![Jens Martensson
Broadbandsearch.net (2023) Available here:
https://www.broadbandsearch.net/blog/internet-
statistics#:~:text=2023%20General%20Internet%20Usage%20Statistics,-
With%20a%20current&text=From%20the%20year%202000%20to,the%20internet%2
0increased%20by%201%2C355%25. (Accessed 10th August 2023)
Flynn J (2023) Zippia. "How Many People Use The Internet? [2023]: 35 Facts
About Internet Usage In America And The World" Zippia.com. Available here:
https://www.zippia.com/advice/how-many-people-use-the-internet/ -
(Accessed 10th August 2023)
Lucidchart.com – Available here: https://www.lucidchart.com/blog/consumer-
decision-making-process - (accessed 17 August 2023)
Referenc
e List
Bigcommerce.com – Available here: https://www.bigcommerce.com/blog/online-
shopping-statistics/ (Accessed 17th August 2023)
Bump P (2023) – Hubspot.om – Available here:
https://blog.hubspot.com/marketing/how-video-consumption-is-
changing#:~:text=In%202023%2C%20people%20are%20watching,should%2
0be%20under%2060%20seconds. (Accessed 17th August 2023)
Kiran J (2023) – Available here: https://reelnreel.com/digital-video-
consumption/ (Accessed 18th August 2023)
Adavelli M (2023) Techjury.com – Available here:
https://techjury.net/blog/video-consumption-statistics/ (Accessed 18th August
2023)](https://image.slidesharecdn.com/assignment2task1-v2-230830125818-43a19f59/85/Assignment-2-Task-1-Consumers-Use-of-Technology-17-320.jpg)
Assignment 2 – Task 1 - Consumers Use of Technology
- 2. Content • Introduction • Access to the Internet • Digital devices used by audiences • How customers search for information • What consumers buy online • Online video consumption • Consumer trends • Additional Thought • Summary • Reference List Dean Clark 2
- 4. Jens Martensson Access to the Internet Global internet access has seen a sharp increase in recent years. Since the year 2000 to 2023 internet access has risen by 1,355% (Broadbandsearch.net, 2023) The increase in internet usage shows no signs of slowing either. “As of 2022, 93% of the US population use the internet, and 85% of Americans use it every day. A further 31% say they’re online almost constantly. Overall, we can expect to see worldwide internet use continue to grow. Countries like China and India are already adopting it in mass, and Africa will likely soon follow.” (Zippia.com) 4 Fig 1. Broadbandsearch.net (2023) (graph)
- 5. Jens Martensson Internet connection speeds have accelerated rapidly in recent decades, and faster speeds allow the internet to play a big part in daily life. The average dial-up internet speed back in 1998 was just 56Kbps. “This tiny connection speed meant that downloading a file could often become a time- consuming process, and streaming music or video wasn’t possible” (Plus.net) The next leap forward came with the arrival of Broadband. “Broadband breathed new life into the internet in the early 2000s by allowing the signal in one line to be split between telephone and internet. This meant users could be online and make phone calls at the same time. It was branded the ‘always on’ internet service. It also came with much faster connection speeds, making it a lot easier to browse the internet and download & send files” (uswitch.com) Fast forward to today, where full fibre connection speeds allow us to stream TV & movies in 4k, work/meet remotely, and shop directly from our sofa. The huge advances in connection speeds have been instrumental in shaping the way we live today. 5 Access to the Internet Fig 2. Statista.com (2023) Taylor P.
- 6. Jens Martensson Digital Devices Used by Audiences 6 The internet began as something only a select few could access, and has since gone on to become accessible on a wide range of devices, available for all budgets. Desktop PCs, laptops, smart TVs, tablets & games consoles to name just a few. Smartphones in particular have seen a monumental rise in usage over recent years. Smartphones are now the overwhelming device of choice for consumers when accessing the internet. According to recent data, mobile phones top the list of the most popular electronics, worldwide. In 2023, almost all (96.8%) consumers own a mobile phone. (Oberlo.com) Fig 3. Oberlo.com (graph)
- 7. Jens Martensson Digital Devices Used by Audiences 7 Today consumers have an assortment of choices when it comes to technology. Perhaps the most telling sign that consumers have fully embraced tech into their everyday lives, is the rise of wearable devices. “According to GlobalData, the wearable technology market was worth nearly $27B in 2019 and is expected to grow by 24.6% each year between 2020 and 2024 to reach $156B” (Medical Device Network 2022) With access to personal health data, a user places great trust in the device, and even follows the guidance and advise that it might offer. Wearable devices allow consumers to be connected 24/7, with access to emails, messages and their favourite apps. Fig 4. medicaldevice-network.com (image)
- 8. Jens Martensson How Consumers Search For Information 8 A key part of the consumers decision making process is searching for information about a product or service. Consumers engage in both internal and external information search and traditionally this might include asking friends or relatives for recommendations. While this is still an important step today, consumers now tend to watch more reviews on platforms such as YouTube, or reading reviews by other verified consumers. Search engines have become a staple for consumers who are looking to find information on almost anything from online shopping to help with navigation. Google processes over 8.5 billion searches every day according to Oberlo.com. The rise of search engines and Google in particular has been a fast one too. “In 1998, Google was processing just over 10,000 search queries per day. In comparison, by the end of 2006, the same amount of searches was processed by Google in a single second. So, in less than a decade, Google went from becoming barely known to an integral part of the everyday life of searchers, all around the world” (Oberlo.com) Fig 5. oberlo.com (image)
- 9. Jens Martensson How Consumers Search For Information 9 With so much choice in the market for consumers, sellers need to ensure that they are making the most of every customer interaction both in person or online. This chart shows a well organised process that aims to engage with consumers at every opportunity from an online perspective. Fig 6. Lucidchart.com (chart)
- 10. Jens Martensson What Consumers Buy Online 10 There isn’t much left that cannot be purchased online, but some category's are more popular than others. In recent years it has become common place for consumers to do their grocery shop, book their vacation, or even purchase a new car online. The scale of online commerce is huge, and the internet has now become one of the most important marketplaces of all. According to a recent study from the US, clothing has become the most popular product for consumers to purchase online. “59% of U.S. shoppers purchased clothing online between Q2 2018 and Q2 2019. With books, movies, music & games, shoes, and consumer electronics falling close behind” (Bigcommerce.com) Fig 7. Bigcommerce.com (image)
- 11. Jens Martensson Online Video Consumption 11 With the rise of online streaming & social media outlets, video consumption has seen a massive leap in popularity. “streaming services such as Netflix, Hulu, and Amazon Prime Video are becoming increasingly popular due to their convenience and low cost compared to cable or satellite television services. This trend is to continue as more people gain access to the internet and these platforms expand their original content offerings. We can expect an increase in user-generated content, as it has become easier for everyday users to create and post videos online, with platforms like YouTube, Vimeo, and Twitch becoming the go-to destination for anyone wanting to watch or upload videos.” (Kiran J. 2023 – ReelinReel.com) Fig 8. Hubspot.com (chart)
- 12. Jens Martensson Online Video Consumption 12 Consumers are turning to video content more and more, with short form videos being the preferred option. Social media has become a source of news, entertainment and shopping for many. “More consumers use social videos to research a brand or product. Often, they make buying decisions based on reviews and demonstrations they’ve watched. 26% of users we surveyed use social video to learn about a product. What’s more, 22% have shopped for products via social video ads in the past three years and that number is expected to continue growing.” (Channelfactory.com 2022) Fig 9. Techjury.com (chart)
- 13. Jens Martensson Consumer Trends 13 Social shopping has seen a sharp rise with consumers of all ages, and this trend shows no sign of slowing any time soon. Shoppers use social media as a trusted advisor in the same way they’d tap Google or a friend’s recommendation before buying something from a brick-and-mortar store or a traditional e-commerce vendor. They might look for more information about a company or product on Instagram or Reddit as part of their buying process, or look into products their existing network recommends. Fig 10. Sproutsocial.com (chart)
- 14. Jens Martensson Consumer Trends 14 Fig 11. Sproutsocial.com (chart)
- 15. Jens Martensson Additional Thought - Is Internet Access a Modern Human Right? 15 The Covid-19 pandemic highlighted the level of dependence modern society has on internet access. During lockdowns, the internet became the only place to contact friends & family or educate children. With bank locations closed, online banking was the only way to access money & it enabled businesses to keep running with a large percentage of employees able to work remotely. So should access to the internet be a right for all? Currently in the UK at least, this isn’t the case. “the UK government should regard Internet access as a basic right. Digital exclusion is a form of social and political exclusion that no society should tolerate” (Merten Reglitz 2020) Fig 12. Birmingham.ac.uk (image)
- 16. Thank You Dean Clark Consumers are more connected than ever before thanks to modern technology. This allows people to conduct more research and make more informed decisions. Businesses must adapt to consumer trends and the ever growing need for a robust online presence, or risk falling behind. Advancements in technology show no signs of slowing, with the rise of Artificial Intelligence (AI) and the continued rise in active internet users, consumers will likely become more and more reliant on technology, in all its forms, in their everyday lives.
- 17. Jens Martensson Broadbandsearch.net (2023) Available here: https://www.broadbandsearch.net/blog/internet- statistics#:~:text=2023%20General%20Internet%20Usage%20Statistics,- With%20a%20current&text=From%20the%20year%202000%20to,the%20internet%2 0increased%20by%201%2C355%25. (Accessed 10th August 2023) Flynn J (2023) Zippia. "How Many People Use The Internet? [2023]: 35 Facts About Internet Usage In America And The World" Zippia.com. Available here: https://www.zippia.com/advice/how-many-people-use-the-internet/ - (Accessed 10th August 2023) Lucidchart.com – Available here: https://www.lucidchart.com/blog/consumer- decision-making-process - (accessed 17 August 2023) Referenc e List Bigcommerce.com – Available here: https://www.bigcommerce.com/blog/online- shopping-statistics/ (Accessed 17th August 2023) Bump P (2023) – Hubspot.om – Available here: https://blog.hubspot.com/marketing/how-video-consumption-is- changing#:~:text=In%202023%2C%20people%20are%20watching,should%2 0be%20under%2060%20seconds. (Accessed 17th August 2023) Kiran J (2023) – Available here: https://reelnreel.com/digital-video- consumption/ (Accessed 18th August 2023) Adavelli M (2023) Techjury.com – Available here: https://techjury.net/blog/video-consumption-statistics/ (Accessed 18th August 2023)
- 18. Jens Martensson Referenc e List Thompson p (2022) Medical Device Network – Available here: https://www.medicaldevice-network.com/sponsored/the-rise-of-wearables- the-future-of-the-mobile-health-market/ (accessed 16th August 2023) Plus.net (2023) The History of the Internet – Available here: https://www.plus.net/broadband/discover/history-of-the-internet/ - (accessed 16th August 2023) Oberlo.com (2023) – Available here: https://www.oberlo.com/blog/google- search- statistics#:~:text=The%20latest%20data%20shows%20that,Internet%20Live %20Stats%2C%202022). (Accessed on 17th August 2023) Merten Reglitz (2020) – Available here: https://www.birmingham.ac.uk/news- archive/2020/internet-access-is-a-necessity-not-a-luxury-it-should-be-a-basic- right (Accessed 19th August 2023) Sproutsocial.com (2022) – Available here: https://sproutsocial.com/insights/data/social-shopping-2022/ (accessed 17th August 2023) Taylor P (2023) Statista.com – Available here: https://www.statista.com/statistics/616210/average-internet-connection- speed-in-the-us/ - (Last accessed on 16th August 2023)