Technology use over time and its impact on consumers and businesses.pptx

In this presentation, I will discuss how technology has changed consumer behaviour and its impact on consumers and businesses. I will focus on internet access, digital devices, how customers search for information and what they buy online, video consumption, and lastly consumer trends.

1. Unit 1 – Evolution of Digital Marketing Postgraduate Diploma Course in Digital Marketing British Academy of Digital Marketing Assignment 2: Technology use over time and its impact on consumers and businesses Kayla Gaze | 76017889 Assignment 2

2. Task 1: Presentation on technology use over time and its impact on consumers and businesses Kayla Gaze | 76017889 Introduction Assignment 2

3. Access to the Internet In the last two decades, the number of internet users grew from 1 billion in 2005 to 5.5 billion in 2024 ( Statista based on ITU, 2024, see Fig. 1). The internet was a game changer for businesses: globalisation, online marketing, and easier to conduct research to gain business insights (Technology Education, n.d.). Kayla Gaze | 76017889 Fig. 1: Number of internet users worldwide from 2005 to 2024 (Statista based on ITU, 2024) Assignment 2

4. Digital devices used by audiences Mobile phones, laptops, and desktop computers are the most widely used devices. In the last two decades, people have also started to use smartwatches (Cottonbro Studio, 2020, see Fig. 2). With audiences now using a variety of devices to connect to the internet, they are now seeing more advertisements than ever before. Kayla Gaze | 76017889 Fig. 2: Cottonbro Studio (2020) Person holding smartphone [photograph] Assignment 2

5. How customers search for information Search engines are the most widely used method to search for information. 90% of search engine users use Google (Statista based on StatCounter , 2025). Internet users are now adding more words to their search queries, in part because search engines are becoming better at producing relevant results (Pitt, 2022). Social media is being used more and more for finding information, especially among Generation Z (Forbes, 2024, see Fig. 3). Kayla Gaze | 76017889 Fig. 3: 2024 survey on preference for searching information on social media over Google (Forbes, 2024) % who prefer social media for search Assignment 2

6. What consumers buy online Kayla Gaze | 76017889 The most popular goods purchased online in the UK in 2024 were clothes and books. 56% bought clothes online. 53% bought books online. Around 40% bought footwear and media online. Around 30% bought electronics, beauty products, food deliveries, and home and garden products online (Meteor Space, 2024). It is therefore essential for businesses to now have an online presence. Assignment 2

7. Online video consumption Online video viewing time is increasing and overtaking traditional TV viewing time (see Fig. 4, eMarketer, 2024). With the rise in popularity in watching videos on platforms like YouTube and TikTok, video marketing has become a great way to reach audiences. Kayla Gaze | 76017889 Fig. 4: Average daily time spent watching traditional TV and digital video in the United States from 2021 to 2025 (eMarketer, 2024) Assignment 2

8. Kayla Gaze | 76017889 Fig. 5. Dumlao, N. (2020) Social Media Apps [photograph] Fig. 6. Cottonbro Studio (2020) Browsing YouTube [photograph] Fig. 7. Birkner, C. (2020) Sustainable Fashion Matterz Activism Signs [photograph] Fig. 8. Kaboompics (2021) Influencer promoting product [photograph] Consumer trends Social commerce Videos over text-based information Sustainable and ethical products Rise in influencers and relatable content Social commerce refers to the act of buying and selling products directly on social media sites (Mailchimp, n.d.), which is now becoming more popular. A report by Wyzowl revealed that the amount of people who would buy a product after watching a video has increased by 20% in the last decade (Wyzowl, 2024). More consumers now buy consciously and care about sustainable and ethical products. It is important for consumers to share the same values as companies. Consumers are increasingly turning to influencers for product reviews, finding them relatable and their opinions trustworthy. Assignment 2

9. Summary In the last two decades: The number of internet users grew by 4.5 billion (Statista based on ITU, 2024) and people now use a variety of devices. Social media as a search tool is on the rise. In 2024, more than half of UK consumers preferred to buy clothes and books online than in store (Meteor Space, 2024). Online video consumption is taking over traditional TV, with people also preferring to watch videos over reading information online. Key consumer trends: Buying products directly from social media. Videos are a popular and reliable source of information to consumers. Values such as sustainability are increasingly important. Trust in micro-influencers. Kayla Gaze | 76017889 Assignment 2

10. References Birkner, C. (2020) ‘Sustainable Fashion Matterz Activism Signs’ [photograph] in Unsplash.com . Available at: https://unsplash.com/photos/white-wooden-drawer-with-i-love-you-print-J6MJPuJiDPo [Accessed 04 March 2025] Cottonbro Studio (2020) ‘Browsing YouTube’ [photograph] in Pexels.com . Available at: https://www.pexels.com/photo/browsing-youtube-5077064/ [Accessed 04 March 2025] Cottonbro Studio (2020) ‘Person holding smartphone’ [photograph] in Pexels.com . Available at: https://www.pexels.com/photo/person-holding-white-iphone-5-c-5054350/ [Accessed 23 February 2025] Dumlao, N. (2020) ‘Social Media Apps’ [photograph] in Unsplash.com . Available at: https://unsplash.com/photos/white-samsung-android-smartphone-on-brown-wooden-table-kLmt1mpGJVg [Accessed 04 March 2025] eMarketer (2024) Data Report on ‘Average daily time spent per day with digital video vs. traditional TV by US adults, 2021-2025’ [graph]. Available at: https://www.emarketer.com/chart/265998/average-time-spent-per-day-with-digital-video-vs-traditional-tv-by-us-adults-2021-2025-hrsmins [Accessed 03 March 2025] Forbes (2024) Data report titled ‘Is Social Media the New Google? Gen Z Turn to Google 25% Less Than Gen X When Searching’ [graph]. Available at: https://www.forbes.com/advisor/business/software/social-media-new-google/#there_is_a_25_decline_in_using_google_for_search_between_generation_z_and_generation_x_section [Accessed 25 February 2025] Kayla Gaze | 76017889 Assignment 2

11. Kayla Gaze | 76017889 Kaboompics (2021) ‘Influencer promoting product ’ [photograph] in Pexels.com. Available at: https://www.pexels.com/photo/a-woman-using-her-phone-7320740/ [Accessed 04 March 2025] Mailchimp (n.d.) ‘What is Social Commerce And Why Does It Matter?’ Mailchimp [online]. Available at: https://mailchimp.com/resources/what-is-social-commerce/ [Accessed 04 March 2025] Meteor Space (2024) ‘The Most Popular Goods Purchased Online In The UK: Statistics To Help You’ Meteor Space [online]. Available at: https://www.meteorspace.com/the-most-popular-goods-purchased-online-in-the-uk-statistics-to-help-you/ [Accessed 25 February 2025] Pitt, C. (2022) ‘How Google searches and consumer habits are changing ’ Vertical Leap blog [online]. Available at: https://www.vertical-leap.uk/blog/how-google-searches-and-consumer-habits-are-changing/ [Accessed 04 March 2025] Statista based on ITU (2024) ‘Number of internet users worldwide from 2005 to 2024’ [graph]. Available at: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/ [Accessed 23 February 2025] Statista based on StatCounter (2025) ‘Market share of leading search engines worldwide from January 2015 to January 2025’ [graph]. Available at: https://www.statista.com/statistics/1381664/worldwide-all-devices-market-share-of-search-engines/ [Accessed 25 February 2025] Technology Education (n.d.) ‘How the Internet Has Changed The Business World’ Technology Education [online]. Available at: https://technologyeducation.org/internet-has-changed-the-business-world/ [Accessed 05 March 2025] Wyzowl (2024) ‘Video Marketing Statistics 2025’ Wyzowl [online]. Available at: https://www.wyzowl.com/video-marketing-statistics/ [Accessed 04 March 2025] Assignment 2