Have you ever thought of how people use technology and how this might reflect on your business?

1. HOW AUDIENCES USE
TECHNOLOGY AND ITS IMPACT
ON THEIR LIVES
EVOLUTION OF DIGITAL MARKETING
Roberta Rosignoli
76767982

2. INTRODUCTION
Over the years technology became an integral part of our
existence. It revolutionized the world we are living in and the way
we approach it, thanks to the Internet we have all the information
we need to our fingerprint.
We connect to internet on a daily basis, from computers, mobile
phones, tablet, smart watches, TV, and also cooking tools that
tell us how to prepare dishes.
Certainly, the internet innovated our lives and it has also made
them easier.

3. “In simple terms, the Internet is a system of communication between computer
networks that allows information (whether it’s text, images, sound, or video) to be
passed from one location to another”
Plusnet plc, 2018, What is the internet and who invented it? Online
WHAT IS THE INTERNET
Fig1. Hoffman, C. (2018) How does the internet work? JPEG

4. “For many years, the Internet was predominantly used by government groups and
scientists,
but in 1995, commercial Internet access started to be sold to consumers”.
Plusnet plc (2018) What is the internet and who invented it? Online
1. From the Dial-up Internet to the Fibre optic broadband
Fig3. EFIRM (2017) Fibre Optic Cable - Role of fiber optic in digital India mission,
JPEG
Fig2. Tech-FAQ, (n.d.) What is a
Dial-Up connection? GIF
EVOLUTION OF
THE INTERNET AND TECHNOLOGIES

5. • ‘80s
1G
FIRST M
OBILE PHO
NE
• ‘90s
2G
FIRST
TEXTING
DEVICES
• 2010
4G
MOBILE
SPEEDS OF
TODAY
• 2020
5G
CONNECTIVE
PLATFORM FOR
IoT
• 2001
3G
BROUGHT
US ONLINE
Fig 6. MyBroadBand
(2015) Mobile phones :
1985-2015, JPEG
Fig 7. (n.d) Netflix Ios
Mobile redesign PNG
Fig 8. Tecchia, M.G.
(2018) Internet of
things, JPEG
Fig 5. MyBroadBand (2015)
Mobile phones : 1985-2015,
JPEG
Fig 4, Italia mobile (2019)
1G, 2G, 3G, 4G, 5G: storia
dell'Internet Mobile. Cosa
cambierà con il 5G? JPEG
2. From the 1G to the 5G

6. WORLD INTERNET USAGE AND POPULATION 2020
World Regions
Population
( 2020 Est.)
Populatio
n
% of
World
Internet
Users
31 Dec
2019
Penetr
ation
Rate
(%
Pop.)
Growth
2000-
2018
Internet
Users %
Africa 1,340,598,447 17.2 % 526,374,930 39.3 % 11,56% 11.5 %
Asia 4,294,516,659 55.1 %
2,300,469,85
9
53.6 % 1,91% 50.3 %
Europe 834,995,197 10.7 % 727,814,272 87.2 % 592% 15.9 %
Latin America / Caribbean 658,345,826 8.5 % 453,702,292 68.9 % 2,41% 10.0 %
Middle East 260,991,690 3.9 % 180,498,292 69.2 % 5,40% 3.9 %
North America 368,869,647 4.7 % 348,908,868 94.6 % 222% 7.6 %
Oceania / Australia 42,690,838 0.5 % 28,775,373 67.4 % 277% 0.6 %
WORLD TOTAL 7,796,615,710 100.0 %
4,574,150,13
4
58.7 % 1,17% 100.0 %
NOTES: (1) Internet Usage and World Population Statistics estimates are for Dec 31, 2019, as of
March 3, 2020. (2) CLICK on each world region name for detailed regional usage information. (3)
Demographic (Population) numbers are based on data from the United Nations Population
Division. (4) Internet usage information comes from data published by Nielsen Online, by
the International Telecommunications Union, by GfK, by local ICT Regulators and other reliable
sources. (5) For definitions, navigation help and disclaimers, please refer to the Website Surfing
Guide. (6) The information from this website may be cited, giving the due credit and placing a
link back to www.internetworldstats.com. Copyright © 2020, Miniwatts Marketing Group. All
rights reserved worldwide.
11.5
50.3
15.9
10
3.9 7.6 0.6
Internet Users %
Africa Asia
Europa Latin America
Middle East North America
Oceania/Australia
Excel Table and Chart 1., created by Roberta Rosignoli with
“Internet word Stats, Internet users estimate stats, Dec 2019”
data

7. WORLD INTERNET USAGE AND POPULATION
2020
0%
100%
200%
300%
400%
500%
600%
11.56% 1.91%
592%
2.41% 5.40%
222% 277%
Growth 2000-2020
Groth 2000-2020
World Penetration rate
58,7%
Chart 2. created by Roberta Rosignoli with“Internet
word Stats, Internet users estimate stats, Dec2019”
data

8. DESKTOP VS. MOBILE VS. TABLET
MARKET SHARE WORLDWIDE
FEB 2019 – FEB2020
• Mobile 51,74%
• Dekstop
45,64%
• Tablet 2,65%
Fig 9. Statcounter GlobalStats (2019) JPEG
DIGITAL DEVICES USED BY AUDIENCE

9. According to the Cisco Annual Internet Report
2018- 2019, “M2M connections will be half of
the global connected devices and connections by
2023.
The share of Machine-To-Machine (M2M)
connections will grow from 33 percent in 2018
to 50 percent by 2023. There will be 14.7 billion
M2M connections by 2023.
Within the M2M connections category (which is
also referred to as IoT), connected home
applications will have the largest share and
connected car will be the fastest growing
application type” Cisco Annual Internet Report,
2018–2023, 2020 online
Fig 10, Cisco Annual Internet Report, 2018–2023, 2020
online
“Nowadays people can access the internet with any device once equipped with appropriate
connectivity”. (Piejko, P. 2015)
DIGITAL DEVICES USED BY AUDIENCE

10. Nowadays for any doubts, question or
recommendation, people turn to the
web.
Consumers check on blogs, websites,
search engines, social media, review
platforms etc…
Web 2.0 - Evolution in the way use
technology: connect and communicate with
other like-minded individuals. Create
HOW CUSTOMERS SEARCH FOR
INFORMATION
Fig 11 Marketing Land (n.d) Social Media Marketing, JPEG
Fig 12 Dada, B. (2017) Unsplash.com
“Have a question? Ask Google!”

11. INFORMATION SEARCH TRENDS
• Google categorizes the ways people
search the web in three ways:
• GO (Navigation queries) when
consumers visit a specific site or
page, looking for something they
already know they know exists
(facebook.com, a brand name etc..)
10% search volume
• KNOW (informational queries)
people looking for answers (how old
is the Queen? What is the time in
NY?) 80% search volume
• DO (Commercial/ transactional
queries) queries driven by an intent
to buy. ( best price gas 2020, best
restaurant with a view in London)
10% search volume
Fig 14. Wikipedia (n.d), JPEG
Fig 15. Masseria Montarato (n.d), PNG
Fig 13. twitter @idealo (n.d), JPEG

12. ONLINE OR OFFLINE
SHOPPING?
Online Shopping
• 57% of consumers prefer to shop
online,
• 31% of consumers prefer visiting the
physical shop,
• 12% of consumers said both ways are
the same for them.
(Bizfeel, Bedgood, L. (2019) 25 Stats on
Consumer Shopping Trends for 2019)
57%31%
12%
Shopping preference
prefer to shop
online
prefer physical
shop
same
Chart 3. created by Roberta Rosignoli with Bedgood, L.
(2019) 25 Stats on Consumer Shopping Trends for 2019
data

13. WHAT CONSUMERS BUY ONLINE
Fig16. Eurostat (2019) Online purchases, EU-28, 2019 PNG
Figure 16 shows that most purchases
involved are:
• clothes and sports goods (65 %)
• travel and holiday accommodation (54 %)
• household goods (46 %),
• tickets for events (41 %)
• books, magazines and newspapers (33 %)
Fewer than one in five e-shoppers bought
computer hardware (17 %), medicines (16 %)
and e-learning material (8 %).
Eurostat (n.d.), Ecommerce statistics for
individuals

14. ONLINE VIDEO CONSUMPTION
• According to the Zenith’s data, the
amount of time spent watching
online video has grown at an
average rate of 32% per year
between 2013 and 2018.
• “This fast-expanding supply of
audiences is fuelling rapid growth
in demand from advertisers,
making online video the fastest-
growing digital channel by
advertising expenditure” said
Barnard, J. Head of Forecasting at
Zenith.
84
100
75
80
85
90
95
100
105
Daily minutes spent watching online video
Global online video viewing
2019 2021
Chart 4. created by Roberta Rosignoli with
Zenith Data “online video viewing to reach 100 minutes a day
in 2021 data

15. ONLINE VIDEO SUCCESS
A combination of music, images & messages
• EASIER to consume that reading
• More ENGAGING than pictures and music
 “Amplifies advertisers’ ability to reach
consumers with high-impact brand building ads”
James, M. (2019) Zenith
Fig 16. and 17. Gify.com (n.d)

16. ONLINE VIDEO:
FROM TRADITIONAL MEDIA TO DIGITAL MEDIA
Fig18. Felix 2020 Online Video Consumption Statistics
81
70
63
49
0
20
40
60
80
100
Video Lenght
The Larger the screen,
the longer the content
Smart TVs Tablets Dekstop Mobiles
• Streaming (Amazon, Netflix, Apple Tv)
• Social video (Youtube tutorials, Social
Media fun entertainment, finding
news, keep up with friends)
• Video marketing (in-stream / out-
stream video, augmented reality)
Felix (2020) Online video consumption statistics
Chart 5. created by Roberta Rosignoli with USC Marchall data

17. CONSUMER TRENDS
CUSTOMER DECISION JOURNEY
PROBLEM
RECOGNITION
(car is broken)
EVALUATION OF
ALTERNATIVES
(Shall I fix the car or buy a
new car, would a motor bike
be better?)
POST PURCHASE
EVALUATION/
BEHAVIORS
(return item)
INFORMATION
SEARCH
(how much does a new car
cost?)
PURCHASE
Theory
Complications
Chart 6. created by Roberta Rosignoli with Fig17. Felix 2020 Online
Video Consumption Statistics data

18. CONSUMER TRENDS
FROM CONSUMER TO PROSUMER
Fig19.Abbà, M. (2018) Prosumer: definizione ed esempi JPEG
Fig 20. Natella, S. (2020) Chiara Ferragni Oreo edizione limitata,
scoppia la polemica: ecco quanto costano JPEG

19. SUMMARY
• The internet and the new technologies gave consumers the tools to be more
informed and to interact with other people around the world. They want to
access the internet faster and more frequently and they have learnt how to filter
out relevant items and how to block out what is irrelevant. Users are posting
their opinion online for all to see, and are consulting the opinion of their online
peers before making purchasing decisions.
• Digital technology has shifted the balance of power in favour of the consumers,
they are getting increasingly involved in the creation of products and services
they purchase and social media has a large role to play on it (Ryan, D 2015, 14-
16).
• Because of all these new challenges, if marketers want to connect with
consumers they must change and adapt their approach, take advantage of
marketing technologies, advertising, social media influencers. They must also
gather consumers’ data and feedback to target the correct audience and gain
new customers, they cannot limit to push information out to them as they used

20. REFERENCE LIST
Ryan, D., 2015. In Understanding of Digital Marketing 3rd Edition, Kogan Page London, Philadelphia, New Delhi, pp. pp. 14-16
Plusnet plc writer, 2018, What is the internet and who invented it? [Online]
Available at: https://www.plus.net/home-broadband/content/history-of-the-internet/ [Access 19.03.2020]
Stojanov, Z., 2017, The 6 Main Ways Technology Impacts Your Daily Life [Online]
Available at: https://tech.co/6-main-ways-technology-impacts-daily-life-2017-02 [Access 19.03.2020]
Piejko, P. 2015, Which Type of devices have browsers? [Online]
Available at: https://deviceatlas.com/blog/which-devices-have-browsers [Access 19.03.2020]
Owaida, A. 2019 How concerned are you about the privacy challenges of your IoT devices [Online]
Available at: https://cybersecurityreviews.net/2019/10/10/how-concerned-are-you-about-the-privacy-challenges-of-your-iot-devices/
[Access 19.03.2020]
Cisco, 2020, Cisco Annual Internet Report, (2018–2023) White Paper [Online]
Available at: https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-
741490.html [Access 20.03.2020]
Eurostat (n.d.), Ecommerce statistics for individuals, Internet users who bought or ordered goods or services for private use in
the previous 12 months, by age group, EU-28, 2009-2019 [Online]
Available at: https://ec.europa.eu/eurostat/statistics-explained/index.php/E-
commerce_statistics_for_individuals#Most_popular_online_purchases [Access 20.03.2020]

21. REFERENCE LIST
Miller, M. (N.D.) Understanding How People Search The Web, Bowlerhat.co.uk [Online]
Available at: https://www.bowlerhat.co.uk/understanding-how-people-search-the-web [Access 20/0372020]
Joanna, C (2020) Video Marketing statistics to know for 2020 [Online]
Available at: https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/ [Access
21.03.2020]
Zenith Media (2019), Zenith Data “online video viewing to reach 100 minutes a day in 2021 [Online]
Available at: https://www.zenithmedia.com/online-video-viewing-to-reach-100-minutes-a-day-in-2021/ [Access 21.03.2020]
Felix (2020) Online video consumption statistics
Available at: https://millennialstudios.co.uk/blog/online-video-consumption-statistics/ [Access 21.03.2020]
Genelius (2010) The Shift from CONsumers to PROsumers, Forbes [Online]
Available at: https://www.forbes.com/sites/work-in-progress/2010/07/03/the-shift-from-consumers-to-
prosumers/#6c25528433df/ [Access 21.03.2020]
USC Marchall, n.d. University of Southern California [Online]
Available at: https://www.consumerpsychologist.com/cb_Decision_Making.html [Access 23.03.2020]