The Evolution of the Internet - What Impact is it Having on Our Lives?
The Evolution of the Internet - What Impact is it Having on Our Lives?
Digital technology has had a huge impact on our lives since the internet took off in the 1990s.
Access to the internet was once a slow dial-up connection – linked to your home phone line. Some of us remember “that unique tone” and how it would so frequently cut out! I remember not being able to use the landline phone and the internet in one house at the same time (and that doesn't even feel very long ago!).
Over recent years, access to the internet has become a household and workplace necessity.
Being able to connect with friends and family via video on the other side of the globe via a mobile device would have seemed an impossibility not so long ago – now even our young children are able to video call grandparents at the click of a button.
So where did it all start?
In the 1960’s the internet was used primarily by the government for research labs and military communications.
Fast forward 20 years, 1st Jan 1983 considered the birth of the internet – but nothing like we know now. In 1991 the first web page was created and by 1994 the internet started to become commercialised.
Looking at today’s stats – in 1995 only 0.4% of the population were using the internet, compared to a whopping 65% in March 2021.
Need for speed
The speed of connection and browsing has become increasingly important to users. A lot of us live a fast paced life that demands the capability to get things done quickly.
The ability to download and watch video content relies on fast download speeds – data from Ookla found internet speeds from Jan 2020 to Jan 2021 increase by almost 50%. This is a clear demonstration of the advancements in technology over recent years.
As consumer demands increase, technology companies are under constant pressure to keep up.
The way we access the internet
The way that we access the internet has also changed. While desktops and laptops are still widely used for work purposes, the movement onto smart phones and devices is a sign of the times. It's fair to say that the majority of us now rely on our smart phones for everyday activities. There's an app for almost anything!
As of January 2021, mobile phones are generating almost 56% of online traffic (desktops 41%).
An interesting study from Salesforce indicated that while people spend a lot of time online researching before making a purchase (e.g booking a holiday) they use multiple channels before making their decision. This could include:
o Email
o Reviews
o In person
What's also interesting to businesses and marketers is that in a report developed by Hootsuite, people are more likely to research “how to” do things than to look for specific info on brands, products and services. For example, looking up "how to lose weight" would be a more popular search than specific weight loss brand terms.
What consumers buy online
Following the impact of Covid-19 impact, online shopping has not only become a necessity during lockdowns, but more greatly appreciated and accepted.
Some people (my Mum being one of them) had fear around entering personal and payment details online. As companies have become more reputable with further security steps being introduced, this has helped to alleviate some of these fears.
The events of the last 18 months or so have forced people to become more reliant on purchasing “essentials” online. This includes groceries, household supplies and personal-care products.
In particular, the fashion and apparel sector has become a huge online channel for retailers in a hugely competitive market.
With companies using clever re-marketing techniques, we are served ads relative to our buying habits. E.g – someone keen on golf might be served adverts on social media for golf resort holidays or golf wear/clubs.
Online video consumption
Videos have become a huge part of our digital lives – sometimes without us really realising.
Videos can tell a story – and this personalised nature can have an emotional effect on the viewer – which is exactly what they want it to do!
According to Wordstream, more video content gets uploaded in 30 days than the major US television networks have broadcast in 30 years. That really demonstrates the phenomenon that is video marketing.
Sites such as Instagram and Tik Tok have revolutionised video, with frequent posters becoming an internet sensation overnight.
Forbes recently stated that more than 500 million people watch Facebook videos every day.
This is big news for marketers, who are already leveraging their products and services off of this.
Consumer trends
Consumer trends indicate that in order to keep up with demand, businesses must have their online presence at the front of their minds.
If your website is not easily accessible and user friendly, people are going to be looking elsewhere.
According to Data Reportal, in Jan 2021 almost 60% of the population use the internet. That’s pretty staggering, and even more staggering is that 91% of these users are active on social media.
Summary
In summary, the fast paced world that we now live in means that the ability to find what we’re looking for online is important to us.
Being able to complete tasks on the move is an expectation, and being able to do thid on our smart phones and devices is a luxury that our next generation will take for granted.
As a mum of two small boys, being able to access forms, grocery shopping, online banking etc on the move is a fantastic convenience when we’re trying to juggle a balanced work/home/parent life.
Our expectations of internet speeds and the capabilities of our smart devices are ever increasing in a competitive online market.
According to Forbes, in 2020 it was stated that the average smart phone user spends a whopping 3.7 hours per day on their device! While this knowledge may be worrying for some when considering the future of our next generation, it’s exciting for businesses and marketers who have access to so many prospective customers through their digital marketing.
Link to presentation document here
Link to video presentation here
