1.
HOW CONSUMERS USE
TECHNOLOGY
Our world sees consumers use technology every
day for a variety of different reasons

2.
A BRIEF HISTORY OF THE INTERNET
The internet was first launched in the 1960s but
it was not available for the majority of the
population to access. Computers were also
large, expensive and difficult to use. Nowadays
we carry the internet around in our pockets via
mobile phones and other electronic devices.

3.
ACCESS TO THE INTERNET
As of 2017 there was an estimated 3.9 billion internet users worldwide (Clement,
2019).
Access to the internet is largely influenced by how economically developed a
country is. Less economically developed countries (LEDC) are more unlikely to have
access to the internet as show below.
Internet users in 2015 as a percentage of a country’s population (Wikipedia, n,d)

4.
DIGITAL DEVICES
Devices have changed over time. Computers were first launched in the
1950s and were expensive and largely sized. Devices now are portable and
have the ability to access the internet almost everywhere in the world.
They have been adapted visually and functionally to meet the needs of
consumers of all ages.
Below shows the percentage age of different digital device users (Statisca,
n,d).

5.
HOW CUSTOMERS SEARCH FOR INFORMATION
• Transactions – to make purchases, food, clothing, ticketing.
• Information – research, read reviews, mapping services.
• Media – visually watch and view items through channels such as YouTube.
• Search Engine Optimisation (SEO), allows web users to be directed to
specific websites which are more likely to satisfy the consumers needs.
• Advertisements via social media are directed at specific consumers
relating to their interest and previously searched results.
• Consumers are also using ‘influencers’ to search for information, seeing
an influencer use a certain product or talk about a product may lead to
the viewer to then search for the product.

6.
WHAT CONSUMERS BUY ONLINE
Below shows how global e-commerce sales have increased from 2014 and
the prediction for 2023 (Meyer, n,d).

7.
WHAT CONSUMERS BUY ONLINE
E-commerce sales have had a significant affect on the high street. Due to
convenience and ease of accessibility for consumers there have been a vast decline
of high street retail sales. This has also caused many stores to close.
Graph showing the percentage of shops which are empty on a
yearly basis. This peaked to 10.3% in 2019 (Simpson, 2019)

8.
CONSUMER TRENDS
Different factors influence consumer trends. For example the weather can
influence sales of different products.
Trends usually change to meet the needs and demand of the consumer. Below is a
graph which shows contactless payments in the United Kingdom between 2015
and 2019. “Many of us are now reaching for our cards or mobiles rather than cash
to make low-value purchases, as customers opt for the convenience and security
of paying with contactless.” (Pickford, 2019)
Statista, 2020

9.
ONLINE VIDEO CONSUMPTION
An increase in the use of smart phones has led to a boom in online video
consumption. Anyone can film and upload content onto sites such as YouTube,
for free, and from their own mobile device. Consumers can then view this
content for free almost anywhere in the world. This content can be anything
from entertainment, news or viewing and advertising different and new
products.
YouTube:
90% of users say that
they have discovered
new brands or
products on YouTube
Users can navigate
YouTube in 80 different
languages
YouTube has 2
billion users
worldwide
Mohsin, 2019

10.
SUMMARY
We live in a world which is driven and adapted around technology. This
technology provides us with entertainment, information and opportunities. There
are no signs that this will be slowing down, however, only signs that technology
will be evolving further.

11.
REFERENCES
Clement, J (2019) Internet Usage Worldwide https://www.statista.com/topics/1145/internet-usage-worldwide/
[accessed 6 February 2020]
Meyer, S, (n,d) https://www.bigcommerce.co.uk/blog/ecommerce-trends/#14-ecommerce-trends-leading-the-
way [accessed 6 February 2020]
Mohsin, M (2019) https://www.oberlo.co.uk/blog/youtube-statistics [accessed 24 March 2020]
Pickford, J (2019) https://www.ft.com/content/61848ba0-7731-11e9-bbad-7c18c0ea0201 [accessed 24 March
2020]
Simpson, E (2019) https://www.bbc.co.uk/news/business-49349703 [accessed 24 March 2020]
Statista (2020) https://www.statista.com/statistics/488054/number-of-contactless-cards-transactions-united-
kingdom/ [accessed 24 March 2020]
Statista (n.d) https://www.statista.com/outlook/251/100/consumer-
electronics/worldwide?currency=gbp#market-age [accessed 27 March 2020]
Wikipedia (n,d) https://en.wikipedia.org/wiki/Global_Internet_usage [accessed 6 February 2020]