1.
How We Use Technology...
Access to the Internet

2.
Introduction
1990 was the beginning of a new revolution. The Internet. Following this, the volume of portable devices has increased and the social
networking environment has developed to a global scale enabling society to engage wherever they are at anytime.
In 1999, British technologist Kevin Ashton came up with the term ‘Internet of Things’ (IoT) to define a network that not only
connects people, but also the objects around them, these are our digital devices e.g. smartphone.
We use technology in the classroom to help educate students, in healthcare professions, in business to research and gain
knowledge about competitive markets and new trends. We use technology at home for easy living, luxury and entertainment.
The way we use technology and how it has evolved considerably over the past 3-5 years has changed consumer trends on the
way we are able to access the internet and how we search for information. The way we use technology today enables us to live
easier lives, be more flexible, stay connected with family/friends/work at the touch of a button, prioritise what’s important and
saves time.
Digital technology is a fast growing innovation which has impacted the lives of consumers and business world
wide. With the cost of digital devices lowering as they become more accessible, access to the internet has never
been easier. Consumers use the internet to improve their daily lives at work and at home. Access to the internet
is now seen as a necessity rather than a convenience.

3.
Access To The Internet
Digital technology is an ever fast growing environment as the internet becomes more and more accessible. As of 2018 (a report done
by Statista) the number of internet users worldwide was 3.9 billion, up from 3.65 billion the previous year.
Today having access to the internet is seen as a human right by the UN. (Business Insider Report, Tim Sandle, Digital Journal, 2016)
From the graph below by Statista we can see that year by year the amount of internet users continues to grow due to the digital
environment which we live in.

4.
Access To The Internet
Figure 1: 90% of households have internet access via fixed broadband in Great Britain. This has risen by 33% since 2006.
Figure 2: Adults aged 65+ have seen the biggest increase since 2012 rising from 36% to 59% in 2018. (source: office for National Statistics)
The impact of the Internet allows audiences to gain knowledge, skills and stay connect with each other 24/7. These results show that
almost everyone has access to the internet/broadband.

5.
Access To The Internet
IoT number of connected devices
installed base worldwide from 2015
- 2025 in billions.

6.
Digital Devices Used By Audience’s
Digital devices are now part of our daily routine. Social and/or domestic.
Almost all digital devices have access to the internet.
The impact of these digital devices has changed our social and ethical
behaviour. E.g. getting home to watch your favourite TV programme or
having to put the washing on. Now there is no need to rush home to do
this. With our devices connected to the internet we can use apps which
are linked to our smart applications (washing machine) and with a touch
of a button activate it. In addition with most TV channels offering
demand/catch up we can watch our favourite programmes anytime and
watch them anywhere on our smart devices (iPhone). Many of us would
use a camera to take picture on holiday/days out with family. Now we
rely on our phones to take pictures/videos. They are smaller, more
practical, and with the photo technology being so advanced the picture
quality is just as good in comparison to a high quality camera.
However, this impact is causing many of us to become dependant on
having access to the internet. Many people use the phrase ‘I’m lost
without my phone’ because they carry so much information for us such
as contact numbers it’s not a necessity for us to remember them.

7.
Digital Devices
The number of smartphone owners has risen since 2012
which is shown on the graph opposite.
In 2017 only 5% of respondents aged between 16 - 24 did not
own a smartphone. This has impacted the number of
desktop users as it’s decreasing compared to other
portable devices which allow access to the internet. (Graph
from Statistia)
It’s clear that as each year comes and technologies improve
more of us either want to or need to be connected digitally.
This is proven by respondents aged 65+. This demographic
typically, if by choice, would not want for digital devices
however it is a need in today’s society. With broadband for
our landline and connectivity for our televisions alongside
other household appliances which use the internet.

8.
How Customers Search For Information
WAYS TO SEARCH
● World Wide Web - Multiple search engines:
Google, Bing, Yahoo
● Social Media Platforms: Facebook, Instagram,
Twitter, LinkedIn
● Voice control: Siri, HomePod, Alexa
● PodCast
● Blog
● Video Call
● Apps
● Messages
● Email
● Ecommerce
People use various online channels to search for information. We can access the internet by using a range of digital devices.
With a vast variety of search engines, apps, and social media platforms to find out information so quick and easy. The graph
below demonstrates a result based on 2,000+ consumers in January 2015 by the Local Search Association. Over 60% of
respondents said that using a search engine was their prefered way to find information.

9.
How Consumers Search For Information
With technology allowing us to uses the internet “on the go” searching for information has never been easier. Accessing tickets for
public transport eg. train tickets and information queries such as local entertainment and what the weather will be like. Figure 5
shows what devices people use to access the internet “on the go” by age group. Mobile phones/smartphones are the most commonly
used digital device by all age groups between 16-65+. Figure 4 also shows that within the last 3 months in 2018 mobile
phones/smartphones were used the most to access the internet. 65+ tend to use a tablet/computer more so than a mobile
phone/smartphone as it is more practical for them. (source: office for National Statistics)

10.
What Consumers Buy Online
Consumers are able to purchase online and through apps on smart devices. This gives audiences convenience and practicality
enabling them to purchase items anywhere at any time. However, this simple and easy way of buying has led to a collapse in some
stores as they are unable to compete with online buyers as they struggle to offer good quality products and services at such a low cost.
I for one enjoy going to a physical store. The process of looking, touching and trying, and then leaving or buying. This idea of
‘shopping’ is slowly on the downfall as more and more of us buy online.
Almost 50% of 35-44 year olds buy more online in
comparison to 65+ and 16-24 year olds. This is due
to particular demographics such as income and
knowledge of how to use the internet/apps. As well as
the practicality of buying online.
Adults aged 65+ who shop online has trebled in the
last decade rising from 16% to 48%. This has gone up
due to the high volume of accessible smart devices in
addition to their practicality for the 65+ age group as
some may not be mobile to physically go out to the
shops this gives them their independence back.
(source: office for National Statistics)

11.
What Consumers Buy Online
Figure 8 shows us what consumers are buying online and who’s
buying them.
74% of 16-24 year olds purchase clothes/sports goods online.
This will be due to the vast variety of clothing brands and sports
goods available world wide at a lower cost. As well as current
trends which are constantly changing. Eg. health & fitness and
fashion.
35-44 year olds buy the most online due to practicality.
Consumers who work full time, have families and generally live
a busy lifestyle don’t always have time to shop in physical stores.
So they turn to the World Wide Web.
(source: office for National Statistics)

12.
Online Video Consumption
As of 2019 87% of businesses use video as a main
marketing tool, up by 24% since 2017. (Hubspot)
The impact of the internet has seen a rise in
adults who watch videos on demand from
commercial services, in 2018 this was at 46%, up
from 29% in 2016.
In 2017 4.1 million videos were viewed on YouTube
every 60 seconds up by 0.2 million in just 1 year.
70,017 hours of video/film were consumed on
Netflix in 2017 up by 195,883 hours in 2018.

13.
Consumer Trends
● 89% of adults in Great Britain used the internet at least weekly in 2018, up from 88% in 2017 and 51% in 2006.
● The internet has changed the way we live, work, study, and our attitudes/behaviours. The amount of video consumption has increased
up by 0.2 million from 2017-2018. (see previous slide)
● We now have an advantage of being able to find information in a matter of seconds. In comparison to having to research through
brooks at a library. The internet is a luxury we take advantage of. 46% of people say that the internet helps them to gain skills and
knowledge.
● 55% of people use social networks to broadcast their own messages/advertisements for their businesses or personal use.(Ericsson
https://www.youtube.com/watch?v=P-ABeWFx5hI) Where as many of us before would have to rely on print media, TV or the Radio.
● https://www.youtube.com/watch?v=6wjSrXV1ibc this video by Erricsso discusses consumer trends of 2018 based on 5,097 responses.
● https://www.youtube.com/watch?v=oLXfTbEHCvY Erricsso discusses consumer trends of 2016. They discuss the future of artificial
intelligence and internal sensors. The new Apple watch series 4 is a first take on internal sensors as it monitors your heart rate and has
been redesigned to keep you active, healthy and connected.
● The way we use the internet has changed dramatically over the last 3-5 years. For example in this pireod we can now use the internet
to control our home heating via an app on a smartphone. We are able to pay using our smart devices (Apple Pay).

14.
Summary
In the last 30 years the revolution of the internet has changed our world dramatically. The way we live and work has evolved into a
thriving technological environment where people rely on their digital devices everyday. We use technology in all work professions just
as much as we use them at our own leisure. The impact of technology and the IoT has given us more freedom as it saves us valuable
time which we can spend where we desire it most.
From the statistics I’ve found It’s clear that as the evolution of technology improves it will allow us to access a greater amount of
information, enabling us to gain more knowledge and skills. They way we connect with our family and friends has revolutionised and
continues to develop.
More of us are shopping, learning and working online. This has created more freedom for consumers, however the benefits of digital
devices and the internet could have a crashing effect in the future. Physical shops are already decreasing as they are not making sale
targets. Machines are being developed which are replacing people, this impacts on employment. Additionally, our social behaviours
are changing. We are becoming dependant for our digital devices and rely on internet access more than ever. These behaviors result
in neglect just as much they do of our happiness. Most of all we do not appreciate the world around us as much as what we used to;
many of us are living life through a lens.
We are becoming a digital world which continues to impact our lives everyday.

15.
Reference List
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16.
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