The Evolution Of Digital Technology - Lewis Jones.

How consumers use technology and the impact it has on their lives

1. THE EVOLOUTION OF DIGITALTECHNOLOGY
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2. INTRODUCTION
What isDigital Technology?
'tools, systems and devices that can generate,
create, store or process data'.-Digital Child
TopicsWe WillCover:
-Access ToThe Internet
-Digital devicesUsed By
People
-How Consumers SearchFor
Information
-WhatConsumers BuyOnline
-OnlineVideoConsumption
-Consumer Trends
Good afternoon SXSW,my nameis Lewis Jones and
todayI'm excited totalk toyou about howaudiences use
technology and the impact on theirlives.

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The data inthe graph above showsthat the
number of internet usershas increasedby
104%between the yearsof 2013-
2023whichindicates thatinternet accesshas
grownacross the world exponentially.
Why?
-Increases indigital devicescapable
ofinternetconnectivity
-Increasesin accessibilitytosaid
devicesacross the globe
-Advancements in technologicalknowledge
-Convenience
ACCESS TO THE INTERNET

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Businesseshave the ability tosimplify interactions with
customers,as well as customers easily accessing thebusiness
without having tophysically travel.
Businesses whodo notoperate onlinerisk losing their
customerbase or potential new customers toanother that
doesdue to convenienceandperceivedquality
Consumersusing the internetcan beinformed ofany new
market trends anddealsa business mayhave through a
varietyofdigital channels.
Consumerswho don’thave access to the
internetriskmissingsaid trends,which also means they may miss
out on a product they desire.
The need forphysical stores is reducedfor businesses as only an
online store may be required, savingit moneyon running costs
and rentetc.
High street stores,Traditionalbusinesses
andtowncenterssufferas a result,reducingthe amount of
moneybeinginvested into cities and impacting consumers who
do not have access to the internet.
POSITIVES&NEGATIVESOF INCREASED
INTERNET ACCESSABILITY

5. DIGITAL DEVICES USED BY AUDIENCES
Mobile Phones:
Mobile phonesallow users to
makecalls,send test
messages,take photographs
andaccess the internet.
Laptop:
Modernday laptopsshare many
similaritiesto a mobile phone,through
internet connectivity andmessaging.
Theyhave an integratedkeyboard for
easy typing as well aslarger screens
andpowerful inbuiltprocessingunits.
Tablets
Larger versionofatouchscreen
mobile phonefalling between both
alaptop andmobile in terms of
functionality.
Fact
As of December2023,98% of
internetusers aged 16-64
worldwideowned amobile phone
-Bourgeaud, A (2024)

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Source: Thepercentage oftotal webpages servedto web browsersrunning on eachkind of device-Datareportal
As wecan see,mobilephones are still the
mostpopular deviceusedby audiences,
however,there is a slightdeclineyear-on-
year. On theflip side,laptop and
desktopcomputerusage ison the rise.
-Computers havebecome more affordable
forcustomers
-Mobile phoneprices have increased
-Its small sizeandportabilitymake
themobilethe most convenient option
Why?

7. HOW CONSUMERS SEARCH FOR
INFORMATION
Search Engines:
Programsthat searchdocumentsforspecified
key wordsincluded in theinitial search which
return a listof results on the internet with
those key words included.
Examples:Google, Bing, Firefox
VoiceSearch:
Voice search allowsaudiencesto search
theinternet via voicecommand, speakinga
query into a devicerather than typing.
Examples:Siri, Alexa
ImageSearch:
Allowsaudiencestouploadimagesto
search for results containing the specific
image.
Examples:GoogleImages

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Search Engines: Voice Search: Image Search:
Businessescan apply search engine
marketingbypayingfor an
advertisementto bedisplayedonthe
resultspage, which increasesconsumer
traffic and potential sales
Searching through traditional search
engines may be inconvenient for
theconsumeras it's time
consuming to input text
Provideseasy andquick
solutionswithout the time
consuminginput of text,alsoallows
customers to be focused on something
else asthe need tolook at a deviceis
eliminated, combating reduced
attention spans
Voice searchdoesn’t display results on
a screen whichmakes it challenging for
consumers to compareand analyse
Allows consumers to easily find
what they're looking for,
eliminating the need totype a
queryandreceive
amoreaccurate result
Someimagesmaynot appearin
theresultspage if they haven't been
indexedby the search engine-
Dunthorne, S (2023)
Meaning that aconsumermay not find
the results they'researching for
POSITIVES& NEGATIVESFOR BUSINESSES
AND CONSUMERS

9. WHAT CONSUMERS BUY ONLINE
Clothing:
-64%
Books:
-53%
Footwear:
-46%
Music:
-39%
Videos/DVD's
-37%
Data on the top 5physical items
purchased bythe percentage ofonline
shoppers in the UKas
of2020according toBuisinessChief:

10. ONLINEVIDEO CONSUMPTION
( C O N S U M E R S )
•The average video consumption per person around the world is believed to be around 84 minutes per day in 2024- Thriveagency
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2017 2023
YouTubeannualusers- 1.6Billion YouTubeannualusers – 2.7 Billion
TikTokannual users-150 million TikTok annual users -1.58billion
The data presented above shows a clear
increase in the popularity of short-form
video consumptionbetween2017 - 2023
-Decreasedattention spansmean thatconsumers only focus
onshort videos
-A morecomplexand intelligent algorithmprovides consumers
withcontent theyspecifically desire
-The introduction of Video sharingentices usersto
interactwitheach other,therefore increasing popularityto these
apps, actingasa form of social media
Why?
Source: Business Of Apps

11. ONLINE VIDEO CONSUMPTION
( B U S I N E S S E S )
ThisGraphshows that86% of businesses in
2022reportedly used video as amarketing
tool,increasingby25%compared to2016.
Theincrease inshortform
videoapplications(TikTok,Instagram reels)has
meant thatbusinesses can producecontentcost
effectivelyand withrelative ease
asproductioncostsarelower than that of
traditional advertisementandmany of these
videoscan becreatedon portable devices.
Why?
Source:Wyzowl

12. CONSUMER TRENDS
ArtificialIntelligence(A.I)
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Artificial Intelligenceis thescienceof making machines that can think like humans-HCLTech (2021)
Theincreasing growthofA.Iin today's technological worldis changing the way in which consumers use technology
BeforeA.I Introduction ofA.I
-Consumerssearched for answerstoqueriesthrough search engines and
other manualdata inputmethodsand comparedmultiple
different resultswhich could sometimes takeup a considerable amount
of timeandenergy.
-Consumershave the ability to ask a chatbota querywhich will
automaticallycompare all resultsandprovide the most accurate in the
form of human conversation,providing the consumer with a greater
understanding in much less time
-Consumers and businessesmanually inputted
dataintoprograms whichistime consuming andran the
riskofproducing a human error.
-A fully automatedtechnologycan now completethese tasks allowingthe
individual tobecome more productive and focus on other more
importanttasks.

13. CONSUMER TRENDS
SUSTAINABILITY
Sustainability-'avoidanceof thedepletionof natural resources in order to maintain anecologicalbalance.
Theprotection of the planet and its resources has become alargefactor in theway in which consumers useDigital Technology
Benefits OfDigital TechnologyOn SustainabilityNegativesOfDigitalTechnologyOn Sustainability
-Increased amountsof eCommerce websitesreduce the need to travel
to storesand release harmful vehicle fumes into the atmosphere
-The repeateduse ofdigital technology requires energy (charging
devices, internet connectivity etc.) whichcould be harmful to the
environment if extractedusing older methods (fossil fuels).
-Anincreased number ofdigital channels(social media, e-mail,
videocall etc.) allowconsumers to interact without the need totravel,
againprotecting theenvironment.
-Businessessufferasproductspurchasedonlineby consumers may be
delivered usingunsustainable packaging (plastic) whichmay
causecustomer upset and a loss of future sales.

14. SUMMARY
How hasdigitaltechnology impactedconsumers lives?
Time:
The evolution of digital technologyhascreated a
more time efficient lifestyle forconsumers:
-Ecommercehasmeantthatcustomers no
longer needto travelto purchasegoods
-Introduction of newinternet
searchmethodsmeans thatcustomerscan
search forinformation in amore
convenientmanor
-Modernday digital devicesprovide
consumers with the abilityto
completemanytasksfromone place.
Convenience:
Theevolutionof digital technologyhas created
amoreconvenientlifestylefor consumers:
-Short-form videohas combattedshort
attention spans, allowing consumersto
consume datain a
comfortableandconvenient way
-Ecommerceinternet stores have allowed
consumers topurchase goods on the
moveand without the need totravel to
retail stores
Communication:
An increaseddigital worldhas allowed consumers
to communicatenot only with each otherbut with
businesses also:
-Increasedinternet accessibility
meansthatconsumerscan communicate
whennotin each other's presence
-Consumers have the ability to communicate
withbusinesseswithout the need to travel
-Sharingplatformsallowconsumers
tosharetheirlikes and interestswithfriends,
familyandmaintain relationships

15. •Internet Users Statistic Chart - BroadBandSearch (2024) Key Internet Statistics in 2024. Available at:
https://www.broadbandsearch.net/blog/internet-statistics [Accessed 20 May 2024]
•Iphone 14Pro Max-02 (2024)Available at:https://www.o2.co.uk/shop/apple/iphone-14-pro-max-like-
new?setTTSelectedStack=360&device-type=packages[accessed14June 2024]
•Laptop- 02(2024)Available at:https://www.o2.co.uk/shop/samsung/galaxy-book?device-type=packages[Accessed14 June 2024]
•PC Mag(2021) Lenovo's Huge Array of New Tablets Includes...a Huge Tablet. Avaiable at:https://au.pcmag.com/tablets/87904/lenovos-
huge-array-of-new-tablets-includesa-huge-tablet[Accessed14 June2024]
•Borgeaud, A(2024)Global digital devices ownership worldwide 2023.Available at:https://www.statista.com/statistics/1380075/global-
digital-device-ownership/ [Accessed14 June 2024]
•Iconsdb (2024)White magnifying glass 2 icon. Available at:https://www.iconsdb.com/white-icons/magnifying-glass-2-
icon.html[Accessed14 June 2024]
•Datareportal(2024)Device usagegraph.Available at:https://datareportal.com/reports/digital-2024-deep-dive-how-the-world-goes-online
[accessed19June 2024]
•Grentech (2016)search engines vs web browsers. Available at:https://grenfellinternetcentre.com.au/search-engines-vs-web-
browsers/[Accessed19 June 2024]
•Flaticon(2024)Voicesearch free icon.Available at:Voice search icons created by Mutualism - Flaticon [Accessed19June 2024]
•Flaticon (2024)old mobile phone free icon.Available at: Telephone icons created by Freepik - Flaticon[Accessed21 June 2024]
•Buisinesschief (2020)Top 10 items bought online in the UK. Available at: https://businesschief.eu/corporate-finance/top-10-items-bought-
online-uk[Accessed 21 June 2024]

16. •Wyzowl(2022) Video marketing statistics2022.Available at:https://www.wyzowl.com/sovm-results-
2022/#:~:text=More%20than%2099%25%20of%20people,continue%20using%20video%20in%202021.&text=Two%20thirds%20of%20marketers%20(6
6,spend%20on%20video%20in%202022.&text=88%25%20of%20people%20would%20like,3%25%20from%20last%20year .)[Accessed26 June 2024]
•Youtube(2024)Logo. Available at:https://www.hope.film/dvd-digital/youtube-logo-png-photo-0/[Accessed 26June 2024].
•Flaticon(2024) Sustainability free icon.Available at:Sustainability icons created by Freepik - Flaticon[Accessed27 June 2024]
•Pattam, A(2021)Artificial Intelligence, defined in simple terms-HCLTech.Available at:https://www.hcltech.com/blogs/artificial-intelligence-defined-
simple-terms#:~:text=Artificial%20intelligence%20is%20the%20science,decisions%2C%20and%20judge%20like%20humans.[Accessed27 June 2024]
•Freepik (2024)AIspecial linealcolor icon. Available at:https://www.freepik.com/icon/ai_8131880 [Accessed27 June 2024]
•Flaticon (2024)clock free icon.Availableat:https://www.flaticon.com/free-icon/clock_4305432 [Accessed4July 2024]
•DigitalChild(2024)Digital Technologydefinition. Available at:https://digitalchild.org.au/defining-digital-
technology/#:~:text=We%20refer%20to%20digital%20technology,programmed%20to%20perform%20various%20functions.[Accessed10July 2024]
•Aeye (2019)South By South WestLogo. Available at:https://www.aeye.ai/events/sxsw-march-9-11-2019/ [Accessed10 July2024)
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17. TASK2 -SCRIPT
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Access to the internet has grown exponentially across the world over the past ten years. The data in the graph suggests a
104% increase in the amount of internet users worldwide between 2013 & 2023.
1 - One major reason for this dramatic increase is due to the amount of devices being produced that are capable of internet
connectivity. It’s currently estimated that in 2024, 54% of the global population own a smartphone, meaning that over half of the
worlds population has access to the internet through this kind of device. Another big reason as to why internet accessibility has
increased is due to an advancement in technological knowledge. As the modern world continues to grow, those in lesser
developed countries are beginning to gain the necessary equipment and understanding required to provide their citizens with
access to the internet. - 48 seconds
2 - Increased Internet accessibility comes with many positives and also negatives when looking at consumer and business
relationships. Consumers can easily access websites, resulting in a more time efficient experience with the lack of travel
required, which also benefits businesses as it keeps their customers happy. On the contrary, businesses with no online
presence that operate solely through physical stores may risk losing customer base to a business that does. - 73 seconds
3 - In todays technological world, audiences use a variety of devices in their day-to-day lives. Mobile phones allow users to
make calls, send text messages, take photographs and access the internet. Its small size allows for easy portability and
storage. A study conducted by Alexandra Borgeaud found that 98% of internet users aged between 16-64 owned a mobile
phone. Other popular devices include the laptop, which contains an integrated keyboard and powerful processing unit and a
tablet, which shares many similarities to both devices, falling between the two in terms of functionality. - 108 seconds

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4 - Consumers can search for information on the internet in a variety of ways. The most common being search engines. Search
engines are programs that search documents for specified key words included in a consumers initial search, returning a list of
results on the internet with those key words included. An example of a search engine is Google. Another way in which consumers
can search for information is through Voice Search. Voice search allows audiences to search the internet via voice command,
directly speaking a query into a device rather than typing. This alternative provides easy and quick results without the time
consuming input of text. An example of a voice search programme is Amazons Alexa. Finally, consumers can also search for
information through images, uploading an image to search for results containing that specific image. This allows consumers too
easily find what they’re looking for, providing a more accurate and less time consuming search. An example of image search is
Google Images. - 164 seconds
5 - The most common physical items that consumers purchased online in 2020 was compared in a study by BusinessChief. They
found that the most common item was clothing, with a staggering 64% of online shoppers purchasing an item of clothing on the
internet. This shows that the evolution of technology is transferring the demand for high street retail stores to e-commerce,
benefiting the consumer as it reduces the need to travel and saves time. - 187 seconds
6 - Online video consumption has also evolved to be one of the largest reasons why consumers access the internet. For
consumers, the average video consumption per person in 2024 is believed to be around 84 minutes per day. Over the last 6 years,
short-form video usage has grown exponentially.
Why is this?
In todays world, consumers attention spans are becoming smaller and smaller as many aspects of our lives are autonomous. Short
form videos suit this change, as they require less focus and take up less time to consume.

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6 - The evolution of technology also brings with it new consumer trends. Artificial intelligence is a big trend on the rise in
todays world. Simply, Artificial intelligence is the science of making machines think like human beings, and this is changing the
way in which consumers use technology. Before A.I, consumers and businesses were required to complete many tasks
themselves but the introduction of A.I means that these tasks can be completed fully autonomously through this technology.
A second trend arriving from the evolution of technology is sustainability. This is simply the avoidance of the depletion of
natural resources in order to maintain ecological balance. An increased digital world reduces the need to travel to: shop,
communicate with friends and family. This all reduces the amount of fossil fuels being burned and released into the
atmosphere, increasing sustainability.
8 - To summarise, Digital technology has evolved to have a positive impact on the lives of the consumer. It has created a more
time efficient lifestyle, convenient lifestyle and also provides new and impactful ways to communicate with not only other
consumers but also with businesses - helping to maintain important relationships with relative ease.

20. LINKS:
•Video -https://youtu.be/VGTXH1eDSTE
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