1.
HOW DO
CONSUMERS USE
TECHNOLOGY?

2.
Introduction
2
The number of consumers accessing the internet via digital devices has
multiplied excessively since the creation of the World Wide Web and the
reduction in cost of digital devices. Technology is now integrated into our
daily lives through the promotion of social media, e-commerce and 24/7
access.
With this rise of the internet there has been a huge shift in power from
companies to the consumers, as consumers can now utilise the internet to
browse a vast array of choices, exchange reviews with friends about
products and services and buy commodities online.
For companies to stay competitive in this growing digital world, they must
understand the different digital channels consumers use, when they use
them and how they use them. Any company that does not adopt an
effective digital strategy will fall behind.

3.
Access to the Internet: A history
3
1969:%Internet'was'created'
but'only'government'officials'
and'researchers'could'
access'it.'
Next%10%years:%cost'of'
digital'devices'decreased'
making'them'more'
accessible'to'consumers.'
1991:%Introduction'of'the'World'
Wide'Web.''Everyone'now'has'
access'to'the'internet,'opening'
the'gateway'to'social'media,'e>
commerce'and'online'
platforms..
2000s:%%Social'media'sites'
launch,'such'as'Facebook,'
YouTube'and'MySpace,'
which'encourages'even'
more'people'to'use'the'
internet..
Access'to'the'internet'
meant'that'music'and'films'
were'now'streamed'as'
opposed'to'bought'on'CD'
which'evokes'creative'
destruction'in'the'music'
industry.'
2007:%The'creation'of'the'
smart'phone'meant'that'
internet'access'was'
portable'and'available'24/7'
for'consumers.'

4.
4
97% of
Denmark’s
population use
the internet
0.06% of
North Korea’s
population use the
internet
4% of Nigeria’s
population use the
internet
Not all consumers have the same amount of access to
the internet (Hootsuite, 2018)

5.
BIG
DATA
processes 40,000
searches every second
5
(Marr, 2018)

6.
6
Digital devices used by consumers
On average (Chaffey, 2018)
46% global consumers
access the internet via
multiple devices
30% use their mobiles only
24% use their desktops only

7.
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WHICH0DIGITAL0DEVICES0DO0YOU0USE0TO0
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Statistica,02018

8.
Where do consumers
find their information
about products?
8
80% millenials use pinterest
(Coschedule blog, cited by
hubspot,2018)
60% use retail sites
(Criterio, 2016)
46% use their
mobile first
(Google cited by
hubspot, 2018)
64% more likely to buy
a product after watching
a video (Forbes cited by
Hupspot 2018)
29% speak to
salespeople (hubspot,
2018)
96% of mobile traffic
from google (Jody
Nimetz Co., cited by
hubspot, 2018)
47% tend to view 3-
5 pieces of content
before speaking to a
sales rep (Demand Gen
report cited by Hubspot
2018)

9.
What do consumers buy online?
Entertainment
1 in 4 online purchases made for
entertainment in the UK (Peachey,
2017)
Financial services
27% of transactions online have been
associated with financial services (Peachey,
2017)
9

10.
10
Food and Drink
41% of purchases made on food and drink in
store rather than 7% online (Peachey, 2017)
70% of online baskets are
abandoned (Pure 360, 2018)

11.
Online video consumption
11
Consumers spend 64 minutes a day watching videos (Tran, 2018)
Growth of 17% of smart phone video consumption from 2017-2018
(emarketer, 2018)
65.1% of global digital users watch videos
due to streaming on demand options (emarketer,
2018)

12.
Consumer trends
(last 3-5 years)
! AI#
! Internet#of#Things#
! Voice#automation
12

13.
AI
The rise of AI has occurred in
response to the explosion of
data generation. For
consumers, AI helps sort
through enormous amounts of
data so that we can find the
information and products we
want.
13

14.
Voice
automation
Rise%of%the%mobile-first%world%has%
prompted%a%culture%of%'I%want%things%
NOW'%and%voice%automation%helps%
use%get%our%information%and%
products%fast%and%easily%because%
we%no%longer%have%to%pause%to%look%
at%our%screens.%This%has%also%
created%a%need%for%SEOs%to%be%able%
to%understand%longer%sentences,%
which%AI%helps%with.
14

15.
Internet of
Things
As we become multiplatform users,
consumer desire to have easily connected
devices that combine resources to meet our
needs. This connectivity also contributes to
the need for AI as IoT real-time activity will
constitute 95% of data by 2025
(information/age, 2017)
15

16.
SUMMARY
Demographic
dependent:
16
Even though more consumers use
technology in their lives than ever before,
there are still discrepancies between
demographics as to how much it is used.
This means that companies should do
market research to assess where they
should focus their finite resources.
Countries with limited internet access due
to economic or political restrictions would
be less fruitful for companies than
countries without these restrictions

17.
SUMMARY
Mobile-first world:
17
Increasing numbers of consumers are
turning to their mobiles first to both to buy
products and search for information. This
means companies have to adapt
websites so they are mobile friendly.
Companies that take advantage of the
mobile first world and track consumer
mobile interactions to personalise the
consumer experience will find themselves
ahead of their competitors.

18.
SUMMARY
Prioritise visual
stimuluses:
18
The growth of video consumption and use
of social media platforms, such as
pinterest, indicates that companies need
to incorporate visual stimulus's such as
tutorials and webinars into their websites
and marketing strategies. Consumers find
these easier to watch on the go because
they provide concise and visually
interesting information.
Videos are also extremely useful for
conversion however, companies must
ensure they are mobile@friendly videos and
photos to reap the benefits from these
tools.

19.
SUMMARY
'I want it now'
culture:
19
The rise of the mobile first world and the
interconnectivity of devices through IoT
means that consumers expect to get
personalised solutions straight away from
companies. Access to the internet means
that consumers can jump from one
company to the next if they don't think that
their needs are being met. This is evident
from the fact that 70% of online baskets are
left. Companies that does not offer fast,
user friendly, personalised online
experiences will fall behind.
However, not every retailer needs to
prioritise a digital strategy. Food and drink,
for instance, is still largely bought instore.
Therefore, it is clear that companies must
understand the personal needs of their
consumers and how their shopping habits
work to allocate marketing resources in a
way that gains the highest conversion rates.

20.
References
20
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123465538/. Last accessed 11th November 2018Kemp, S. (2018). DIGITAL IN 2018: WORLD’S INTERNET USERS PASS THE 4
BILLION MARK. Available: https://wearesocial.com/blog/2018/01/global-digital-report-2018. Last accessed 11 November 2018.
.
Chaffey,*D.*(2018). Mobile'Marketing'Statistics'compilation. Available:*https://www.smartinsights.com/mobileB
marketing/mobileBmarketingBanalytics/mobileBmarketingBstatistics/.*Last*accessed*11th*November*2018.
Criterio. (2016). Browsing & Buying Behaviour 2016. Available: https://www.criteo.com/wpB
content/uploads/2018/01/BrowsingBBuyingBBehaviourB2016BUK.pdf. Last accessed 11th November 2018.
Emarketer editors. (2018). eMarketer Releases Latest Global Digital Video Viewer Estimates Expanding
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https://www.emarketer.com/content/emarketer-releases-latest-global-digital-video-viewer-estimates. Last
accessed 11th November 2018.
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content/uploads/2018/01/DIGITALBINB2018B003BINTERNETBPENETRATIONBMAPBV1.00.png. Last accessed 11th
November 2018.
Hubspot. (2018). Ultimate list of marketing statistics 2018. Available: https://www.hubspot.com/marketingBstatistics. Last
accessed 11th November 2018.

21.
21
Marr,'B.'(2018). How$Much$Data$Do$We$Create$Every$Day?$The$Mind8Blowing$Stats$
Everyone$Should$Read. Available:'
https://www.forbes.com/sites/bernardmarr/2018/05/21/howBmuchBdataBdoBweBcreateBeveryB
dayBtheBmindBblowingBstatsBeveryoneBshouldBread/#30a4c1c960ba.'Last'accessed'11th'
November'2018.
Peachey,'K.'(2017). UK's$online$shoppers$top$global$spending$survey.Available:'
https://www.bbc.co.uk/news/businessB39655039.'Last'accessed'11th'November'2018.
Small'business.com.'(2016). How$Your$Customers$Use$Different$Digital$Devices$
Throughout$the$Day. Available:'https://smallbusiness.com/tech/digitalBdeviceBdailyBusage/.'
Last'accessed'11th'November'2018.
Statcounter.'(2018). Desktop$vs$Mobile$vs$Tablet$Market$Share$Worldwide. Available:'
http://gs.statcounter.com/platformBmarketBshare/desktopBmobileBtablet.'Last'accessed'11th'
November'2018.
https://unsplash.com/