How Audiences Use Technology and its Impact on Their Lives Presentation Document

Ian Colyer Student Number: 76276197

Unit 1: Evolution of Digital Marketing
Assignment 2
Assignment Brief
I have been asked by the International Interactive Media Festival South by Southwest to
speak at their conference. They have asked me to prepare a presentation document
and short video pitch showing my knowledge of how audiences use technology and its
impact on their lives.
Introduction
Technology is always continually advancing. The more it does so, the more it helps us
with our everyday lives, as it increasingly becomes the norm. Technology helps us in so
many different ways, including entertainment, education and carrying out day to day
tasks among many, many others. The emergence of the internet over the years has
worked exceedingly well in conjunction with other forms of technology to assist
humanity like never before.
For example, the internet has allowed small devices like smartphones and
smartwatches to be extremely relevant and has helped revolutionise television with
streaming services. Here, in this presentation, I talk further about how technology has
impacted consumers' lives.

Access To The Internet
Share of Households with Internet Access in the United Kingdom (UK) and the
European Union from 2009 to 2020
Fig 1. Statistica (2022) Share of households with internet access in the United
Kingdom (UK) and the European Union (EU27/EU28) from 2009 to 2020 [online]
The graph above demonstrates the abundance of internet access in the UK and EU
today. This is due to the fact that it shows 97% of UK households and 91% of EU
households have internet access as of 2020. Furthermore, this graph also shows how
much internet access in UK and EU homes has increased steadily overall as time has
gone on. This is with a 20% increase in the UK and a 24% increase in the EU between
2009 and 2020 (Statistica, 2022)

Fig 2. The Triple Play (n.d.) Couple Using Laptop at Home [photograph]
The abundance of internet access in the UK and EU is now crucial, as the internet
becomes more and more integrated within our everyday lives. This was especially
exposed during the pandemic, with the amount of people working from home, parents
homeschooling with the use of laptops and even people using the extra time at home to
up-skill online.

Share of the World's Population Using the Internet Over Time (for 2010, 2015,
2019)
2019

2015
2010
Fig 3. Roser M. Hannah R. and Esteban O-O. (2015) Internet [online]
The above maps are displaying how internet usage varies throughout all the countries in
the world. Essentially, the darker the colour of a country on the map, the higher the
percentage of internet users. Internet users have been defined by the maps authors as
any individual who has used the internet within the last 3 months (Roser M. Hannah R.
and Esteban O-O., 2015).
The main takeaways from these maps is that there are far more internet users in
developed countries than in developing countries. This has always been the case.
However, even though internet usage is less in developing countries, it is nonetheless
constantly increasing (Roser M. Hannah R. and Esteban O-O., 2015).

Fig 4. Alamy (n.d.) Students use laptops to browse the internet over a wireless
network in the town of Kokrobitey, Ghana [photograph]
One of the main reasons why internet usage is so much lower in developing countries
than developed countries is due to less access, especially in rural areas. This is largely
due to many developing countries not having the finances to invest in decent broadband
infrastructure (Worldbank.org, n.d.). According to the World Bank (n.d.), only 35% of the
population in developing countries has access to the internet, compared to 80% in the
developing world. Further reasons for less internet usage/access in developing
countries is due to the fact that people in these countries are less able to afford
internet-enabled devices and a lack of awareness and digital skills (united nations,
2021).

Fig 5. Colyer I. (2022) Infographic showing World Internet Access Statistics from
the World Bank [Image]
This has created a relatively catch-22 situation, where internet access enhances
economic and educational development, which would help advance developing
countries. Essentially, increased internet access pays for itself. The World Bank
however, is helping to combat reduced internet access in developing countries. This has
included loans and grants, helping governments and assisting private investment to
enhance broadband infrastructure in developing countries (Worldbank.org, n.d.).

Digital Devices Used By Audiences
The evolution of technology and the internet has allowed for the creation of digital
devices which assist and enhance our lives. Digital devices can do what many previous
older devices did years ago, but better and faster. This is as well as digital devices
being more compact than their older predecessors, like laptops increasingly becoming
thinner and lighter whilst still being as (if not more) powerful. Therefore, modern digital
devices are easier to transport than their original versions (Astrolabe, 2017). This allows
for digital devices to be more easily integrated within our everyday lives.
An example of this is that before you needed a camcorder (a typically bulky gadget
which you would not usually have on your person) to film video. Nowadays, nearly
everyone has a smart phone which you can film video on. With smartphones being
pocket sized and carried around at all times by most people, this means that most
people have access to filming video anytime and anywhere. This comes into its own if
you ever spontaneously decide something is worth filming.
Fig 4. Praderio C. (2017) Person Holding Smartphone [photograph]

Furthermore, smartphones have significantly changed our lives due to the fact that they
are able to perform so many of the tasks of other devices in one pocket sized gadget, in
addition to making phone calls. This includes taking photographs and accessing the
internet, as well as having an alarm clock and calculator. Therefore, you no longer need
separate gadgets for these functions.
Fig 5. Pew Research Centre (2012) Smartphone Research Infographic [online]

Being able to access the internet whilst on the go is where smartphones really come
into their own. This is due to the fact that this allows for smartphones to really assist you
in so many areas of your everyday life. Examples of this are below.
● Access to Google Maps allowing you to navigate your way to your
destination whilst on the move.
● Being able to book train tickets and hotel rooms whilst on the move and
display the ticket/show proof of reservation on the phone.
● Communicate with a friend in another country through Facebook wherever
you are. Essentially, allowing you to better maintain long distance
relationships with friends and family etc.
● Always be able to immediately respond to an email.
Fig 7. Small Business Trends (n.d.) Google Maps Being Used on Smartphone
[photograph]

A disadvantage of this easier access of always being able to communicate online from
devices anywhere, is that there is now further expectation for quicker responses in
society in general, leading to possible impatience and disappointment for certain
people.
The Kindle is another digital gadget that has helped transform our lives. It was launched
in November 2007 (Coldewey D., 2017). This is a device in which you can electronically
buy/download and read e-books, magazines and newspapers etc. (Burns E., 2017).
Kindles are pocket sized, so they are more portable than a book, making reading whilst
you’re out and about (like when you’re on a bus or train) more accessible. Additionally,
Kindles mean you don’t need to store books. This saves space in your home, helps
make moving home easier and even saves on resources (less demand for paper used
for books). According to YouTube channel Astrolabe (2017), 1400 physical books would
weigh 1 lbs each (half of a car in total), whereas the cheapest version of a Kindle can
hold that many books in digital form. Again, all in the space of your pocket.
Fig 8. Winstanley G. (n.d.) Person Using Kindle [photograph]

How Customers Search for Information
The internet, along with the digital devices we access the internet through, has
revolutionised how we search for and get information. Today, when we’re seeking
information we are no longer limited to buying a newspaper, buying a book or going to
the library, watching the news or making a phone call (Aperture, 2019). We can simply
use a digital device like a smartphone, laptop or tablet and type in the query you require
into the Google search bar and you will receive relevant articles/web pages etc.
answering the query instantly (providing if the answer is available on the internet).
Fig 9. Statcounter (2022) Search Engine Market Share Worldwide [online]
The above image shows that Google has significantly the largest market share of all of
the online search engines as of February 2022, with a percentage of 92.01.
(Statcounter, 2022). A major contributing factor for this, is due to Google's ability to
understand user intent and find the most relevant and accurate web pages that match

the search query (Shaw M. 2020). Ultimately, Google aims to contribute towards making
the internet as helpful as possible.
In more recent years, voice assistant technology has evolved with devices like the
Amazon Alexa being launched in 2014 (Vigliarolo B., 2020) and Apple's Ciri voice
assistant facility, which is now on most of their devices like iPads and Macs (Clover J.
2021) becoming available and widely used. This means that people can now search for
information just by verbally asking a device rather than typing a query on a keypad. This
has helped make searching for information even easier and more instant.
Fig 10. Amazon (n.d.) Amazon Echo Plus [photograph]

The below statistics back up how much voice assistant technology is currently evolving
and therefore fast becoming a normal part of our everyday lives.
● 41% of adults use voice search at least once per day (dbswebsite.com,
n.d.).
● Roughly 75% of voice search results will rank in the top 3 positions for a
particular question on a desktop search.
● 27% of the global online population is using voice search on mobile
according to a voice search insight report in 2018 (thinkwithgoogle.com,
2018).
Improvements with the artificial intelligence (the voice assistant search’s ability to
recognise spoken words) and increases with the number of available languages on
devices with voice search (Google's voice search on mobile devices is available in over
10 languages) has helped contribute towards this surge in voice search
(dbswebsite.com, n.d.).
Fig 11. Hughes R. (2018) Google Search [photograph]

Whether you are using voice assistant search or using an online search engine the
traditional way by typing (whether it’s with Google, Bing, or Youtube), you can
essentially search for anything you need, or for any type of query through the internet.
Below are just some examples amongst many, many others.
● Searching for reviews before making a purchase.
● Searching for an item you wish to purchase.
● Searching for a tutorial on YouTube, like for how to cook or play an
instrument.
● Searching for a local amenity like a restaurant or barber.
● Researching information for a school project.
This ease of searching for just about any information you need on demand can make
people lazy though. This is in terms of that people can be less likely to make an effort to
retain information if they can instantly search for it on Google (The Wacky, 2017).
Conversely, instantly searching for anything you need on the internet can make you
knowledgeable on a subject you may not normally otherwise know much about. For
example, you could be far more knowledgeable on health and fitness through searching
for this information on the internet, compared to what you may otherwise would be. This
can be that you may not have taken the time, or got round to finding out from a book or
taking classes.

What Consumers Buy Online
Shopping online has gone on to become what is now a multi million pound industry. For
millions of people around the world it is now the norm (Mohsin M., 2021).
The below image shows the weekly percentage of internet users (between 16 to 64)
who purchased online for various products and services as of January 2022 (Chaffey D.
2022).
Fig 3. Chaffey D. (2022) Weekly Online Shopping Activities [online]
A few insights from the above image are as below.
● It shows that approximately a quarter of internet users used an online price
comparison service (Chaffey D., 2022). This is an area where online shopping
comes into its own, due to the fact that it allows you to shop around for the most

suitable/cheapest deal for services (like insurance and energy) very quickly and
easily. Further emphasising the convenience that the internet provides.
● It shows over a half purchased regular products and services (Chaffet D., 2022).
Purchasing regular products and services online (whether it’s trainers or an item
of furniture) is another area where the internet comes into its own. This is due to
the fact that it allows you to shop around more for the best and cheapest options
compared to shops. There is simply more choice and availability online than in
shops, especially if you live in a small town. There’s even the facility to look at
reviews before purchasing products and services online, allowing people to
better make informed choices.
● Over a quarter of internet users bought groceries online (Chaffey D., 2022).
Being able to purchase groceries online is yet another example of how the
internet comes into its own, as highlighted by the pandemic. The internet allowed
many people (particularly vulnerable people) to still purchase their groceries and
other essential day to day items during the lockdowns. This emphasises that the
internet is not just a convenience, as it can also be a lifeline, due to the fact that it
can allow consumers to purchase products that they otherwise would not have
access to.
● Also, the above image shows that weekly, 14.4% of internet users bought a
second-hand item online (Chaffey D., 2022). Purchasing second hand items is
something that the internet has made much easier, with websites like eBay and
Vinted acting as platforms for people to buy and sell second hand items. This is
as well as local buying and selling pages on social media. All of this allows for
sellers of second-hand items to gain far more exposure to these items than what
they would otherwise.

Online Video Consumption
Video consumption is huge online. In fact the internet has significantly enhanced the
amount of video consumption over recent years and is continuing to do so. Below are
some statistics that back this up according to Sarika from InVideo (2022).
● 96% of consumers increased their online video consumption in 2020.
● The average person is predicted to watch 100 minutes per day of online
video consumption.
● 6 out of 10 people prefer watching online video content to television.
● By 2022, 82% of the global internet traffic will come from streaming videos
and downloads.
Fig 12. Le Bouton J. (n.d.) YouTube Loading Screen on Smartphone [photograph]
Contributing factors towards this are that video content provides educational benefits as
well as entertainment (YouCurious, 2020). If you wish to learn a new skill like gardening,
you can watch a YouTube tutorial instantly for free. If you’re watching a video for any
purpose, you can watch it anywhere on the go. For example, you can watch a music
video or a favourite movie clip on the train with a smartphone. Essentially, the use of

smartphones allows you to watch whatever you want, whenever you want, wherever
you want.
Fig 7. Drive.google.com (n.d.) Top Videos Stats 2021 [online]
Furthermore, video content does not require you to always have a long attention span.
This is due to the short nature of video content in general, so there is typically less

commitment to watch video than TV. There is also the factor that anyone can create
video content anywhere and anytime using their own smartphone and then post it on
YouTube. This in turn, creates an abundance of video content to watch. You can even
now watch news coverage instantly online, rather than waiting for the scheduled news
programme on TV (Aperture, 2019).
Fig 8. Drive.google.com (n.d.) Top Videos Stats 2021 [online]

Consumer Trends
As technology advances and becomes more and more accessible it inherently affects
trends. An example is that as current technology allows for digital devices to be more
compact, smartphones have now become the most owned digital devices by millennial
internet users at a rate of 97%, as of 2018 (digitalmarketingcommunity.com, n.d.).
Therefore, smartphones have now exceeded laptops and PC’s for time spent accessing
the internet by millennials. This is displayed on the below image graphic.
Fig 4. Digitalmarketingcommunity.com (n.d.) Device Ownership [online]
This significant internet use of smartphones is further backed up with 50.44% of global
internet traffic (essentially, a little over a half) being used on mobiles according to
Thekeenfolks.com (n.d.). This is likely due to the fact that smartphones are generally
always on your person so you can access the internet straight away as soon as when

you decide to do so. For example, if you see an advert on TV for a product that interests
you, you can then research it straight away if you have a smart phone in your pocket.
Additionally, using a smartphone to access the internet can especially come into its own
when you’re using Google Maps for directions or obtaining bus or train times, when
you’re on the move.
Fig 15. Mobicia.com (n.d.) Smartphone Showing London Bus Times [photograph]
A particular recent trend within the past couple of years is that the recent pandemic
situation has enhanced the amount of online shopping and online learning that’s
currently being done. This is due to people not being able to get to shops during
lockdowns, or not feeling safe even when lockdowns have been lifted. Additionally,
online learning has increased during the pandemic due to the following reasons.

● School, college and university closures during the pandemic.
● People taking advantage of the extra free time during lockdowns and
furloughs to teach themselves new skills.
● People upskilling due to job losses largely caused by the pandemic.
Fig 5. Redman R. (2021) About 45% are Shopping More Online for Groceries Vs
Pre-Pandemic [online]
The above image shows that 46% of people are now currently shopping for their
groceries online more compared to pre pandemic (Redman, R., 2021) There is a
chance that many people who started shopping online during the pandemic (if they
hadn’t previously) may now continue to shop more online, due to that any initial barriers
that may have prevented them from shopping online may now have been removed. For
example, some people from the older generation may not have felt comfortable using
technology at first, but now feel comfortable with it after a situation has now forced them
into it.

Fig 6. Tighe D. (2021) Percentage change in online purchases due to the
coronavirus (COVID-19) pandemic in the United Kingdom from March 2020 to
February 2021 [online]
With regard to online learning, according to the World Economic Forum (2022),
research has shown that students retain 25% to 60% more material learning online
compared to just 8% to 10% in a classroom. This is as well as online learning requires
40% to 60% less time to learn than in classrooms. This is probably due to the fact that
you can take in information at your own pace learning online. Additionally, according to
Josep G. (2022) who writes for educations.com, 90% of students today prefer online
learning to classroom learning. Therefore, online learning appears here to stay despite
the pandemic.

Summary
The internet has made so many of the things we do within our lives anyway so much
simpler, quicker and more accessible. It has become a highly useful tool (arguably
essential) to accompany us through life. So much so, that it’s hard to imagine how we
ever got by without it. As a result, the internet is here to stay. That said, ideally it should
not be the be all and end all of our lives. This is for various reasons, that can include a
couple of the below examples.
● A danger that for some people, online interactions can too often replace
face-to-face interactions.
● Some people can become addicted to the internet, resulting in not taking
part in enough physical and social activity.
Therefore, it’s important to remember that the internet can be a welcome part of our
lives to help us, but our lives should not purely revolve around and depend on the
internet. Ultimately, when it comes to internet use, there ideally should be a healthy
balance between assistance and dependency.

Task 1 Text References
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2022]
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er%20half%20of,to%20NRP%20and%20Edison%20Research&text=%2C%201%20in%
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educations.com [online]. Available at
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ducation-17146#:~:text=Online%20education%20enables%20the%20teacher,need%20t
o%20give%20anything%20up. [accessed 28 February 2022]
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oberlo.co.uk [online]. Available at
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2022]
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here-stay [accessed 28 February 2022]
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2022]

Sarika (2022) “135 Video Marketing Statistics You Can’t Ignore in 2022” at invideo.io.
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February 2022]
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%20percent%20in%20advanced%20economies [accessed 28 February 2022]

Tighe D. (2022) “Percentage change in online purchases due to the coronavirus
(COVID-19) pandemic in the United Kingdom from March 2020 to February 2021” at
statistica.com [online]. Available at
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Task 1 Image References
Alamy (n.d.) “Students use laptops to browse the internet over a wireless network in the
town of Kokrobitey, Ghana”' [photograph] at theguardian.com. Available at
https://www.theguardian.com/technology/2019/jan/10/universal-internet-access-unlikely-
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Amazon (n.d.) “Amazon Echo Plus''[photograph] at Fobes.com. Available at
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Chaffey D. (2022) “Weekly Online Shopping Activities'' [online] at Smartinsights.com.
Available at

https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
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[accessed on 28 February 2022]
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Pewresearch.org. Available at
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2022]
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gs.statcounter.com. Available at https://gs.statcounter.com/search-engine-market-share
Statistica (2022) “Share of households with internet access in the United Kingdom (UK)
and the European Union (EU27/EU28) from 2009 to 2020” [online] at Statistica.com.
Available at https://www.statista.com/statistics/2750
43/percentage-of-households-with-internet-access-in-the-uk-and-eu/ [accessed 28
February 2022]
Thekeenfolks.com (n.d.) “The Impact of Technology on Consumer Behaviour” [online] at
Thekeenfolks.com. Available at
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28 February 2022]

The Triple Play (n.d.) “Couple Using Laptop at Home” [photograph] at Pinterest.co.uk.
Available at https://www.pinterest.co.uk/pin/592153050977401067/ [accessed 28
February 2022]
Tighe D. (2021) “Percentage change in online purchases due to the coronavirus
(COVID-19) pandemic in the United Kingdom from March 2020 to February 2021”
[online] at statistica.com. Available at
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