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Consumers Use of Technology
1. Consumers Use Of
Technology
And its impact on their lives.
Unit 1 The Evolution of Digital Marketing: Assignment 2
(Manage Mentors, ND)
2. Access to the Internet
What is the internet?
The internet is a worldwide system that connects millions of computer users
through a range of different networks, such as the web and social media. The
internet was originally founded in 1965 as a way for government researches to
share information; but is considered to have been ‘born’ in the 1980’s (Usg.edu
ND) , as before then, computers were immobile and computer networks did not
have a standard way to communicate with each other.
63.1% of the world’s total population, 5.3 billion people, have access to the internet
in 2022 (Data Reportal, 2022). Compared to 2012 when there were only 2.4 billion
internet users worldwide (Pingdom, 2013), the number of people with access to the
internet has increased dramatically.
Who uses the internet?
8. How Consumers Search for Information
Search Engines:
- Google
- Yahoo
- Bing
Retailer Sites:
- Amazon
- Asos
- eBay
Social Media:
- Instagram
- Tiktok
- Youtube
(Perfect Search, 2022)
9. Where online consumers start their search
In 2020, Amazon became the leading platform for consumers searching for products.
(Marketing Charts. 2020)
10. Consumers and
Online Shopping
For many people, online shopping is the most convenient way
to purchase what they need; they can do it from the comfort
of their home, research and read reviews of the product they
are looking to purchase. Online shopping gives consumers
access to a range products from across the world gives them
many options to choose from.
75% of consumers are shopping online at least once a month
and by 2023 it is predicted that ecommerce shopping will
make up 22% of retail sales (Big commerce, ND)
The top selling items bought online are:
- Clothing,
- Electronics
- Books
- Health & beauty products.
(Medium, 2017)
12. Online Video Consumption
Video is more important to consumers than ever before.(Pamela Bump, 2022 Blog.Hubspot)
Video consumption is one of the fastest growing online trends and is being recognised and
optimised by brands across the globe.
Consumers are watching video
content such as:
- Unboxings
- Reviews
- Product Demonstrations
- How-to’s
(Motion picture association, 2014)
13. How many people are watching video
content?
(Blog.hubspot, 2022)
14. Where are consumers watching online
videos?
(1000 logos, 2022)
Many consumers are now relying on short-form videos to learn about a brand or product.
Consumers enjoy watching videos where they can see the product in use and identify any flaws or
perks before purchasing it themselves.
(1000 logos, 2022)
(1000 logos, 2022)
15. Changes in the amount of video content
consumed
2013-2021
(Invedio, 2021)
16. Consumer Trends
How consumers use of technology has changed in recent years
During the pandemic in 2020, the use of technology changed dramatically and was used to
keep people connected, more than ever. Where people couldn’t meet in person, they were
meeting up virtually through platforms such as Facetime and working from home through
zoom meetings. In 2020 approximately 5.6 million people were working from home in the
UK (Statistica, 2022) relying on technology to enable them to get their work done. For many
consumers this meant not being able to physically go into a shop to browse and buy, which
made them rely heavily on technology for their purchases. During the pandemic 40% of the
UK said they were shopping online more than before.
Shopping is now integrated with social media through Ads, links and buying directly through
platforms such as Instagram and Tiktok Shop. Purchasing through platforms such as Tiktok shop
provides consumers with a fast and reliable checkout and other incentives such as coupon codes.
In 2022 the use of technology and the internet is a part of most people's daily lives
and is used now more than ever.
17. The change in online shopping during
lockdown 2020
(BBC, 2020)
18. Summary
To summarise I believe that technology has a dramatic impact on consumers and their
every day lives. Whether consumers are directly searching for a product on Google or
scrolling on social media; products are being advertised, recommended and consumers are
being directed on where and how to shop. Social media and influencer marketing have
seen a huge increase over recent years and have been classed as an effective method by
80% of marketers (Smart insights, 2019).
With smartphones being used daily by over 80% (Bank my cell, 2022) of the world's
population, the increase of online shopping and the endless information available online
for consumers to compare and research, technology is now an essential part of daily living.
19. References
Marketing Charts (2020) ‘Global internet access’ Available at: https://www.marketingcharts.com/digital-
112809 (Accessed September 21st 2022)
Usg.edu (ND) ‘A brief history of the internet’ Available at:
https://www.usg.edu/galileo/skills/unit07/internet07_02.phtml (Accessed September 7th 2022
Data Reportal (2022) ’Digital around the world’ Available at: https://datareportal.com/global-digital-
overview (Accessed September 7th 2022)
Pingdom (2013) ’Internet 2012’ Available at: https://www.pingdom.com/blog/internet-2012-in-numbers/
(Accessed September 7th 2022)
Realit (2022) ‘Internet and data’ Available at: https://realit.com.au/internet-and-data/ (Accessed
September 11th 2022)
Bank My Cell (2022) ‘Number of smarphone users) Available at: https://www.bankmycell.com/blog/how-
many-phones-are-in-the-world (Accessed September 11th 2022)
Techgate Computers (2015) ’Macbook air’ Available at: https://techgatecomputers.ca/product/macbook-
air-early-2015/ (Accessed September 11th 2022)
Turbo Future (2020) ‘Buying your first desktop computer’ Available at:
https://turbofuture.com/computers/Buying-Your-First-Desktop-Computer (Accessed September 11th 2022)
Colorlib (2022) ‘Hand holding iphone mockup’ Available at: https://colorlib.com/wp/hand-holding-iphone-
mockups/ (Accessed September 11th 2022)
20. Bank My Cell (2022) ‘Smartphone users data’ Available at: https://www.bankmycell.com/blog/how-many-
phones-are-in-the-world (Accessed September 11th 2022)
Sastistica (2016) ‘Devices used in American homes’ Avaialble at:
https://www.statista.com/chart/5172/household-penetration-of-connected-devices/ (Accessed September
11th 2022)
Statistica (2021) ‘Leading online sources’ Available at: https://www.statista.com/statistics/1034209/global-
product-search-online-sources/ (Accessed September 12th 2022)
Big Commerce (ND) ‘16 online shopping statistics’ Available at: https://www.bigcommerce.co.uk/blog/online-
shopping-statistics/ (Accessed September 11th 2022)
Medium (2017) ‘Importance of E-commerce’ Available at: https://medium.com/@nyxonedigital/importance-
of-e-commerce-and-online-shopping-and-why-to-sell-online-5a3fd8e6f416 (Accessed September 11th 2022)
Hosting Data UK (2022) ‘Online shopping statistics’ Available at: https://hostingdata.co.uk/online-shopping-
statistics-uk/ (Accessed September 11th 2022)
Motion pictures accosiation (2014) ‘Video content’ Available at: https://www.motionpictures.org/press/video-
content-is-driving-innovation/ (Accessed September 23rd 2022)
Blog.Hubspot (2022) ‘How video consumption is changing in 2022’ Available at:
https://blog.hubspot.com/marketing/how-video-consumption-is-changing (Accessed September 11th 2022)
1000 Logos (2022) ‘Tiktok logo’ Available at: https://1000logos.net/tiktok-logo/ (Accessed September 23rd
2022)
1000 Logos (2022) ‘Youtube logo’ Available at: https://1000logos.net/tiktok-logo/ (Accessed September 23rd
2022)
21. 1000 Logos (2022) ‘Instagram logo’ Available at: https://1000logos.net/tiktok-logo/ (Accessed
September 23rd 2022)
Invedio (2022) ’Top video marketing statistics’ Available at: https://invideo.io/blog/video-marketing-
statistics/ (Accessed September 11th 2022)
Statistica (2022) ‘Working from home UK 2020’ Available at:
https://www.statista.com/statistics/312345/working-from-home-in-the-united-kingdom-levels-
employed-uk-y-on-y/ (Accessed September 11th 2022)
BBC (2020) ‘Retail sales’ Available at: https://www.bbc.co.uk/news/business-52766856 (Accessed
September 21st 2022)
Smart Insights (2019) ‘80% of marketers find influencer marketing effective’ Available at:
https://www.smartinsights.com/online-pr/influencer-marketing-effectiveness/ (Accessed
September 12th 2022)
