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How Consumers Use Technology

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The document discusses the evolution of digital marketing and its impact on consumer behavior due to advancements in technology, emphasizing the importance for brands to adapt to the changing landscape. It highlights trends in internet usage, mobile device prevalence, and consumer search behavior, underscoring the shift towards mobile-responsive marketing strategies. Additionally, it notes the rise of e-commerce and shifts in consumer expectations regarding sustainability and personalized marketing interactions.

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(Warrell, 2019) EVOLUTION OF DIGITAL MARKETING JULY 2020
(Beccari, 2016) Advancements in technology is shaping the digital evolution with each passing year, changing consumer behaviour. As technology evolves, so too does the way consumers think, learn, communicate and interact not only with one another but also with brands. Through gaining insight into current trends, we begin to understand the modern consumer. To cultivate sustainable relevancy, brands will recognise how their marketing mix needs to place a focus on today’s modern consumer within the current digital landscape. INTRODUCTION.
HISTORY OF THE INTERNET. @ www www 1960’s Concept of the internet was born 1970’s Email was born 1980’s First domain name introduced, speed of the internet was developed 1990’s Launch of first website. Internet became worldwide - multiple websites and online systems 2000’s iPod launched and later the iPhone - birth of smartphone era 2000’s+ 2015 - 5 billion connected devices
ON A GLOBAL SCALE, WE ARE CONNECTED MORE THAN EVER Access to the digital landscape has penetrated globally. Figure 1 represents 2019 internet use by region, comparing internet users to population (We Are Social, 2020). DIGITAL DEVICES USED BY AUDIENCES. Figure 1. Hootsuite and We are Social, 2020.
DIGITAL DEVICES USED BY AUDIENCES. Now, 59% of the global population is connected to the internet with roughly two-thirds of the population connected via mobile devices (We Are Social, 2020). 7.77 3.81 BILLION 4.57 59% BILLION PENETRATION BILLION 66% 49% 5.16 BILLION PENETRATION PENETRATION ON A GLOBAL SCALE, AS AT APRIL 2020 ACTIVE SOCIAL MEDIA USERS GLOBAL POPULATION ACTIVE INTERNET USERS UNIQUE MOBILE USERS
DIGITAL DEVICES USED BY AUDIENCES. Trends suggest that global social media use will reach 50% penetration before the end of 2020, highlighting the increasing demand for instant communication (We Are Social, 2020). YEAR ON YEAR GROWTH APRIL 2019 – APRIL 2020 ACTIVE SOCIAL MEDIA USERS GLOBAL POPULATION +1.1% +82 MILLION +8.7% +304 MILLION ACTIVE INTERNET USERS +7.1% +301 MILLION UNIQUE MOBILE USERS +2.5% +128 MILLION
Smartphone Laptop Tablet Desktop PC None Other TV Set Notebook 10% 20% 30% 40% 50% 60% 70% 60% 16% 12% 8% 1% 1%0% 0% DIGITAL DEVICES USED BY AUDIENCES. Smartphones have overtaken desktops to become the most important device used to access the internet. To maintain market relevance, brands need to be mobile responsive. DATA FROM A 2020 UK SURVEY REVEAL CONSUMER’S MOST IMPORTANT DEVICE USED TO CONNECT TO THE INTERNET AT HOME OR ELSEWHERE (STATISTA, 2020) 2419 RESPONDENTS AGE GROUP 16+
TIME SPENT ONLINE In 2019 we spent 6 hours and 42 minutes online each day with close to half of that on a mobile device. Over one year, equates to more than 100 days of online time for every internet user (We Are Social, 2020). DIGITAL DEVICES USED BY AUDIENCES. 6hours42minutes 2019
(Urena, 2017)(Karimov, 2020) (LeFebvre, 2018) DIGITAL DEVICES USED BY AUDIENCES. MACHINE-TO-MACHINE M2M AND THE INTERNET OF THINGS IoT The evolution of M2M and IoT has enabled consumers to be more connected than ever, changing consumer behaviour while increasing opportunities for personalised data driven marketing communications. (Palmer, 2019)
HOW CONSUMERS SEARCH FOR INFORMATION. SEARCH ENGINE MARKET SHARE WORLDWIDE Google bing Yahoo! Baidu Other 20% 40% 60% 80% 100% Yandex Ru 91.86% 2.73% 2.37% 1.17% 0.43% 1.44% As at May 2020, Google dominates search engine platforms (StatCounter Global Stats, 2020).
DO. GO. KNOW. ACCORDING TO GOOGLE. Search queries can be classified under three categories (Taylor, 2018).
Looking to achieve a specific action. Examples include: – Purchasing a specific product – Booking a service DO. TRANSACTIONAL QUERY 10% of search queries (Deluvio, 2018)
GO. NAVIGATIONAL QUERY Typically brand or known entity queries looking to go to a specific website or location. Examples include: – Searching for Adidas 10% of search queries (Graf, 2017)
KNOW. INFORMATIONAL QUERY Almost always informational in intent. User wanting to learn about a particular subject. Know queries are linked to micro-moments. Examples include: – “How to make cheese pizza” – “Why is the sky blue” 90% of search queries (Guay, 2016)
HOW CONSUMERS SEARCH FOR INFORMATION. Data collected from a 2020 survey conducted by We Are Social reveals that collectively, on average, over 41% of respondees search by voice (We Are Social, 2020). 16 - 24 = 51% 25 - 34 = 50% 35 - 44 = 44% 45 - 54 = 35% 55 - 64 = 26%
Podcasts Reviews/Testimonials Blogs Ebooks Webinar Video Social Media Influencers/Prosumers Online Tools i.e. price comparison Visual Search Google Lens Web Search Engine ‘Similar searches’ ‘Near Me’ – localised SEO AI – Voice Search Chatbots Apps ... and more. HOW CONSUMERS SEARCH FOR INFORMATION.
WHAT HAPPENS ON THE INTERNET IN ONE MINUTE... 2018 2019 Figure 2: Desjardins, J. (2019). What Happens in an Internet Minute. Comparing online activity between 2018 and 2019, Figure 2 reveals what happens on the internet every 60 seconds (Desjardins, J. 2019). For businesses to cultivate sustainable relevancy, it’s important to recognise what their audience is doing.
2017 2018 2019 2020* 2021* 2022* 2022* $2.382 $2.928 $3.535 $4.206 $4.927 $5.695 $6.542 2,500 5,000 7,500 GLOBAL E-COMMERCE SALES GROWTH IN TRILLION USD Global e-commerce sales growth suggests we will reach over $6 trillion within 2 years (Lipsman, 2019) excluding travel, event tickets, bill pay and gambling. WHAT CONSUMERS BUY ONLINE. *Marks forecast.
ON A GLOBAL SCALE The digital buyer penetration is expected to surpass 65% of internet users by 2021, forcing the businesses to evolve and expand (Statista, 2017). (Hume, 2018) WHAT CONSUMERS BUY ONLINE.
63%RESULTS FROM A GOOGLE SURVEY OF AMERICANS AGED 13 – 70 No two consumer journeys are the same. The majority of responders from a survey reveal their shopping begins online (Google/ Ipsos, 2017), disrupting traditional retail while presenting opportunity for e-commerce. OF SHOPPING BEGINS ONLINE WHAT CONSUMERS BUY ONLINE.
Australia’s e-commerce activity throughout 2019 attributed to 11.3 % of total retail spend, up 17.5%, (2020 eCommerce industry report, 2020), continuing an upward trend. DATA PUBLISHED BY AUSTRALIA POST REVEALS AUSTRALIAN CONSUMERS ONLINE SPENDING BEHAVIOUR TOTAL RETAIL SPEND BILLION BILLION TOTAL ECOMMERCE SPEND $282.8 $32 WHAT CONSUMERS BUY ONLINE.
6.9% VARIETY STORE 35.5% + 22.3% + 21.0% + 10.5% + 12.4% + 7.3% + 6.1% + 9.4% YOY GROWTH SHARE OF PURCHASES 27.2% 10.6% 8.3% 7.0% 4.5% FASHION/ APPAREL HOME/ GARDEN BEAUTY/ HEALTH MEDIA HOBBIES/ RECREATIONAL LIQUOR/ FOOD WHAT CONSUMERS BUY ONLINE. PROVIDING INSIGHT INTO AUSTRALIANS E-COMMERCE PURCHASES THROUGHOUT 2019 (2020 ECOMMERCE INDUSTRY REPORT, 2020), AUSTRALIA POST SEGMENT CONSUMER BEHAVIOUR.
Consumers expect transparency from brands. One survey revealed consumers attitude towards sustainability when making purchases in the fashion industry (The BigCommerce Blog, 2020). THE CONSCIOUS CONSUMER WITH INFORMED CHOICES WANT INCREASED SUSTAINABILITY WITHIN THE FASHION INDUSTRY WANT TO SEE LESS PACKAGING 50% 75% WHAT CONSUMERS BUY ONLINE.
ONLINE VIDEO CONSUMPTION. 67minutes 84minutes 100+minutes* 2018 2019 2021 AVERAGE PERSON’S DAILY VIDEO CONSUMPTION Online video growth, boosted by: - Improved mobile display - Improved quality of mobile devices - Faster mobile data connection - Streaming sites - Spread of connected TV sets (Zenith, 2019).
More than one-third of all internet users use YouTube, making it the most popular video site. Close to 5 billion videos are watched every day and users upload 500 hours of video every minute. Listed are the most popular categories globally (TechJury, 2019). ONLINE VIDEO CONSUMPTION. 1. 2. 3. 4. COMEDY MUSIC POP CULTURE HOW TO YOUTUBE IS THE MOST POPULAR VIDEO SITE WITH OVER 2 BILLION USERS
ONLINE VIDEO CONSUMPTION. OF GLOBAL INTERNET TRAFFIC WILL COME FROM VIDEO STREAMING AND DOWNLOADS 54%82% OF CONSUMERS WANT TO SEE MORE VIDEO CONTENT FROM BRANDS/ BUSINESSES THEY SUPPORT 2022 BY (White paper Cisco public Cisco Annual Internet Report, 2018) (Mohsin, 2019)
VOICE SEARCH AUGMENTED REALITY VISUAL SEARCH CHAT BOT VIRTUAL ASSISTANT Embedded in phones (Siri) or stand-alone (Alexa) AI chatbots provide 24/7 service. i.e. Google LensVirtually try before you buy Replacing keyboard and manual processes CONSUMER TRENDS. HOW WE SEARCH FOR INFORMATION CONTINUES TO EVOLVE, QUICKLY CHANGING CONSUMER BEHAVIOUR
CONSUMER TRENDS. RISE OF SOCIAL MEDIA PLATFORMS OPENS NEW COMMUNICATION CHANNELS Social media platforms and live chat place brand right in front of consumers opening new avenues for brands to interact with consumers. (Bennett, 2018)
CONSUMER TRENDS. COVID-19 IS CHANGING CONSUMER BEHAVIOUR WITH REPORTED INCREASE IN TIME SPENT ON DEVICES As at April 2020, results from a digital survey reveal people are spending more time with digital devices since the pandemic began (We Are Social. 2020). Item Male Female Smartphone/Mobile Phone 74% 79% Laptop 45% 45% SMart TV/Media Streaming Device 36% 32% PC/Desktop Computer 37% 26% Tablet 19% 25% Games Console 26% 13% Smart Speaker 12% 10% Smart Watch 7% 6%
CONSUMER TRENDS. CONTINUING BEHAVIOURS POST-PANDEMICPOST-PANDEMIC With an amount of time spent online, Figure 3 reveals the percentage of internet users who expect to continue with their new behaviours, even after the pandemic ends (We Are Social. 2020). Figure 3. Hootsuite and We are Social, 2020.
Technology has become an integral part of consumers lives, fundamentally shaping the way we think, learn, communicate and interact. As technology evolves, it becomes increasingly entwined within our everyday lives. The barriers that once existed between consumer and brand have broken and, as a result, has placed the power in the consumer’s hands. To forge a deeper connection with their target audience, brands can capitalise on the power of technology by focusing on the digital landscape within their Marketing Mix. SUMMARY. (Beccari, 2016)
Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017, Available at: https://www. thinkwithgoogle.com/feature/path-to-purchase- search-behavior/ Beccari, F. (2016). Lights over City.  Photograh. Unsplash. Available at: https://unsplash.com/photos/ ahi73ZN5P0Y/info [Accessed 21 Jul. 2020]. Bennett, T. (2018). Social Media. Photograph. Unsplash. Available at: https://unsplash.com/photos/OwvRB- M3GwE [Accessed 21 Jul. 2020]. Clement, J. (2019). Global digital population 2019 | Statistic. [online] Statista. Available at: https://www. statista.com/statistics/617136/digital-population- worldwide/. Deluvio, C. (2018). Shopping Online. Photograph. Unsplash. Available at: https://unsplash. com/photos/ZQ1TGdfXOkE [Accessed 9 Jul. 2020]. Desjardins, J. (2019). What Happens in an Internet Minute in 2019? Image. Visual Capitalist. Available at: https:// www.visualcapitalist.com/what-happens-in-an- internet-minute-in-2019/ [Accessed 9 Jul 2020]. eCommerce Industry Report. (2020). [online] Available at: https://auspost.com.au/content/dam/auspost_corp/ media/documents/ecommerce-update.pdf. Graf, T. (2017). Setting sun in the West. Photograph. Unsplash. Available at: https://unsplash.com/photos/ ErO0E8wZaTA [Accessed 9 Jul. 2020]. Guay, M. (2016). Tablet on a newspaper. Photograph. Unsplash. Available at: https://unsplash.com/photos/ Q7wDdmgCBFg [Accessed 9 Jul. 2020]. Hootsuite and We are Social. 2020. Digital in 2019. [ONLINE] Available at: https://wearesocial.com/global- digital-report-2019. [Accessed 1 July 2020]. Hume, C. (2018.). Work Flow. Photograph. Unsplash. Available at: https://unsplash.com/photos/ Hcfwew744z4 [Accessed 9 Jul. 2020]. Illg, N. (2019). Clean colorful setup. Photograph. Unsplash. Available at: https://unsplash. com/photos/zEBqF_E2FIY/info [Accessed 9 Jul. 2020]. Karimov, I. (2020). White Controller. Photograph.  Unsplash. Available at: https://unsplash.com/photos/ AGf_KACMHJ8 [Accessed 9 Jul. 2020]. LeFebvre, D. (2018.). Grey Nest. Photograph. Available at: https://unsplash.com/photos/RFAHj4tI37Y [Accessed 9 Jul. 2020]. Lipsman, A. (2019). Global Ecommerce 2019. [online] eMarketer. Available at: https://www.emarketer.com/ content/global-ecommerce-2019. Mohsin, M. (2019). 10 Video Marketing Statistics for 2019  [Infographic]. [online] Oberlo. Available at: https:// au.oberlo.com/blog/video-marketing-statistics [Accessed 21 Aug. 2019]. Palmer, P. (2019.). Porsche Macan Interior. Photograph. Unsplash. Available at: https://unsplash.com/photos/ SeVVHQMmeQ4 [Accessed 9 Jul. 2020]. Robin Warrell, (2018), Person Holding Phone. Photograph. Unsplash. Available at: https://unsplash.com/photos/ FPt10LXK0cg/info [Accessed 2 July 2020]. StatCounter Global Stats. (2019). Search Engine Market Share Worldwide | StatCounter Global Stats. [online] Available at: https://gs.statcounter.com/search-engine- market-share. Statista. (2017). Global digital buyer reach 2021. [online] Available at: https://www.statista.com/ statistics/261676/digital-buyer-penetration-worldwide [Accessed 15 Jul. 2020]. Statista. 2020. Global digital population as of April 2020. [ONLINE] Available at: https://www.statista. com/statistics/617136/digital-population-worldwide/. [Accessed 2 July 2020]. Statscounter Global Stats. 2020. Desktop vs Mobile vs Tablet Market Share Worldwide. [ONLINE] Available at: https://gs.statcounter.com/platform-market-share/ desktop-mobile-tablet. [Accessed 1 July 2020]. Taylor, D. (2018). How People Search: Understanding User Intent. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/seo-101/how- people-search/ [Accessed 16 Jul. 2020]. TechJury. (2019). 73+ YouTube Statistics Everyone Should Know in 2020. [online] Available at: https://techjury.net/ blog/youtube-statistics/ [Accessed 19 Jul. 2020]. The BigCommerce Blog. (2020). Top 14 Ecommerce Trends in 2020 (+ Industry Experts’ Insight). [online] Available at: https://www.bigcommerce.com.au/blog/ ecommerce-trends/#14-ecommerce-trends-leading- the-way [Accessed 20 Jul. 2020]. Urena, A. (2017). Small portrait of organized gadgets on my couch. Photograph. Unsplash. Available at: https:// unsplash.com/photos/V7UoMNWsYsg [Accessed 9 Jul. 2020]. Warrell, R. (2019). Person Holding Phone. Photograph. Unsplash. Available at: https://unsplash.com/photos/ FPt10LXK0cg/info [Accessed 2 Jul. 2020]. We Are Social. (2020). Digital around the world in April 2020. [online] Available at: https://wearesocial.com/ blog/2020/04/digital-around-the-world-in-april-2020. We Are Social. (2020). Digital 2020. [online] Available at: https://wearesocial.com/digital-2020. White paper Cisco public Cisco Annual Internet Report. (2018). [online] Available at: https://www.cisco.com/c/ en/us/solutions/collateral/executive-perspectives/ annual-internet-report/white-paper-c11-741490.pdf. Zenith. (2019). 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/ [Accessed 25 Feb. 2020]. REFERENCES.

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How Consumers Use Technology

  • 2. (Beccari, 2016) Advancements in technology is shaping the digital evolution with each passing year, changing consumer behaviour. As technology evolves, so too does the way consumers think, learn, communicate and interact not only with one another but also with brands. Through gaining insight into current trends, we begin to understand the modern consumer. To cultivate sustainable relevancy, brands will recognise how their marketing mix needs to place a focus on today’s modern consumer within the current digital landscape. INTRODUCTION.
  • 3. HISTORY OF THE INTERNET. @ www www 1960’s Concept of the internet was born 1970’s Email was born 1980’s First domain name introduced, speed of the internet was developed 1990’s Launch of first website. Internet became worldwide - multiple websites and online systems 2000’s iPod launched and later the iPhone - birth of smartphone era 2000’s+ 2015 - 5 billion connected devices
  • 4. ON A GLOBAL SCALE, WE ARE CONNECTED MORE THAN EVER Access to the digital landscape has penetrated globally. Figure 1 represents 2019 internet use by region, comparing internet users to population (We Are Social, 2020). DIGITAL DEVICES USED BY AUDIENCES. Figure 1. Hootsuite and We are Social, 2020.
  • 5. DIGITAL DEVICES USED BY AUDIENCES. Now, 59% of the global population is connected to the internet with roughly two-thirds of the population connected via mobile devices (We Are Social, 2020). 7.77 3.81 BILLION 4.57 59% BILLION PENETRATION BILLION 66% 49% 5.16 BILLION PENETRATION PENETRATION ON A GLOBAL SCALE, AS AT APRIL 2020 ACTIVE SOCIAL MEDIA USERS GLOBAL POPULATION ACTIVE INTERNET USERS UNIQUE MOBILE USERS
  • 6. DIGITAL DEVICES USED BY AUDIENCES. Trends suggest that global social media use will reach 50% penetration before the end of 2020, highlighting the increasing demand for instant communication (We Are Social, 2020). YEAR ON YEAR GROWTH APRIL 2019 – APRIL 2020 ACTIVE SOCIAL MEDIA USERS GLOBAL POPULATION +1.1% +82 MILLION +8.7% +304 MILLION ACTIVE INTERNET USERS +7.1% +301 MILLION UNIQUE MOBILE USERS +2.5% +128 MILLION
  • 7. Smartphone Laptop Tablet Desktop PC None Other TV Set Notebook 10% 20% 30% 40% 50% 60% 70% 60% 16% 12% 8% 1% 1%0% 0% DIGITAL DEVICES USED BY AUDIENCES. Smartphones have overtaken desktops to become the most important device used to access the internet. To maintain market relevance, brands need to be mobile responsive. DATA FROM A 2020 UK SURVEY REVEAL CONSUMER’S MOST IMPORTANT DEVICE USED TO CONNECT TO THE INTERNET AT HOME OR ELSEWHERE (STATISTA, 2020) 2419 RESPONDENTS AGE GROUP 16+
  • 8. TIME SPENT ONLINE In 2019 we spent 6 hours and 42 minutes online each day with close to half of that on a mobile device. Over one year, equates to more than 100 days of online time for every internet user (We Are Social, 2020). DIGITAL DEVICES USED BY AUDIENCES. 6hours42minutes 2019
  • 9. (Urena, 2017)(Karimov, 2020) (LeFebvre, 2018) DIGITAL DEVICES USED BY AUDIENCES. MACHINE-TO-MACHINE M2M AND THE INTERNET OF THINGS IoT The evolution of M2M and IoT has enabled consumers to be more connected than ever, changing consumer behaviour while increasing opportunities for personalised data driven marketing communications. (Palmer, 2019)
  • 10. HOW CONSUMERS SEARCH FOR INFORMATION. SEARCH ENGINE MARKET SHARE WORLDWIDE Google bing Yahoo! Baidu Other 20% 40% 60% 80% 100% Yandex Ru 91.86% 2.73% 2.37% 1.17% 0.43% 1.44% As at May 2020, Google dominates search engine platforms (StatCounter Global Stats, 2020).
  • 11. DO. GO. KNOW. ACCORDING TO GOOGLE. Search queries can be classified under three categories (Taylor, 2018).
  • 12. Looking to achieve a specific action. Examples include: – Purchasing a specific product – Booking a service DO. TRANSACTIONAL QUERY 10% of search queries (Deluvio, 2018)
  • 13. GO. NAVIGATIONAL QUERY Typically brand or known entity queries looking to go to a specific website or location. Examples include: – Searching for Adidas 10% of search queries (Graf, 2017)
  • 14. KNOW. INFORMATIONAL QUERY Almost always informational in intent. User wanting to learn about a particular subject. Know queries are linked to micro-moments. Examples include: – “How to make cheese pizza” – “Why is the sky blue” 90% of search queries (Guay, 2016)
  • 15. HOW CONSUMERS SEARCH FOR INFORMATION. Data collected from a 2020 survey conducted by We Are Social reveals that collectively, on average, over 41% of respondees search by voice (We Are Social, 2020). 16 - 24 = 51% 25 - 34 = 50% 35 - 44 = 44% 45 - 54 = 35% 55 - 64 = 26%
  • 16. Podcasts Reviews/Testimonials Blogs Ebooks Webinar Video Social Media Influencers/Prosumers Online Tools i.e. price comparison Visual Search Google Lens Web Search Engine ‘Similar searches’ ‘Near Me’ – localised SEO AI – Voice Search Chatbots Apps ... and more. HOW CONSUMERS SEARCH FOR INFORMATION.
  • 17. WHAT HAPPENS ON THE INTERNET IN ONE MINUTE... 2018 2019 Figure 2: Desjardins, J. (2019). What Happens in an Internet Minute. Comparing online activity between 2018 and 2019, Figure 2 reveals what happens on the internet every 60 seconds (Desjardins, J. 2019). For businesses to cultivate sustainable relevancy, it’s important to recognise what their audience is doing.
  • 18. 2017 2018 2019 2020* 2021* 2022* 2022* $2.382 $2.928 $3.535 $4.206 $4.927 $5.695 $6.542 2,500 5,000 7,500 GLOBAL E-COMMERCE SALES GROWTH IN TRILLION USD Global e-commerce sales growth suggests we will reach over $6 trillion within 2 years (Lipsman, 2019) excluding travel, event tickets, bill pay and gambling. WHAT CONSUMERS BUY ONLINE. *Marks forecast.
  • 19. ON A GLOBAL SCALE The digital buyer penetration is expected to surpass 65% of internet users by 2021, forcing the businesses to evolve and expand (Statista, 2017). (Hume, 2018) WHAT CONSUMERS BUY ONLINE.
  • 20. 63%RESULTS FROM A GOOGLE SURVEY OF AMERICANS AGED 13 – 70 No two consumer journeys are the same. The majority of responders from a survey reveal their shopping begins online (Google/ Ipsos, 2017), disrupting traditional retail while presenting opportunity for e-commerce. OF SHOPPING BEGINS ONLINE WHAT CONSUMERS BUY ONLINE.
  • 21. Australia’s e-commerce activity throughout 2019 attributed to 11.3 % of total retail spend, up 17.5%, (2020 eCommerce industry report, 2020), continuing an upward trend. DATA PUBLISHED BY AUSTRALIA POST REVEALS AUSTRALIAN CONSUMERS ONLINE SPENDING BEHAVIOUR TOTAL RETAIL SPEND BILLION BILLION TOTAL ECOMMERCE SPEND $282.8 $32 WHAT CONSUMERS BUY ONLINE.
  • 22. 6.9% VARIETY STORE 35.5% + 22.3% + 21.0% + 10.5% + 12.4% + 7.3% + 6.1% + 9.4% YOY GROWTH SHARE OF PURCHASES 27.2% 10.6% 8.3% 7.0% 4.5% FASHION/ APPAREL HOME/ GARDEN BEAUTY/ HEALTH MEDIA HOBBIES/ RECREATIONAL LIQUOR/ FOOD WHAT CONSUMERS BUY ONLINE. PROVIDING INSIGHT INTO AUSTRALIANS E-COMMERCE PURCHASES THROUGHOUT 2019 (2020 ECOMMERCE INDUSTRY REPORT, 2020), AUSTRALIA POST SEGMENT CONSUMER BEHAVIOUR.
  • 23. Consumers expect transparency from brands. One survey revealed consumers attitude towards sustainability when making purchases in the fashion industry (The BigCommerce Blog, 2020). THE CONSCIOUS CONSUMER WITH INFORMED CHOICES WANT INCREASED SUSTAINABILITY WITHIN THE FASHION INDUSTRY WANT TO SEE LESS PACKAGING 50% 75% WHAT CONSUMERS BUY ONLINE.
  • 24. ONLINE VIDEO CONSUMPTION. 67minutes 84minutes 100+minutes* 2018 2019 2021 AVERAGE PERSON’S DAILY VIDEO CONSUMPTION Online video growth, boosted by: - Improved mobile display - Improved quality of mobile devices - Faster mobile data connection - Streaming sites - Spread of connected TV sets (Zenith, 2019).
  • 25. More than one-third of all internet users use YouTube, making it the most popular video site. Close to 5 billion videos are watched every day and users upload 500 hours of video every minute. Listed are the most popular categories globally (TechJury, 2019). ONLINE VIDEO CONSUMPTION. 1. 2. 3. 4. COMEDY MUSIC POP CULTURE HOW TO YOUTUBE IS THE MOST POPULAR VIDEO SITE WITH OVER 2 BILLION USERS
  • 26. ONLINE VIDEO CONSUMPTION. OF GLOBAL INTERNET TRAFFIC WILL COME FROM VIDEO STREAMING AND DOWNLOADS 54%82% OF CONSUMERS WANT TO SEE MORE VIDEO CONTENT FROM BRANDS/ BUSINESSES THEY SUPPORT 2022 BY (White paper Cisco public Cisco Annual Internet Report, 2018) (Mohsin, 2019)
  • 27. VOICE SEARCH AUGMENTED REALITY VISUAL SEARCH CHAT BOT VIRTUAL ASSISTANT Embedded in phones (Siri) or stand-alone (Alexa) AI chatbots provide 24/7 service. i.e. Google LensVirtually try before you buy Replacing keyboard and manual processes CONSUMER TRENDS. HOW WE SEARCH FOR INFORMATION CONTINUES TO EVOLVE, QUICKLY CHANGING CONSUMER BEHAVIOUR
  • 28. CONSUMER TRENDS. RISE OF SOCIAL MEDIA PLATFORMS OPENS NEW COMMUNICATION CHANNELS Social media platforms and live chat place brand right in front of consumers opening new avenues for brands to interact with consumers. (Bennett, 2018)
  • 29. CONSUMER TRENDS. COVID-19 IS CHANGING CONSUMER BEHAVIOUR WITH REPORTED INCREASE IN TIME SPENT ON DEVICES As at April 2020, results from a digital survey reveal people are spending more time with digital devices since the pandemic began (We Are Social. 2020). Item Male Female Smartphone/Mobile Phone 74% 79% Laptop 45% 45% SMart TV/Media Streaming Device 36% 32% PC/Desktop Computer 37% 26% Tablet 19% 25% Games Console 26% 13% Smart Speaker 12% 10% Smart Watch 7% 6%
  • 30. CONSUMER TRENDS. CONTINUING BEHAVIOURS POST-PANDEMICPOST-PANDEMIC With an amount of time spent online, Figure 3 reveals the percentage of internet users who expect to continue with their new behaviours, even after the pandemic ends (We Are Social. 2020). Figure 3. Hootsuite and We are Social, 2020.
  • 31. Technology has become an integral part of consumers lives, fundamentally shaping the way we think, learn, communicate and interact. As technology evolves, it becomes increasingly entwined within our everyday lives. The barriers that once existed between consumer and brand have broken and, as a result, has placed the power in the consumer’s hands. To forge a deeper connection with their target audience, brands can capitalise on the power of technology by focusing on the digital landscape within their Marketing Mix. SUMMARY. (Beccari, 2016)
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