A look into how consumers use technology and the impact it has on their lives.

1. How consumers use technology and it’s impact on their lives
Impact of Technology on
Consumer Lives

2. Introduction
Figure 1; Jefferson Online (2016) An Internet History Timeline [graphic]
Over the years, the internet has changed more than we could ever imagine. Starting in the 1960s (Jackie Young, 2018), it was a very simple
form of what we know now. Users were essentially able to transfer data from one place to the next. The first computer was actually
produced in the 1950s (Computer History Museum, 2020) and allowed for far simpler tasks to be completed. As the internet and
technology has grown, so has consumer behaviour and the impact it has on their lives. Compared to computers when they were first
produced to how they are now, you can understand that they’re far more accessible and easier to take everywhere consumers go.

3. Access To The Internet
In figure 2, you can see that in between 1994 and 2002,
the percentage of people using the internet in the United
States grew at a sharp increase. In the early 1990s, the
internet was far more accessible to the general public
(Robert Kahn, n.d). This is potentially why we see such
a large increase between these two points.
As more people are using the internet within the United
States, there has been a higher demand for faster
speeds. When dial up internet first hit consumers, it was
running at just 56kps. To put it in perspective, it could
take up to 10 minutes for a song to download (Brian
Patrick Eha, 2013). By 2013, Google Fibre had been
released running at 1GB per second. With a much faster
speeds, users can do a lot more than ever before.
Figure 2; https://ourworldindata.org/internet

4. Digital Devices Used By Audiences
Figure 3; Amy Gesenhues (2013) Study: Android… Since 2011 [graph]
There are hundreds of different types of digital devices
available for audiences to use. In a recent survey, it was
shown that the most used device is a mobile phone. In
fact, it’s expected that around 73% of Americans use
their phones the most (Giselle Tsirulnik, 2017). Phones
are the most portable of all the devices to access
therefore, it can be a lot more suitable for consumers.
Figure 3 shows a serious increase in the usage of
mobile phones however, it also shows that most internet
users turn to their laptops to browse. Whilst laptops are
the most used devices to access the internet,
smartphones are used to access all social media
platforms (J. Clement, 2020). Some of the least used
devices include consoles, e-books and VR kits (Connie
Hwong, 2017).

5. How Customers Search For Information
Figure 4; Broadband Search (2019) The Most Popular Search Engine (chart)
With access to so many different devices in 2020, customers are finding
more ways to find the answers to their questions. Whilst search engines
will always be one of the easiest ways to get information, social media
is one of the most popular (Bridget Randolph, 2017). Through
platforms such as Instagram and Facebook, you can set up online stores
to purchase from. With adverts after every couple of posts, this is one
of the best ways to reach customers.
It’s common knowledge that word of mouth is the most effective form
of advertisement nowadays. Review sites are one way customers can
get recommendations from real people. Top of the favourite customer
review sites is Yelp and Yellow Pages (Heidi Abramyk, n.d). By seeing
what others are experiencing with a business, customers can get a real
feel for what’s coming their way. A positive experience results in a
positive review, which can impact a consumers choice largely.

6. What Consumers Buy Online
Figure 5; Marketing Charts (2014) Americans’ Most…Mobile Purchase [graph)
The most popular product that consumers purchase online is
clothing, with a 59% of US shoppers purchasing clothing
between 2018 and 2019 (Beatriz Estay, n.d). Some of the
least popular items purchased online include stationary and
household appliances. As the internet has grown, it’s become
a huge marketing platform. This allows retailers to reach
people around the world from just one place. A larger reach
increases product sales and improves their communication
too (Nora Oschmann, n.d).

7. Online Video Consumption
Figure 6; Limelight (n.d) Market Research…Video 2019 [graph]
The first motion picture was captured in the 1888 with no sound and just a slight amount of action (Tom Hickmore, n.d). It was just 2.11 seconds long but has been
counted as the first video. In 1895, the first movie was shown in a cinema in Paris (History, 2020). From here, movies progressed fairly quickly with cinemas
becoming more accessible around the world. Between 2010 and 2018, online video has increased from just 4% of the average time spent watching video to 28%
(Panopto, 2020). This has caused a huge drop in television. YouTube is now the largest online video platform in the US with over 163.75 million users each month
on the platform (Amy Watson, 2020). We also know that all generations use Youtube with 90% of 18-44 year olds using the platform and even 51% of over 75 year
olds enjoying it (Maryam Mohsin, 2020)

8. Consumer Trends
Figure 7; Abel (2020) How Consumers Use.. on Their Lives [graphic]
One of the most prominent changes in how
consumers are using the internet is in social media.
In 2008, only 28% of 30-49 year olds were
enjoying at least one social platform. At the same
time, 8% of 50-64 year olds too. 2018 stats show
that 78% of 30-49 year olds and 64% of 50-64 year
olds are enjoying at least one platform (Zia
Muhammad, 2018). This allows the older
generation to keep track of up to date information
with more ease.
Another huge change that we’ve seen over the last
few years is how consumers get online. In 2020, the
most popular method of using the internet is a
smartphone (Robert Williams, 2019). Smartphones
are incredibly convenient in this day as almost
everyone has one. When the internet first launched,
computers were the only way people were able to
get online (Geoff Herbert, 2019).

9. Summary
Overall, we can see that technology has come very far since it was first released. There’s been a huge range of new devices and platforms introduced over the years,
enticing consumers to use them far more often. It’s clear that technology has a far heavier impact on consumer lives in 2020 than it did when it was originally released.
With everything online, consumers can purchase products at the tap of a button. The addition of services, such as ApplePay and SamsungPay, make online shopping
even easier. You’re able to complete purchases in seconds. Easy access to the internet and all platforms on it make consumer life far easier than it’s ever been.
We’ve also seen a far larger increase in online video consumption. Having all your favourite tv shows, movies and other digital content available 24 hours a day means
consumers can go about their day as they wish. There’s no more having to put the next episode of a tv show on to record. Instead, consumers can watch it on catch up
when they get home. Consumers are even able to watch every single episode of thee next big series at once. This impacts consumers lives as they can plan daily
activities loosely without even thinking about the television. It also means they can find less clutter in their homes as everything it online, not video tapes.

10. Reference List
•Abel (2020) How Consumers Use…on Their Lives [graphic] in coohola.com. Available at: http://coohola.com/how-consumers-use-technology-and-its-impact-on-their-lives/ [Accessed 19
October 2020]
•Amy Geseihtes (2013) Study: Android…Since 2011 [graph] in marketingland.com. Available at https://marketingland.com/study-android-tablet-users-surpass-ipad-users-by-34m-in-q1-
with-tablet-usage-up-282-since-2011-2-47740 [Accessed 16 October 2020]
•Amy Watson (2020) Leading U.S. Video… monthly average users [chart] in statistic.com. Available at: https://www.statista.com/statistics/910875/us-most-popular-video-streaming-
services-by-monthly-average-users/ [Accessed 19 October 2020]
Beatriz Estay (n.d) 16 Online Shopping…People Shop Online? [online] in big commerce.com. Available at: https://www.bigcommerce.com/blog/online-shopping-statistics/#5-essential-
online-shopping-statistics [Accessed 19 October 2020]
•Brian Patrick Eha (2013) An Accelerated…Speed (Infographic) [online] in entrepreneur.com. Available at: https://www.entrepreneur.com/article/228489 [Accessed 19 October 2020]
•Bridget Randolph (2017) 11 Online Sales… Retail Business [online] in shoplift.co.uk. Available at: https://www.shopify.co.uk/retail/optimizing-online-sales-the-11-common-digital-platforms-
and-how-to-choose-the-right-ones-for-your-retail-business [Accessed 19 October 2020]
•Broadband Search (2019) The Most Popular Search Engine [chart] in broadbandsearch.net. Available at: https://www.broadbandsearch.net/blog/most-popular-internet-search-engine
[Accessed 16 October 2020]
•Computer History Museum (2020) Internet History of 1960s [online] in computer history.org. Available at: https://www.computerhistory.org/internethistory/1960s/ [Accessed 19 October
2020]
•Connie Hwong (2017) Devices: Use vs. Engagement [online] in vertoanalytics.com. Available at: https://vertoanalytics.com/chart-of-the-week-which-devices-are-used-most-often/
[Accessed 19 October 2020]
•Geoff Herbert (2019) 1994 in technology…20 years ago [online] in syracuse.com. Available at: https://www.syracuse.com/news/2014/11/
technology_history_internet_computers_phones_1994.html [Accessed 19 October 2020]
•Giselle Tsirulnik (2017) Mobile Phone…device: Forrester [online] in mobilemarketer.com. Available at: https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/research/
7473.html#:~:text=technology%20adoption%20finds%20that%2073,third%2Dmost%2Dused%20device [Accessed 19 October 2020]

11. Reference List
• Heidi Abramyk (n.d) Top 10 Review…Review On (2020) [online] in vendetta.com. Available at: https://www.vendasta.com/blog/top-10-customer-review-websites/ [Accessed 19 October
2020]
• History (2020) First commercial movie screened [online] in history.com. Available at: https://www.history.com/this-day-in-history/first-commercial-movie-
screened#:~:text=On%20December%2028%2C%201895%2C%20the,camera%2Dprojector%20called%20the%20Cinematographe [Accessed 19 October 2020]
• J. Clement (2020) Share of social…3rd quarter 2019 [online] in statistic.com. Available at: https://www.statista.com/statistics/184318/daily-social-media-activities-of-us-adults-device/
[Accessed 19 October 2020]
• Jackie Young (2018) The 1960s to now - the history of the internet [online] in edptonthenet.net. Available at: https://www.epdtonthenet.net/article/147649/The-1960s-to-now-the-history-
of-the-Internet.aspx# [Accessed 19 October 2020]
• Jefferson Online (2016) An Internet History Timeline [graphic] in online.jefferson.edu. Available at: https://online.jefferson.edu/business/internet-history-timeline/ [Accessed 16 October
2020]
• Limelight (n.d) Market Research…Video 2019 [graph] in limelight.com. Available at: https://www.limelight.com/resources/white-paper/state-of-online-video-2019/ [Accessed 16 October
2020]
• Marketing Charts (2014) Americans’ Most…Mobile Purchases [graph] in marketing charts.com. Available at: https://www.marketingcharts.com/industries/pharma-and-healthcare-44246
[Accessed 16 October 2020]
• Maryam Mohsin (2020) 10 YouTube Stats…2020 (Infographic) [online] in overload.co.uk. Available at: https://www.oberlo.co.uk/blog/youtube-
statistics#:~:text=All%20signs%20are%20pointing%20to,to%206.06%20billion%20in%202022 [Accessed 19 October 2020]
• Max Roser, Hannah Richie and Esteban Ortiz-Ospina (2015) Internet [graph] in ourworldindata.org. Available at: https://outworldindata.org/internet [Accessed 16 October 2020]
• Nora Oschmann (n.d) Factors Influencing Online Clothing Purchases [online] in ivoryresearch.com. Available at: https://www.ivoryresearch.com/samples/factors-influencing-online-
clothing-purchases/ [Accessed 19 October 2020]
• Panopto (2020) Comparing the Top Video Platforms of 2020 [online] in panopto.com. Available at: https://www.panopto.com/blog/comparing-the-top-online-video-platforms/ [Accessed
19 October 2020]

12. Reference List
• Robert Kahn (n.d) Internet [online] in britannica.com. Available at: https://www.britannica.com/technology/Internet [Accessed 19 October 2020]
• Robert Williams (2019) Smartphones are…survey says. [online] in mobile marketer.com. Available at: https://www.mobilemarketer.com/news/smartphones-are-most-popular-devices-for-
online-shopping-survey-says/565321/#:~:text=Smartphones%20have%20become%20the%20most,AdColony%20provided%20to%20Mobile%20Marketer [Accessed 19 October 2020]
• Tom Hickmore (n.d) The history of video: First things first [online] in nice media.co.uk. Available at: https://www.nicemedia.co.uk/history-video-first-things-first/ [Accessed 19 October
2020]
• Zia Muhammad (2018) How Internet… Decade (Infographic) [online] in digitalinformationworld.com. Available at: https://www.digitalinformationworld.com/2018/11/infographic-state-of-
the-internet.html [Accessed 19 October 2020]