THE IMPACT OF TECHNOLOGY
and how consumers use it
Internet was a government invention to
share information in 1960s. Since 1994
it has been expanded to serve millions
of users and a multitude of purposes in
all parts of the world.
In a matter of very few years, the
Internet consolidated itself as a very
powerful platform that has changed
forever the way we do business, and
the way we communicate.
Around 60% of the world population
has an internet connection today. In
1995, it was less than 1%.
Number of Internet users (1997-2019)
ACCESS TO THE INTERNET
Total population Internet users
Digital around the world 2019. We Are Social, 2019.
Unique mobile users
Active social media
Mobile social media
DIGITAL DEVICES USED BY AUDIENCES
HOW CUSTOMERS SEARCH FOR INFORMATION
Which channels do consumers use when researching products before buying online?
“When researching products, millennials are more than three times as likely to turn to social
media and mobile apps (both 48%) than their Baby Boomer counterparts (both 14%).”
WHAT CONSUMERS BUY ONLINE
Music & books
IT & mobile
Preferred sources of inspiration for online shoppers
ONLINE VIDEO CONSUMPTION
Online video viewing to
a day in 2021.
of the world’s mobile data is video.
videos are watched
on YouTube in a day.
Social video generates
more shares than text and images
92% of mobile video
consumers share videos with others.
Time spent with digital
video will grow
Facebook reports that users
spend more than
time watching a live video vs.
they have gotten a
thanks to a video
on social media.
Sources: SmartInsights; SocialMediaToday; BusinessInsider.
Number of digital buyers worldwide from 2014 to 2021 (in billions)
Purchasing goods and services online has become a
common practice among many people around the
world. Some choose to make online purchases for
convenience, others because of the competitive
price offered by some e-commerce platforms.
Smartphones and laptops are the
most common devices to access the
Website, email, social media and
apps are the most common
channels when researching info.
Fashion and travel are the top
categories purchased online.
Video consumption is increasing
year by year, becoming a key
platform for digital marketing.
The number of digital buyers is on
Desktop PC and tablet’s usage is
Traditional channels like text, IM and
in-person are becoming less
Consumers prefer to buy in a physical
store when it comes to event tickets
and IT & mobile.
Static content has less impact on
consumers than video.
More online businesses are
emerging, creating a fierce and
competitive marketplace. This makes
it harder for online businesses to
stand out from competitors.
WeAreSocial, (2019), DIGITAL 2019: GLOBAL INTERNET USE ACCELERATES. [online] Available at:
https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates [Accessed 9 November].
Statista, (2019), Which is the most important device you use to connect to the internet, at home or elsewhere? [online].
Available at: https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/ [Accessed
Smartinsights, (2019), Which channels do consumers use when researching products before buying online? Available at:
products-buying-online/ [Accessed 28 November].
Marketingcharts, (2018), Top categories purchased online based on a May 2018 online survey. Available at:
https://www.marketingcharts.com/industries/retail-and-e-commerce-106597 [Accessed 2 December].
Statista, (2019), Preferred sources of inspiration for online shoppers worldwide as of February 2019. Available at:
https://www.statista.com/statistics/1034149/online-shoppers-sources-of-inspiration/ [Accessed 5 December].
BusinessInsider, (2018), Time spent with digital video will grow 25% by 2020. Available at:
https://www.businessinsider.com/zenith-report-online-video-consumption-2018-7?r=US&IR=T [Accessed 13 December].
SocialMediaToday, (2019), Snapchat Publishes New Report on the Evolution of Video Consumption. Available at:
[Accessed 18 December].
SmartInsights, (2019), Video marketing statistics to know for 2019. Available at: https://www.smartinsights.com/digital-
marketing-platforms/video-marketing/video-marketing-statistics-to-know/ [Accessed 21 December].
InternetWorldStats, (2019), Internet growth statistics. Available at: https://www.internetworldstats.com/emarketing.htm
[Accessed 27 December].
Statista, (2017), Number of digital buyers worldwide from 2014 to 2021 (in billions). Available at:
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/ [Accessed: 29 December]
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