus.io/blog/10-companies-that-were-too-slow-to-respond-to-change [accessed
3rd February 2022]
Gogineni, Chandra (2021), Top 5 Valuable Insights on Online Consumer Buying Behavior. [online] Available
at: https://www.comtecinfo.com/rpa/5-valuable-insights-on-online-consumer-buying-behavior/ [accessed
3rd February 2022]
Johnson, Joseph (January 2022), Internet usage worldwide - statistics & facts Reading, Mass:
Addison-Wesley. p. 21. [online] Available at:
https://www.statista.com/topics/1145/internet-usage-worldwide/#dossierSummary__chapter1 [accessed
3rd February 2022]
Juan, Nica (2020), Ad Revenue Tops $63 Billion for Tech Big Three in Q3 2020. [online] Available at:
https://compraracciones.com/blog/2020/11/16/ad-revenue-tops-63-billion-for-tech-big-three-in-q3-2020/[
accessed 8th February 2022]
Reference list
26. Kemt, Simon (2021), 6 in 10 people around the world now use the internet. [online] Available at:
https://datareportal.com/reports/6-in-10-people-around-the-world-now-use-the-internet [accessed 3rd
February 2022]
Kemt, Simon (2020), Digital 2020: april global statshot. [online] Available at:
https://datareportal.com/reports/digital-2020-april-global-statshot [accessed 4th February 2022]
Kemt, Simon (2019), Digital 2019: global digital overview. [online] Available at:
https://datareportal.com/reports/digital-2019-global-digital-overview [accessed 4th February 2022]
Kemp, Simon (2021), Daily time using the internet. [online] Available at:
https://datareportal.com/reports/digital-2021-global-overview-report [accessed 7th February 2022]
Motioncue(n.d.), Navigating Through Change. [online] Available at:
https://motioncue.com/video-marketing-statistics/#value-of-video-content [accessed 4th February 2022]
Murphy, Mike (2019), From dial-up to 5G: a complete guide to logging on to the internet. [online]
Available at: https://qz.com/1705375/a-complete-guide-to-the-evolution-of-the-internet/ [accessed 31st
January 2022]
Reference list
27. NCTA (2019),Then and Now: How Broadband Advancement Powered the Decade. [online] Available at:
https://www.ncta.com/whats-new/then-and-now-how-broadband-advancement-powered-the-decade
[accessed 3rd February 2022]
N.d. (n.d.), Evolution of computers. [online] Available at:
https://www.dreamstime.com/stock-illustration-computer-evolution-vector-illustration-white-background-
image68925850 [accessed 3rd February 2022]
N.d. (n.d.), Digital around the world. [online] Available at:
https://datareportal.com/global-digital-overview#:~:text=4.95%20billion%20people%20around%20the,of%20
the%20world's%20total%20population.[accessed 3rd February 2022]
N.d. (n.d.), Online Consumer Shopping Habits and Behavior. [online] Available at:
https://www.invespcro.com/blog/online-consumer-shopping-habits-behavior/ [accessed 4th February
2022]
N.d. (n.d.), The Top Reasons Consumers Prefer to Shop Online. [online] Available at:
https://www.junglescout.com/blog/reasons-consumers-shop-online/ [accessed 4th February 2022]
Reference list
28. Reference list
N.d. (2019), Research shows consumers LOVE video content. [online] Available at:
https://toplinefilm.com/blog/online-video-behaviour [accessed 7th February 2022]
Raggett, Dave; Jenny Lam; Ian Alexander (April 1996). HTML 3: Electronic Publishing on the World Wide
Web. Harlow, England. [offline] Available at: Reading, Mass: Addison-Wesley. p. 21. [accessed 3rd February
2022]
Selders, Sam (2018), Traditional Media vs. New Media: Which Methods Belong in Your Marketing Plan?.
[online] Available at:
https://www.webfx.com/digital-marketing/learn/traditional-media-vs-new-media/#:~:text=Traditional%20
media%20allows%20businesses%20to,online%20ads%2C%20and%20search%20results [accessed 4th February
2022]
Statista( 2022), Digital audience in selected regions during 4th quarter 2019, by device. [online] Available
at: https://www.statista.com/statistics/1128629/total-digital-audience-breakdown-select-region-device/
[accessed 3rd February 2022]
29. Reference list
Statistica (2022), Percentage of U.S. internet users who use YouTube as of 3rd quarter 2020, by age group.
[online] Available at: https://www.statista.com/statistics/296227/us-youtube-reach-age-gender/
[accessed 7th February 2022]
Statistica (2022), Daily time spent with the internet per capita worldwide from 2011 to 2021, by device.
[online] Available at: https://www.statista.com/statistics/319732/daily-time-spent-online-device/
[accessed 8th February 2022]
Statistica (2022), Retail e-commerce sales worldwide from 2014 to 2025. [online] Available at:
https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/ [accessed 8th February
2022]
The Kenfolks (n.d.), The impact of technology on consumer behaviour. [online] Available at:
https://thekeenfolks.com/the-impact-of-technology-on-consumer-behaviour/#:~:text=New%20technology%
20has%20empowered%20consumers,share%20their%20opinions%20with%20peers [accessed 8th February
2022]
30. Reference list
Wikipedia (January 2022),History of the World Wide Web. Available at:
https://en.wikipedia.org/wiki/History_of_the_World_Wide_Web#cite_ref-Raggett21_16-2[accessed 3rd
February 2022]
