HOW AUDIENCES USES TECHNOLOGY AND ITS IMPACT IN THEIR LIVES.

Promotional Strategy Within The Construction Industry

June 21, 2023

INBOUND MARKETING

January 13, 2024

Published by Olushola Adetutu on July 24, 2023

The History and Evolution of the Internet

❖ The internet is a globally interconnected network of computers that enables individuals to communicate and exchange information. The ARPANET system was developed by the United States Department of Defence during the 1960s with the purpose of interconnecting its research centers.

❖ In the 1970s, ARPANET experienced expansion to include universities and other research institutions. During this period, the first email was sent in 1971. In the 1980s, the development of the World Wide Web facilitated user access to information through the use of a browser.

❖ In the 1990s, the internet underwent a transition to become a network that was publicly accessible. The inaugural commercial web browser, Netscape Navigator, was launched in 1994. During the late 1990s, a multitude of internet-based enterprises emerged as part of the dot-com boom. However, this was followed by the dot-com bust in the early 2000s.

❖ Throughout the 2000s and 2010s, the internet experienced significant progressions, such as the rise of social media, mobile technology, and cloud computing. In modern times, the internet has emerged as a vital component of daily life for a multitude of individuals worldwide, and its impact on society and culture is steadily increasing.

Access to the Internet

According to Digital 2023 April Global statshot Report, the total number of internet users grew by 147 million in the past 12 months. Currently, there are 5.18 billion internet users in the World.

❖ The proliferation of global internet connectivity has resulted in a reduction in the number of individuals who lack access to the internet, which now stands at 2.85 billion. The majority of these individuals are concentrated in Southern and Eastern Asia, as well as Africa. ❖ It is evident that achieving the objective of “universal access” requires further efforts. Additionally, the caliber of individuals’ internet connectivity is a crucial factor to be taken into account. ❖ According to current trends, it is projected that approximately two-thirds of the global population will have internet access by the conclusion of 2023.

Digital devices used by audiences

How customers search for information

As per the study, the feedback provided by consumers regarding their shopping experience has a significant impact on the perceptions and purchasing behaviour of other consumers. This feedback is primarily posted on the website of the sellers by all three generational groups. This trend can prove to be advantageous for sellers who aim to retain dissatisfied customers. According to the survey results, a higher percentage of Millennials (34%) utilise Facebook compared to Baby Boomers (25%). Conversely, Baby Boomers (22%) exhibit a greater tendency to access manufacturer or brand websites than Millennials (17%). Other types of social media platforms are not frequently utilised by all consumer groups to express their opinions.

As per the study, the feedback provided by consumers regarding their shopping experience has a significant impact on the perceptions and purchasing behaviour of other consumers. This feedback is primarily posted on the website of the sellers by all three generational groups. This trend can prove to be advantageous for sellers who aim to retain dissatisfied customers. According to the survey results, a higher percentage of Millennials (34%) utilise Facebook compared to Baby Boomers (25%). Conversely, Baby Boomers (22%) exhibit a greater tendency to access manufacturer or brand websites than Millennials (17%). Other types of social media platforms are not frequently utilised by all consumer groups to express their opinions.

What consumers buy online

❖ Online consumers purchase a diverse range of products, spanning from everyday necessities to high-end merchandise. ❖ The proliferation of electronic commerce has facilitated the ease with which individuals can engage in shopping activities from the comfort of their residences while simultaneously providing access to a worldwide marketplace. ❖ The following are typical product categories that consumers purchase through online channels: ❖ It is noteworthy that the particular products purchased by consumers online may differ depending on variables such as their demographic profile, interests, and requirements. ❖ The e-commerce industry is undergoing continuous evolution, and consumers are presented with a wide range of options for online shopping.

Online video consumption

❖ The current state of video marketing is evolving to be more advantageous for marketers. Studies indicate that video content is a preferred means for consumers to familiarise themselves with brands and is considered an essential tool during the information-gathering stage of their purchasing process.

Furthermore, a significant portion of video consumers currently seek to acquire fresh knowledge pertaining to their interests or hobbies, as opposed to solely utilising videos for entertainment purposes. Marketers can incorporate educational videos into their strategy to provide consumers with niche-related content while simultaneously promoting a brand or product.

The video industry is continuously expanding, changing, and evolving to cater to the ever-changing needs and platforms of consumers.

As the content evolves with each new generation, it is imperative for marketers to conduct ongoing research on the interests, hobbies, and behaviours of video consumers.

How consumers’ use of technology has changed over the past 3-5 years

According to recent data, mobile devices constituted 50.44% of the overall worldwide internet traffic and 77% of the total digital minutes in the United States during the year 2019.

In addition to the rising prevalence of tablets and wearables in households, consumers utilize a diverse range of devices to both access the internet and engage in online purchasing.

It is observed that consumers tend to use multiple devices during their buyer’s journey. As per a report by Google, a significant majority of 90% of consumers utilize multiple devices to complete a single task online.

There is a growing trend among consumers to make purchases directly through chatbots. Based on the findings of HubSpot’s research, it has been observed that 47% of consumers are receptive to the idea of making a purchase through a chatbot.

Summary

The impact of technology on Consumers has evolved overtime with the Internet,a globally interconnected network of computers, has become a vital component of daily life with advancements in social media, mobile technology, and cloud computing. With global internet connectivity reducing the number of internet-deprived individuals to 2.85 billion, universal access is expected by 2023. Consumer feedback significantly impacts purchasing behavior and perceptions, with Millennials using Facebook more than Baby Boomers. Online consumers buy diverse products through electronic commerce, with video marketing becoming more advantageous for marketers. Mobile devices account for 50.44% of global internet traffic and 77% of digital minutes in the US in 2019. Chatbots are becoming more popular, with 47% of consumers receptive to purchasing through them.

Olushola Adetutu

Hello, I'm Olushola Adetutu, a dedicated architect and leader with a passion for making a positive impact through sustainable design. With a background and bachelor's degree in Architecture and a master's degree in Environmental Design, I have gained extensive experience in the field. My journey in architecture began with the establishment of DWAD Creations, an architectural practice I co-founded with my professor. Through this venture, I honed my entrepreneurial skills and developed a deep appreciation for the intersection of design and business. Complementing my practical experience, I also completed an Entrepreneurial Course with Fate Foundation and obtained a Business Mentorship Certificate. Over the years, I have had the privilege of working on various projects and assuming leadership roles. As a Senior Architect with the Lagos State Government, I successfully executed diverse projects ranging from housing schemes and high-rise structures to hospitality establishments, sports centers, and mixed-use developments. Additionally, I had the opportunity to pioneer and lead a team focused on sustainable architecture in the riverine area of Makoko, aiming to enhance the quality of life for its residents. Relocating to Scotland, United Kingdom, I expanded my professional horizons by joining the United Nations as a Technical Personnel during the UNCop26 event in Glasgow. This experience exposed me to the global built environment and healthcare systems, broadening my perspectives on sustainable practices and their impact on society. I actively participated in seminars, workshops, and became a Built Environment Change Maker with Built Environment - Smarter Transformation, a non-profit organization. In this role, I championed the adoption of smarter strategies to accelerate the achievement of 75% net-zero emissions in line with Construction Practices according to the 2030 Scottish Agenda. Furthermore, I dedicated my time as a social media manager for St. James Research Centre in Falkirk and a charitable organization called Global Family, recognizing the importance of amplifying the voices of small companies and supporting their outreach efforts. Motivated by a desire to assist businesses in reaching their target audience effectively, I founded DWAD Pro LTD, a company focused on providing strategic marketing solutions in the United Kingdom. To enhance my expertise in this domain, I enrolled in a Postgraduate Diploma in Digital Marketing at the British Academy of Digital Marketing. Beyond my professional endeavors, I find strength and inspiration in my Christian faith. Living a life filled with grace, I am committed to making a difference and inspiring the younger generation to embrace diverse professions within the built environment. By leveraging my influence as an architect and entrepreneur, I strive to create awareness of sustainable practices and encourage others to join me on this journey towards a more sustainable future. Thank you for taking the time to learn about my journey. I look forward to connecting with like-minded individuals, organizations, and collaborators who share my passion for sustainable architecture and making a positive impact on our world.

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HOW AUDIENCES USES TECHNOLOGY AND ITS IMPACT IN THEIR LIVES.

Promotional Strategy Within The Construction Industry

INBOUND MARKETING

The History and Evolution of the Internet

Access to the Internet

Digital devices used by audiences

How customers search for information

What consumers buy online

Online video consumption

How consumers’ use of technology has changed over the past 3-5 years

Summary

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Olushola Adetutu

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