British Academy of Digital Marketing.

1. HOW
AUDIENCES
USE
TECHNOLOGY
AND ITS
IMPACT ON
THEIR LIVES.
EMILY GORVETT

2. INTRODUCTION
1950’s
1960’s
1980’s 1990’s Present
1950’s 1970’s
70 years of technology – A brief history 1950’s - Computers were big machines
specifically designed for military purposes.
1960’s – Started integrating transistors and
circuit chips which were important hardware.
1970’s – The introduction of “household
computer” mainly for finance, storing data
and organizing files.
1980’s – Portable computers were introduced,
this opened new opportunity for work,
education, and entertainment.
1990’s – First smart phone, The Simon
Personal communicator was developed by
IBM to email, call and fax.
Present – An array of compact and integrated
smart devices which allow users to stream
services, connect to the internet and video call
anywhere in the world all with ease.

3. ACCESS TO THE INTERNET
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Africa
Americas
Arab States
Asia/Pacific
Commonwealth
Europe
2019 2005
Worldwide internet users by region in
2005 vs 2019
Wkipedia, 2022

4. DIGITAL DEVICES USED BY AUDIENCES
7.10 Billion mobile users
worldwide
(Bank My Cell, 2021)
116 Million units sold
since 2014
(Statista, 2021)
47.1% of households
have a computer
(Statista, 2021)
879 million TV sales
worldwide between 2016-
2019
(Statista, 2019)
320 Million units sold
worldwide
(Statista, 2021)
68.59 Million units sold in
2020
(Mordor Intelligence, 2020)

5. HOW CUSTOMERS SEARCH FOR INFORMATION
Searching for information when booking a holiday
Step 1: Step 2: Step 3:
Initial search into a search
engine to find your desired
destination, find holiday
packages or travel agents.
“Where to go on holiday?”
“Best holiday destinations for
couples?”
“When is best time to go to
Bali?”
Social media is a good tool to
use to search for things to do in
your chosen holiday destination.
Using review websites such as
TripAdvisor to look at reviews on
hotels, airlines, day trips and
travel agents.

6. WHAT CONSUMERS BUY ONLINE
93% of the UK population shopped for products or services online in 2021 (Fashiondiscounts.uk, 2022)
48% of the UK use
Amazon Prime (Statista,
2022)
58% of the UK use at least 1 TV
streaming service (Finder, 2022)
In 2021 there were 39 million
active users on music
streaming services (Gov.uk,
2022)
Uber eats, Deliveroo and Just
Eat, have a combined total
downloads of 15 million in the
UK (Statista, 2022)
64% of online shoppers
buy clothes. (Cyber Crew,
2022)
Services Products
63% of car buyers in the
UK are open to buying
cars online (Am-Online,
2021)
Ikea’s online sales have
increased over 1000%
since 2015 (Statista, 2022)
48.7% of food shoppers in the
UK purchased online. (Savills,
2022)

7. ONLINE VIDEO CONSUMPTION
41,400,000
17,000,000
17,000,000
13,400,000
12,700,000
3,400,000
YouTube (Statista, 2022)
Tiktok (Businessofapps, 2022)
Netflix (Statista, 2022)
Twitch (Visualsbyimpulse, 2021)
Sky TV (Wikipedia, 2019)
Virgin TV (Wikipedia, 2022)
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000
Number of users on video content platforms in the UK
Video content consumed daily:
Online video consumption is at an all time high with an estimated 3 billion people consuming video online in 2022 (The Social
Shepherd, 2022)
5 billion videos are watched on YouTube per day with over 300 hours of video uploaded every minute (Fortune Lords, 2022)
The Global Average for video consumption is 84 Minutes Per Day (The Social Shepherd, 2022)

8. CONSUMER TRENDS

9. SUMMARY
To be entertained
To stay connected
To analyse
How do audiences use
technology?
To monitor
To organise
To work
To learn
To explore
To buy
To sell To watch
To listen

10. SUMMARY
How does technology impact lives?
We’re able to nurture
relationships near and far.
We’re able to monitor our
wellbeing and save lives.
We’re able to organize our busy
lives more efficiently.
We’re able to educate everyone
around the world.
We’re more
equipped to
enable the
disabled.
We’re able to conveniently
search and shop online.

11. SUMMARY
We can use the marketing mix to summarise how audiences use technology and it’s impact on their
lives:
Product – Products are made in obsolescence which makes consumers repeat purchase.
Promotion – Services like Google Ads are allowing businesses to use a new form of advertising
called “Remarketing” and it targets people online when they’re using social media or on their
browsers. It encourages people to impulse buy,
Price – We’re able to shop around online for the best price easily and conveniently.
Place – Face to face support in store is being replaced by chat bots and online forums.
People – Technology is removing the amount of people involved in the buying process.
Process – We can pay via our phones and watches, cash is a thing of the past.
Physical evidence - Tangible products like CD’s and DVD’s are being replaced with online streaming
services.

12. “WE’RE CHANGING THE WORLD WITH TECHNOLOGY.’
- Bill Gates

13. REFERENCE LIST
 Wikipedia (2021) ‘List of countries by number or internet users’ Available at: https://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users (Accessed 12th
February 2021)
 Statista (2019) ‘Global TV set unit sales from 2016 to 2019’ Available at: https://www.statista.com/statistics/760281/global-tv-set-unit-sales/ (Accessed 12th February 2021)
 Statista (2021) ‘Cumulative unit sales of Sony PlayStation 4 consoles worldwide from August 2014 to November 2021’ Available at:
https://www.statista.com/statistics/651576/global-ps4-console-unit-sales/ (Accessed 12th February 2021)
 Statista (2021) ‘Share of households with a computer at home worldwide from 2005 to 2019’ Available at: https://www.statista.com/statistics/748551/worldwide-
households-with-computer/ (Accessed 12th February 2021)
 Bank my cell (2021) ‘How many smart phones are there in the world?’ Available at: https://www.bankmycell.com/blog/how-many-phones-are-in-the-world (Accessed 12th
February 2021)
 Mordor Intelligence (2020) ‘Global smartwatch market – Growth, trends, Covid-19 impact, and forecasts (2022-2027)’ Available at:
https://www.mordorintelligence.com/industry-reports/smartwatch-market (Accessed 12th February 2021)
 Statista (2020) ‘Installed base of smart speakers worldwide in 2020 and 2024’ Available at: https://www.statista.com/statistics/878650/worldwide-smart-speaker-installed-
base-by-country (Accessed 12th February 2021)
 Fashion Discounts (2022) ‘How many people shop online?’ Available at: https://fashiondiscounts.uk/how-many-people-shop-online/ (Accessed 21st September 2022)
 Statista (2022) ‘Number of Amazon Prime Video households in the United Kingdom (UK) from 1st quarter 2014 to 2nd quarter 2022’ Available at:
https://www.statista.com/statistics/529740/svod-services-by-penetration/ (Accessed 21st September 2022)
 Statista (2022) ‘Number of Amazon Prime Video households in the United Kingdom (UK) from 1st quarter 2014 to 2nd quarter 2022’ Available at:
https://www.statista.com/statistics/529740/svod-services-by-penetration/ (Accessed 21st September 2022)
 Boyle, M (2022) ‘TV streaming statistics in the UK’ Available at: https://www.finder.com/uk/tv-streaming-statistics (Accessed 21st September 2022)
 Aashind, A (2022) ‘UK online shopping statistics’ Available at: https://cybercrew.uk/blog/uk-online-shopping-statistics/ (Accessed 21st September 2022)
 Savills (2022) ‘UK Grocery Report’ Available at: https://pdf.euro.savills.co.uk/uk/commercial-retail-uk/spotlight-uk-grocery---january-2022.pdf (Accessed 21st September
2022)
 Gov.uk (2022) ‘Music and streaming market study: update paper’ Available at: https://www.gov.uk/government/publications/music-and-streaming-market-study-update-
paper/executive-summary (Accessed 21st 2022)
 Statista (2022) ‘Number of downloads of leSeptemberading food delivery and takeout apps in the United Kingdom (UK) in 2021’ Available at:
https://www.statista.com/statistics/1298186/food-delivery-app-downloads-uk/ (Accessed 21st September 2022)

14. REFERENCE LIST
 AM online (2021) ‘63% of UK car buyers are now open to buying online’ Available at: https://www.am-online.com/news/latest-news/2021/02/17/63-of-uk-car-buyers-are-
now-open-to-buying-online-ad-feature#:~:text=Nearly%20two%20out%20of%20every,car%20buyers%20in%20the%20UK (Accessed 21st September 2022)
 Statista (2022) ‘E-Commerce net sales of ikea.com from 2015 to 2022’ Available at: https://www.statista.com/forecasts/1218317/ikea-revenue-development-ecommercedb
(Accessed 21st September 2022)
 Statista (2022) ‘E-Commerce net sales of ikea.com from 2015 to 2022’ Available at: https://www.statista.com/forecasts/1218317/ikea-revenue-development-ecommercedb
(Accessed 21st September 2022)
 Wikipedia (2022) ‘Virgin Media’ Available at:
https://en.wikipedia.org/wiki/Virgin_Media#:~:text=Virgin%20Television%20has%20currently%20around,200%2C000%20are%20analogue%20cable%20customers.
(Accessed 22nd September 2022)
 Wikipedia (2022) ‘Sky UK’ Available at: https://en.wikipedia.org/wiki/Sky_UK#:~:text=It%20is%20the%20UK's%20largest,Sky%20Sports%20and%20Sky%20Atlantic.
(Accessed 22nd September 2022)
 Visuals by Impulse (2021) ‘Which 15 countries have the most Twitch Viewers?’ Available at: https://visualsbyimpulse.com/countries-most-twitch-viewers-top-15/ (Accessed
22nd September 2022)
 Statista (2022) ‘Number of households subscribing to Netflix in the United Kingdom (UK) from 1st quarter 2014 to 2nd quarter 2022’ Available at:
https://www.statista.com/statistics/529734/netflix-households-in-the-uk/ (Accessed 22nd September 2022)
 Sharpe, G (2022) ‘Is TikTok for you? UK TikTok statistics you need to know’ Available at: https://www.businessofapps.com/insights/is-tiktok-for-you-uk-tiktok-statistics-
you-need-to-know/ (Accessed 22nd September 2022)
 Statista (2021) ‘Forecast of the number of Youtube users in the United Kingdom from 2017 to 2025’ Available at: https://www.statista.com/forecasts/1145489/youtube-
users-in-the-united-kingdom (Accessed 22nd September 2022)
 The Social Shepherd (2022) ‘30 Vital Video Marketing Statistics You Need to Know in 2022’ Available at: https://thesocialshepherd.com/blog/video-marketing-statistics
(Accessed 22nd September 2022)
 The Fortune Lords (2022) ‘40 Mind Blowing YouTube Facts, Figures and Statistics – 2022’ Available at: https://fortunelords.com/youtube-statistics/ (Accessed 22nd
September 2022)
 A to Z Quotes (2023) ‘Bill Gates We’re changing the world with technology’ Available at: https://www.azquotes.com/quote/570032 (Accessed 16th January 2023)