The Evolution of The Internet

1. The Evolution Of
The Internet
HOW CONSUMERS USE TECHNOLOGY AND THE IMPACT IT HAS ON OUR
LIVES.

2. Introduction to the Internet
 The internet started in the 1960’s as a way for
Government researchers to share information.
However various computer networks did not
have a standard way to communicate with each
other until 1983 when a new communications
protocol was established called Transfer
Control Protocol/Internetwork Protocol
(TCP/IP). All networks could now “ talk “ with
each other via a universal language. The 1990’s
saw the internet expand to it’s full potential
thanks to the creation of the World Wide Web
and by the end of the decade there were over
255 million internet users ( Pew Research
Center, 2014). In the 21st century the internet
has become a feature of our lives around which
we revolve. In this presentation I will be
demonstrating how consumers use technology
and the impact it has on our daily lives.
Fig 1. Interpretation of the world wide web, cqoogle, 2017, cqoogle.com

3. Access To The Internet
 Access to the Internet has become a lot easier since the
introduction of the World Wide Web in 1993. Dial up
internet access used to be the only way to establish an
internet connection by using a conventional telephone
line and had an average internet speed of 56 kbps,
compared to the average median speed of 50.4 Mbps in
2021 (Ofcom).
 The use and development of smartphones, desktops,
game controllers, AI assistants, laptops and tablets have
enabled users to connect to the internet more rapidly
and frequently. In 2019, 87% of all adults living in the
United Kingdom used the internet daily or almost every
day (Ons.gov.uk, 2019).
 Having easier access to the internet has brought
multiple benefits to our society and economy including
better communication, information and knowledge
sharing, ecommerce and online banking. Many products
and services can now be promoted online by using
inbound marketing methods.
Fig 2. Office for National Statistics, 2019, Ons.gov.uk.

4. Most Popular Digital Devices Used By
Audiences
 For many years PC’s and laptops were the most
popular devices used by the majority of the
population, but in recent years Smart Phones, Tablets
and Wearables such as Smart Watches have become
the number one way for users to surf the net and
have allowed consumers to be in constant contact
with one another without the need to carry around a
heavy laptop. However with the trajectory of
technology doubling every two years, it is paramount
that digital companies must prepare themselves for
future trends and adapt their devices to suit the
needs of the audience. According to Kalkin E Media ,
we should expect more Smart glasses and hands-free
innovative devices in the near future.
Fig 3. Focals smart glasses by North (formally Thalmic Labs), 2020 cnbc.com.

5. How Consumers Search For
Information
 Consumers use the internet in a variety of ways, such as
comparing prices, searching for promotions, or looking
up information. In January 2015, the Local Search
Association, asked more than 2,000 consumers how
likely they would be to consult the following information
services when searching for a product online?
When searching for local businesses, products or
services, consumers are mostly likely to turn to search
engines, with 65% indicating that they did so. Second
and third most popular were company websites (50%)
and mobile search (36%).
According to Nielsen, a report found that in the travel
products or services category, three out of five
respondents who shopped or purchased the category
in the past six months say they looked up product
information online.
Fig 4. Local Search Association, 2015, marketingsherpa.com.

6. What Do Consumers Buy Online?
The United Kingdom has the most advanced e-
commerce market in Europe. According to the
most recent figures from the Office of National
Statistics (UK), the country’s e-commerce revenue
in 2019 amounted to 693 billion GBP. Analysts
have noted that E-commerce now accounts for
more than one quarter of all retail sales in the UK.
The UK e-commerce market's largest segment is
Fashion with a projected market volume of £27,060
million in 2021.
Other popular products and services purchased by
consumers are Delivery services from fast food
chains, furniture, cosmetics and children's toys.
Fig 5. Karolina Grabowska, 2020, pexels.com

7. Online Video Consumption
• Video is the number 1 source of information for
66% of people
• Over 500 million people watch Facebook videos
every day
• More than 75% of all video views come from
mobile devices
• The global video market was valued at $39.61
billion in 2018
• YouTubers upload 300 hours of video content to
the platform every minute
• 93% of businesses gain new customers as a
result of branded video content
• People spend an average of 6 hours and 48
minutes per week watching online videos
• 66% of people opt to skip online video ads
• ( statistics from Terry Stancheva, 2020,
TechJury.net )
Fig 6. Social Media apps by Pixabay, 2019, pexels.com

8. Consumer Trends
 Looking ahead to 2022, market trend analysis and prediction research backed by Mintel’s data observes the key
drivers of consumer behaviour is expected to shift and evolve in response to the following five global consumer
trends:
 In Control
In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information
and options that consumers need to feel like they’re in the driver’s seat.
 Enjoyment Everywhere
Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace
novel experiences, both virtually and in the ‘real,’ physical world.
 Ethics Check
While many brands have made their voices heard on controversial topics, consumers want to see measurable
progress against their goals.
 Flexible Spaces
Public and private spaces must maximise the capabilities they offer to match consumers’ flexible lifestyles. Now
more than ever brands have to inspire, rather than prescribe, with every touchpoint.
 Climate Complexity
Consumers are looking to brands to help them mitigate their impact on the environment. Companies that don’t
proactively change ahead of the climate crisis will be forced to change because of it.

9. Conclusion
 In conclusion, the evolution and accessibility to the internet has been beneficial for our society and
economy thanks to Ecommerce and the convenience of having the answers to our questions answered in
under 30 seconds. However, the global information & communication technology (ICT) ecosystem, has a
huge environmental impact, its carbon footprint is on a par with the entire aviation industry’s emissions
from fuel.
 It is paramount that brands and internet companies alike proactively change ahead of the climate crisis.
Data centres in particular consume a gigantic amount of electricity. The transfer and mass storage of our
data is enormous but with smart thinking and a collaborative effort we can reduce the amount of data
needed to be able to market our campaigns in a more environmentally friendly way.

10. References
 Https://coohola.com/how-consumers-use-technology-and-its-impact-on-their-lives/
 https://www.nettantra.com/2015/01/evolution-computers/
 https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinterne
tandsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/2019
 https://figarodigital.co.uk/article/what-is-phygital-and-what-does-it-mean-for-retailers/
 https://www.nexttv.com/news/cisco-video-consume-79-internet-traffic-2020-405454
 https://www.entrepreneur.com/article/228489
 https://techjury.net/blog/video-consumption-statistics/
 https://www.marketingsherpa.com/article/chart/how-customers-search
 https://www.inc.com/peter-roesler/nielsen-study-shows-how-consumers-search-and-shop-
online.html
 https://www.statista.com/topics/2333/e-commerce-in-the-united-kingdom/
 https://www.mintel.com/global-consumer-trends
 https://medium.com/wedonthavetime/guest-blog-post-the-alarming-environmental-impact-of-
the-internet-and-how-you-can-help-6ff892b8730d