The Introduction of the Internet

Introduction: Access to the internet

Changes in the number of people accessing technology.

Compared to now, to the digital conversion into email, digital radio, and new electronic devices such as the kindle for eBooks.

It replaces, places and locations such as libraries and stores and the physical product evidence normally when buying. The digital process is all online eliminating some of the original traditional marketing mix, having a large impact on people’s lives. S, Kings North 2018.

The introduction of the internet

Known as the information superhighway which was launched in the form of the internet in the 1990’s. The main challenge for marketers is in the use of cookies allowing marketers to track consumer habits and tailor marketing and promotions. This has enabled the world to become more connected than ever before through electronic devices and is having a large impact on people’s lives. (Avantika Monnappa Last updated on Sep 23.

The percentage connected to the internet worldwide examples are 2019 data 15% USA, Mexico 14% and China 10%, establishing that the internet is available worldwide.

Internet speeds from 2017 to 2021 data in the UK from Stastica

Suggests that in 2017 3.8 MBPS to 2021 increased to 50mbps increasing significantly, in terms of efficiency and speed for data usage over 4 years.

Data from age concern

Age, and use of technology in comparison from the young to the aged. The ages between 16-24 have a greater usage for all categories of communication, using electronic devices in comparison to ages over 65. Age concern.

Digital devices used by young audience’s such as mobile phones and PlayStation plugged into a TV. (Alex Gandra, May 10 2019)

The use of Alexa speaker and tablet devices, for more mature audiences. RA Ghandra, May 10 2019ef 5

UK data shows that 60% people access technology by using a smartphone compared to laptops 16% and television 1%.

How customers search for information

Customers search for information using various mediums known as Alexa using a speaker to probe for information. Search engines such as google on smart phones and laptops.

Downloads from online shopping, eBooks from stores such as Amazon designed for the Kindle.

What consumers buy online

Activities include shopping using a smartphone, tablet, or PC.

Consumer behaviour for online purchasing was top for electronics 69%, Books 67% and clothing 63%. Data taken from the USA. K.Saleh, April 1

Consumer behaviour

Consumers can use smart devices to shop online not just for clothing, food, and banking. Also, for holidays, voucher experiences for booked holidays which are becoming popular through Facebook advertising.

Online shopping and services and products used

Examples are for retail sales: Food shopping, clothing and fashion items, jewellery.

Holidays, purchasing a house. Access to services such as solicitors, CAB citizens advice bureau via email. Sports and leisure facilities such as Gym memberships. Market place through social media such as Facebook and eBay for second hand goods. eBooks for the kindle through Amazon and music downloads. S, Kings North 2018.

Online video consumption

Mainly by YouTube, downloads and streaming of video content on mobile phones and electronic devices. Such as Tik Tok; Instagram; Facebook and twitter which advertises video content and LinkedIn for B2B. (Business to Business). L. Ceci, Mar 11, 2022

(Chaffey D, F E Chadwick Digital marketing 2022)

Consumer trends for the USA over the last few years and predictions of the future usage for video consumption. Shows how video streaming outstrips video downloads and pay per view between 2017 to 2021. (Julia Stoll)

Consumer Trends

The improving internet speeds over the last few years is enabling a faster and more efficient customer experience which in turn is also increasing the amount of internet user’s overtime. This can be seen for the American populations where the use of video usage is done through electronic media devices such as YouTube on mobile and computers.

Smart phones are also allowing the increase in sales overtime as per consumer shopping behaviour, as can be seen in the USA.

The penetration of technology is evident especially for those accessing YouTube than standard TV cable and satellite packages. Video streaming compared to downloads is ever increasing with time.

Summary

The impact of technology has caused a push factor driving consumer behavior and is evident as it has become more efficient with the touch of a screen. An advance in touch type technology has made technology, user friendly for all ages to use, with advanced speaker technology. This has enabled penetration of technology worldwide and is not in isolation, with the improved advanced SEO (search engine optimization) and apps for shopping online.

(Chaffey D, F E Chadwick Digital marketing ,2022

S, Kings north, 2019)