The Evolution Of The internet

The Evolution Of The internet

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  The Evolution Of TheInternet HOW CONSUMERS USE TECHNOLOGY AND THE IMPACT IT HAS ON OUR LIVES.
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  Introduction to theInternet  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
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  Access To TheInternet  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.
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  Most Popular DigitalDevices 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.
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  How Consumers SearchFor 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.
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  What Do ConsumersBuy 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
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  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
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  Consumer Trends  Lookingahead 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.
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  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.
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  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