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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

Task 1: Presentation on technology use over time
and its impact on consumers and businesses
Access to the
internet
Digital devices
used by audiences
How customers
search for
information
What consumers
buy online
Online video
consumption
Consumer trends
Introduction
Assignment
2

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.).
Fig. 1: Number of internet users worldwide from 2005 to 2024 (Statista based on ITU,
2024)
2005 2007 2009 2011 2013 2015 2017 2019 2021 2023 2025
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Number of internet users worldwide
from 2005 to 2024
Year
Number
of
users
in
billions
Assignment
2

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.
Fig. 2: Cottonbro Studio (2020) Person holding smartphone [photograph]
Assignment
2

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)
Silent Generation (born 1935-1945)
Baby Boomers (born 1946-1964)
Generation X (born 1965-1980)
Millenials (born 1981-1996)
Generation Z (born 1997-2006)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
2024 Survey on preference for searching information
on social media over Google
Generations
% who prefer social media for search
Assignment
2

What consumers
buy online
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

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.
2021 2022 2023 2024 2025
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
Average daily time spent watching traditional TV and
digital video in the United States from 2021 to 2025
Traditional TV Digital video
Time
in
hrs:mins
Fig. 4: Average daily time spent watching traditional TV and digital video in the United States
from 2021 to 2025 (eMarketer, 2024)
Assignment
2

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

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.
Assignment
2

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_a
nd_generation_x_section
[Accessed 25 February 2025]
Assignment
2

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]
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]
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]
Wyzowl (2024) ‘Video Marketing Statistics 2025’ Wyzowl [online]. Available at: https://www.wyzowl.com/video-marketing-statistics/ [Accessed 04 March 2025]
Assignment
2

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

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