How consumers use technology and the impact on their lives. From desktop to mobile devices, from dial-up to wireless connectivity, the power to the people and how technology bypasses cultural differences.
The Evolution of Digital Marketing!
How is technology used by the
consumer and what effect has it had
on the world market place ?
As devices change and become more mobile, so too does theconsumer’s behaviour towards them and their connectivity. !On demand social media, education, information, entertainment,gaming, shopping and services are requirements of todays
E commerce has risen to the challenge of meeting the ever moredemanding needs of the consumer.!
Mobile connectivity has had a considerable impact on workingpatterns, equality and diversity across the globe. !
From its birth 50 years ago the internet was created in order toimprove communications and to gain and store information.It’s still used for those purposes today but we expect so muchmore from the internet and our connectivity.
Access to the internet
“As of April 2019, 56.1% of the world's population has internet access, and 81% of the developed world. In
2015, the International Telecommunication Union estimated about 3.2 billion people, or almost half of the
world's population, would be online by the end of the year. Of them, about 2 billion would be from
developing countries, including 89 million from least developed countries.”
Global Internet speeds
Global internet speeds are not equal. The introduction of broadband gave a marked increase compared
to ﬁxed line services. The greatest signiﬁcant impact and advancement on global internet access and
speed however, has been seen with the introduction of wireless connectivity or Wi-FI in 1991. Signiﬁcant
advancements have been made with this technology, notably, Generation 5 mobile technology which
aims to be globally available from 2020 . With the impact of wireless mobile connectivity on remote and
developing countries already giving signiﬁcant beneﬁts to the population.
The Smartphone has disrupted the global market
The mobile revolution started with the launch of the Apple iPhone in 2007. The consumer thirst for
mobile technology has revolutionised the way we communicate, gain information and consume. Mobile
connectivity and devices have handed power to the people. Lead by Apple’s creation of the mobile
ecosystem allowing access to music, video, games and the App Store.
Worldwide, more people own a cell phone than a
(Consumer Technology Association, 2015)
Consumers take control, expectations are high.
Global smartphone market
With companies actively seeking to engage market share with incentives, for example Android Go
and lower purchase prices, combined with the G5 networks its little wonder that the Chinese
market along with the emerging markets of India and South America are set to show the largest
To Google - “Google it”!
Of worldwide users 51.3% use a mobile or tablet device, 48.7% use desktops.(StatCounter)!
15% of US web users performed at least one or more searches in a day (Jumpshot)!
79% of people took a relevant action on their phone prior to making a purchase. (Think with Google)!
The average number of words a typical searcher uses is 3. (Jumpshot)!
“As of May 2018, the search market leader has a market value of $739 billion, coming behind Apple, which has a market
value of $924 billion, Amazon, which has a market value of $783 billion, and Microsoft, which has a market value of
Autonomy fuels Consumer trends
Inﬂuencer - A less regulated platform has offered autonomy to the consumer, this has had both positive and negative inﬂuence
and raises ethical issues. Without structure, for example the BBC 9 o clock curfew denouncing a clear change of content from
family to adult viewing but with the availability of on demand, unregulated content minors and vulnerable consumers can be
negatively impacted. The rise in Fake News is another example, giving air time to minority groups who hold extreme views has
had an effect on politics globally.
2004 marked the beginning of the social media revolution with the launch of FaceBook.!
Consumer connectivity has been on a phenomenal growth path ever since, with the accessibility mobile has offered,!
the platform has rapidly changed to embrace consumer trends across all sectors.!
Communications, e commerce, information and entertainment
Insatiable consumer video streaming has disrupted
Mobile video demand is the fuel of this space, Generation Z, Millennials and Generation X are keen
consumers of this platform embracing the convenience of on-demand streaming on mobiles and
tablet, these devices are portable and the user can watch anywhere in their homes or outside.
Boomers and Matures show preference to the traditional TV screen in their homes.
In 2017, 95.1 percent of active Facebook user accounts accessed the social network via a mobile device
Up to 70% of web traﬃc happens on a mobile device (CIODive, 2018)
Consumers now spend more than ﬁve hours a day on their smartphones, and a recent AdWeek survey
found 88% growth year on year in time spent watching videos on a smartphone.
51% of customers say that they use mobile devices to discover new brands and products
69% of smartphone users also say that they are more likely to buy from companies with mobile sites that
easily address their questions or concerns (BrightEdge, 2017)
People today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in-
store, you name it (Google 2017)
Millennials’ mobile consumption has now eclipsed their live TV consumption (comScore 2018)
Watch time of “does it work” videos grew by more than 11X in the past two years as consumers seek out
visual proof that the items they’re considering are worth it (Google 2017)
Mobile use and the changing face of consumer
The Deloittes Digital media trends survey, concludes that its not just younger generations driving the
mobile trend. A mix of groups age 22-35 and ages 35-51 have similar user patterns they have been
labelled MilleXZials, a hybrid of Millennials and Generation X. Bearing in mind the higher spending
power of older age groups, companies acknowledge that this area of the market has high growth
Who are internet users ?
“Worldwide, e-commerce growth is primarily being driven by consumers using their
mobile devices, phones and tablets, to acquire goods and services. According to
eMarketer estimates, retail e-commerce sales reached $2.3 trillion in 2017, a 23.2 percent
increase over the previous year. The mobile share of this stood at 58.9 percent, or $1.4
trillion. In 2021, mobile e-commerce could rake in some $3.5 trillion and then make up
almost three quarters (72.9 percent) of e-commerce sales”.
Projected global mobile E-Commerce
Mobile e-commerce and a digital platform is required in order for companies to remain
in the market place. The Global market has never been more accessible to business.
The social impact in these regions has been seen as largely positive.!
Improved access to the internet along with increased use and availability of mobile devices
alongside improved connectivity has resulted in improvements within education, political
awareness, healthcare information and provision, entrepreneurship along with economic
What has been the impact of digital devices and
wireless connectivity on developing countries and
“According to the Pew Research Centre the
exception is morality”.
Artiﬁcial intelligence (AI) in the form of voice recognition is poised to play a vital role in the
immediate development of markets inhibited by illiteracy and geographical remoteness.
Developments within the deep tech space aims to aid usability regardless of cultural and language
AI already allows users access to information for example AI doctors, teachers, and identiﬁcation.
“Apple’s strong identity has created the iconic global brand. The simple intuitive design creates a common denominator, a one size ﬁts
all approach that enables cultural differences to be overcome. This crucial design proﬁle allows Apple products to be successfully sold
globally through Apple on line, Apple stores and third party collaboration.” Wendy Smalley Assignment one unit one.
How can deep tech developments along with
increased connectivity bring further improvements
to emerging markets?
How have improvements in connectivity !
changed working patterns?!
The phrase Digital Nomad is used to describe an individual who is able to work anywhere
and at any time, made possible because of new technologies and mobile connectivity.
Central working or co-working are purpose built centres where businesses can work
remotely creating a community or eco system. These can offer reduced costs, support and
collaboration and act as an accelerator for those businesses.
Work/life balance many groups have beneﬁtted from the ability of being a digital nomad,
notably, working parents, and the disabled, but also those living in remote locations, cutting out
the need for a long commute. !
Improvements have been seen in terms of equality and diversity.
What is the future of digital on the world?!
What is the internet of things? (IoT)
“The Internet of things refers to the concept of extending Internet connectivity beyond conventional computing
platforms such as personal computers and mobile devices, and into any range of traditionally "dumb" or non-
internet-enabled physical devices and everyday objects.”
The projected number of devices with connectivity
and therefore connected devices is set to increase
signiﬁcantly, with an estimated 80 billion connected
devices come 2025.!
Leading innovators, for example Apple Inc are
already investing in their next stage product
development, this is essential in order to maintain
relevance in a changing market place.!
Will advances in technology
secure the next revolution in
consumer trends required in order
to overcome environmental issues
facing the world and its
Slide three Statista. (2019). Global regional internet penetration rate 2018 | Statistic. [online] Available at: https://www.statista.com/statistics/265149/internet-penetration-rate-by-region/ [Accessed 2 May 2019].
!Slide four Fing. (2019). Global Internet Speed Rankings by Fing. [online] Available at: https://www.ﬁng.com/news/global-internet-speed-rankings [Accessed 2 May 2019].
!Slide ﬁve Google.com. (2019). smartphones sale ﬁgure 2018 - Google Search. [online] Available at: https://www.google.com/search?q=smartphones+sale+ﬁgure
YOPo1&tbo=u&sa=X&ved=2ahUKEwiL1rqwyZXhAhUBSxoKHZYJDKsQ9C96BAgBEBg&biw=1449&bih=899&dpr=1#imgrc=rzwBNqLWNYA4XM: [Accessed 2 May 2019]
!Slide six Reddy, K. (2019). Smartphones are getting more smarter. [online] Krify. Available at: https://krify.co/smartphones-are-getting-more-smarter/ [Accessed 2 May 2019].
!Slide seven HLC Wholesale Blog. (2019). How Big Is The Smartphone Market - HLC Wholesale Blog. [online] Available at: https://blog.hlcwholesale.com/big-smartphone-market/ [Accessed 2 May 2019].
!Slide eight Android Central. (2019). China and India expected to be the biggest smartphone markets by 2019. [online] Available at: https://www.androidcentral.com/china-and-india-expected-be-biggest-
smartphone-markets-2019 [Accessed 2 May 2019].
!Slide nine Everything To Know About Marketing. (2019). HOW PEOPLE SEARCH THE INTERNET 2018 INFOGRAPHIC. [online] Available at: https://www.social4retail.com/how-people-search-the-internet-2018-
infographic.html [Accessed 2 May 2019].
!Ratcliff, C., Marinina, M., Ford, J., Litsa, T. and Abbott, N. (2019). What are the top 10 most popular search engines? - Search Engine Watch. [online] Search Engine Watch. Available at: https://searchenginewatch.com/
2016/08/08/what-are-the-top-10-most-popular-search-engines/ [Accessed 2 May 2019].
!seotribunal.com. (2019). 63 Fascinating Google Search Statistics (Updated 2019). [online] Available at: https://seotribunal.com/blog/google-stats-and-facts/ [Accessed 2 May 2019].
!Slide ten Ec.europa.eu. (2019). File:Online purchases, EU28, 2018 (% of individuals who bought or ordered goods or services over the internet for private use in the previous 12 months).png - Statistics Explained.
[online] Available at: https://ec.europa.eu/eurostat/statistics-explained/index.php?
title=File:Online_purchases,_EU28,_2018_(%25_of_individuals_who_bought_or_ordered_goods_or_services_over_the_internet_for_private_use_in_the_previous_12_months).png&oldid=417256 [Accessed 2 May 2019].
!Slide eleven UK, P., Analysis, N., Grifﬁth, E. and Grifﬁth, E. (2019). Every Minute Online Is a Battle for Consumer Attention. [online] PCMag UK. Available at: https://uk.pcmag.com/news-analysis/120140/every-
minute-online-is-a-battle-for-consumer-attention [Accessed 2 May 2019].
!Slide twelve Anon, (2019). [online] Available at: https://martechseries.com/video/deloittes-digital-media-trends-survey-meet-the-millexzials-generational-lines-blur-as-media-consumption-for-gen-x-millennials-and-
gen-z-converge/ [Accessed 2 May 2019].
!Slide thirteen Blue Corona. (2019). 61 Mobile Marketing Statistics for 2019 and Beyond. [online] Available at: https://www.bluecorona.com/blog/mobile-marketing-statistics [Accessed 2 May 2019].
!Slide fourteen Deloitte Insights. (2019). Digital Media Trends 2019. [online] Available at: https://www2.deloitte.com/insights/us/en/industry/technology/digital-media-trends-consumption-habits-survey.html [Accessed
2 May 2019].
!Slide ﬁfteen Loesche, D. (2019). Infographic: Mobile E-commerce is up and Poised for Further Growth. [online] Statista Infographics. Available at: https://www.statista.com/chart/13139/estimated-worldwide-
mobile-e-commerce-sales/ [Accessed 2 May 2019].
!Slide sixteen Pew Research Center's Global Attitudes Project. (2019). Internet Inﬂuence Seen as Positive in Emerging and Developing Nations; Morality an Exception. [online] Available at: https://
www.pewglobal.org/2015/03/19/internet-seen-as-positive-inﬂuence-on-education-but-negative-inﬂuence-on-morality-in-emerging-and-developing-nations/technology-report-06/ [Accessed 2 May 2019].
!Slide seventeen We Are Social Follow. “Digital in 2018 Global Overview.” LinkedIn SlideShare, 29 Jan. 2018, www.slideshare.net/wearesocial/digital-in-2018-global-overview-86860338
!Slide nineteen “Comprehensive Report on Internet of Things (IoT) Integration Market with Top Key Leaders like Infosys, HCL, TCS, Capgemini, Cognizant, Wipro, Atos SE, Intel Corporation, MuleSoft, SoftDEL.”
Industry Reports, industryreports24.com/23078/comprehensive-report-on-internet-of-things-iot-integration-market-with-top-key-leaders-like-infosys-hcl-tcs-capgemini-cognizant-wipro-atos-se-intel-corporation-mulesoft-
!“IoT: Number of Connected Devices Worldwide 2012-2025.” Statista, www.statista.com/statistics/471264/iot-number-of-connected-devices-worldwide/.
!Background image on all slides and image on slide 14 https://www.pexels.com/