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Impact of digital technology
1. How consumers use
technology and its
impact on their lives
This Photo by Unknown Author is licensed under CC BY-SA
2. Introduction
Internet has become a vital part of the modern world.20 years ago there weren’t any smartphones and since then a lot of
things have changed. Now we can’t even remember the last time we actually didn’t use our smartphone for a whole day.
Mobile smart devices and mobile internet are changing the way we do things and how we connect with other people.
History of the Internet(at a glance):
1960’s:internet
history starts in
the 1960’s
1970’s: Internet
protocol
developed.
1980’s: Email
communication
started
1990’s: world
wide wed
introduced and
windows
95,yahoo,amaz
on,ebay
launched
2000’s :dotcom
bubble burst
3. Access to the
internet
Internet world stats shows
internet users by region. As of
June 2017, 51% of the world's
population has internet access.
People around the world have
incorporated the Internet into
their daily lives, using it to find
information, communicate with
friends and family, shop, play
games, and pass the time.
Asia
48.70%
Europe
17.00%
Africa
10.90%
Lat Am/Carib
10.50%
North America
8.30%
Middle East
3.90%
Oceania/Austral
ia
0.70%
INTERNET USERS WORLDWIDE BY
REGIONS,DEC 2017
Asia Europe Africa Lat Am/Carib
5. Digital devices used by audiences
52%44%
4%
Mobile Desktop Tablet
• Vetro research has shown
that UK consumers are
predominantly mobile-
oriented, spending 47% of
time online on a mobile
device.
6. total
population
internet
user
active social
media user
unique mobile
users
active mobile
social users
7.593
billion
4.021
billion
3.196
billion
5.135
billion
2.958
billion
January 2018 statistics from we are social report shows world’s digital
users
8. How customers search for information:
81
55
40
34
26
0
10
20
30
40
50
60
70
80
90
search non retailer
website
photo online retailer
website
online video
Top 5 ways people address 'I want to
do moments'
71
64
42 41
23
0
10
20
30
40
50
60
70
80
website/app search non retailer
website/app
store/other
location
image/photos
online
Top 5 ways people address 'I want to
know moments'
Figure 1:69% people use their phone in ‘DO’ moment.
How to make a perfect recipe or how to do gardening
people constantly search to their device in ‘I want to do
moments’
Figure 2:66% people use their phone in ‘KNOW’
moment when looking for information such as what is
happening in news or shopping return policy people do
search for’ I want to know moment’
Source:Think by google
9. How customers search for information:
71
64
42 41
23
0
10
20
30
40
50
60
70
80
website/app search non retailer
website/app
store/other
location
image/photos
online
top 5 ways people address 'I want to
buy moments'
71
64
42 41
23
0
10
20
30
40
50
60
70
80
website/app search non retailer
website/app
store/other
location
image/photos
online
top 5 ways people address 'I want to go
moments'
Figure 3: 65% people use their phone in ‘BUY’ moment,
people are ready to put their money to do shopping by
comparison, best place to buy food, best restaurant near
me
Figure 4: 79% people use their phone in ‘GO’ moment,
people are looking for what's nearby whether that's a
coffee shop or gym, they use for navigation system too.
Source:Think by google
11. WHAT CONSUMERS BUY ONLINE
CATEGORY PURCHASED IN 12 MONTHS
MOST SHOPPING HAVE PURCHASED CLOTHING,TRAVEL RELATED ITEMS AND RESTAURANT COUPON
RESTAURANT COUPONTRAVEL PACKAGE/AIR TICKET/HOTELSCLOTHING
52% 41% 39%
THIS SURVEY BASED ON HONG-KONG E-SHOPPERS,REPORTS PUBLISHED ON NIELSEN
12. What consumers buy online
60%
39%
43%
36%
37%
40%
32%
33%
30%
30%
23%
0% 10% 20% 30% 40% 50% 60% 70%
BOOKS,MUSIC,MOVIES &VIDEO GAMES
TOYS
CONSUMER ELECTRONICS&COMPUTERS
SPORTS EQUIPMENT/OUTDOORS
HEALTH&BEAUTY
CLOTHING &FOOTWEAR
JEWELLERY/WATCHES
HOUSEHOLD APPLIANCES
DIY/HOME IMPROVEMENT
FURNITURE/HOMEWEAR
GROCERY
Online shopping preference for selected product catagories by
consumers worldwide as of 2017
13. Online video consumption
By online video mean all video content viewed over an internet connection,
including broadcaster-owned platforms like Hulu, ‘over-the-top’ subscription
services like Netflix, video-sharing sites like YouTube, and videos viewed on
social media, like Facebook.
• Well recognized all over the world agency Zenith predicts in “Online Video
Forecasts 2017” (July 2017) that global consumers will spend an average of
47.4 minutes a day watching videos online in 2017. This was a big jump
from 39.6 minutes in 2016.
• Zenith also examined how the rapid growth of video consumption around
the world is also driving growth in online video advertising. This is expected
to increase 23% in 2017 to $27.2bn, up from $22.2bn in 2016.
14. Online video
consumption
Video
consumption
trend
Video sharing
increased 1200%
more times than
links &text
combines
100 million
internet users
watch videos
online everyday
80% web visitors
will watch a short
video all the way
through
64% of
consumers are
more likely to
buy product after
watching a video
Youtube is the 2nd
largest search
engine online
Using the word
‘video’ in an
email subject line
boosts open rates
by 19%
15. Consumers trends of using technology in past 3-5 years
• Smart home technology: Consumers bought smart device for comfort, home safety and
energy efficiency.
• Wearable market: many consumers prefer wearable tech to track their healthier lifestyle.
• Personalized products: consumers want a sense of independence and will buy from
companies who value their individuality, e.g. Nike's customizable snickers.
• Fulfilment solution: Fulfilment solution which( include transportation, logistics, order and
return management) provides smooth and uninterrupted customer service. Retailers
more focused on customer experience rather than increasing consumers.
• Ad blockers software: Ad blockers provide more control to customers.
• Drone technology: Due to increase public interest in technology, Drone have become
must have toy for hobbyists throughout the world.
16. Consumers trends of using technology in past 3-5 years
66% of people keep their phone by their bed
70% check their phone 15 min prior to waking/going
to bed
32% check their phone at night
Survey conducted by Toluna in UK shows The use of technology is changing
consumer behaviour
17. Impact of technology on consumer’s life
There are both positive and negative impacts of technology. some examples
Has given below:
Positive effects:
• Technology makes life easier e.g. shopping, making travel plans, entertainment.
• Technology makes people closer to their friends and family.
• People can be updated through social networking.
• It allows to use time more efficiently.
• Wireless technology has allowed computing from anywhere.
• Technology has allowed people to work at home.
• Using Technology helps to improve teaching and learning process.
• People can state their opinions through web(blogs, twitter etc)
18. Impact of technology on consumer’s life
Negative effects:
• Instead of taking care personally people are sending sms or giving a call on
important occasion which were attended personally in olden days.
• Children are getting addicted to online games and their physical activities
are becoming considerably less.
• Its causing current generation of youth more isolation.
• Social networks are creating rivalry between best friends and couples are
getting divorced.
• Cyber crimes increase.
• Human jobs being replaced by machines.
19. References:
• Brian Engard (2016) Jefferson Philadelphia University + Thomas Jefferson University Available at
https://online.jefferson.edu/communications/internet-history-timeline/ (Accessed : 26th May,2018)
• Connie Hwong (2016) Vetro analytics available at https://www.vertoanalytics.com/verto-releases-new-data-mobile-consumers-uk/
(Accessed : 26th May,2018)
• Fauzie (2018) Lime commerce Available at https://www.limecommerce.com/2018/01/17/business-website/ (accessed : 10th June,2018)
• Helen Leggatt(2014) BizReport Available at http://www.bizreport.com/2014/09/marketers-must-react-to-changing-consumer-behavior-
caused-by-technology.html (accessed : 10th June,2018)
• ‘Internet world stats’ (2018) available at https://www.internetworldstats.com/stats.htm (Accessed : 2nd June,2018)
• Image: https://www.pexels.com/
• Lela Haynes(2014) Slideplayer Available at http://slideplayer.com/slide/766099/ (Accessed : 2nd June,2018)
• Lisa Gevelber(2016) Think with google available at https://www.thinkwithgoogle.com/consumer-insights/mobile-search-consumer-
behavior-data/ (accessed : 8th June,2018)
• Nielsen (2016) available at http://www.nielsen.com/hk/en/insights/news/2016/things-you-must-know-about-hong-kong-online-
shoppers.html (accessed : 4th June,2018)
• Overflow local (2015) Slideshare Available at https://www.slideshare.net/MarkBarber6/online-video-marketing-for-small-
businessesoverflow-local (accessed : 10th June,2018)
• Simon Kemp(2018) Digital in 2018 available at https://wearesocial.com/blog/2018/01/global-digital-report-2018 (accessed : 7th June,2018)
• Statcounter (2018) available at http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/worldwide (accessed : 10th
June,2018)
• Zenith The ROI Agency(2017) Available at https://www.zenithmedia.com/mobile-devices-lift-online-video-viewing-20-2017/ (accessed :
10th June,2018)
