THE EVOLUTION

OF INTERNET
How consumers use technology and
its impact on our lives
 Table of
CONTENTS
01 02 03 04
INTRODUCTION ACCESS THE DIGITAL DEVICES HOW CUSTOMERS
USED BY AUDIENCES SEARCH
INTERNET
INFORMATION

05 06 07 08 09
WHAT ONLINE VIDEO CONSUMER SUMMARY REFERENCE LIST
CONSUMERS BUY CONSUMPTION TRENDS
ONLINE
 ACCESS THE INTERNET

01. INTRODUCTION
The internet began as ARPANET, a military and academic project, and transformed
significantly with the introduction of the TCP/IP protocol in 1983, which enabled
different networks to communicate, forming the modern internet's backbone. The
1990s saw rapid growth with the creation of the World Wide Web by Tim Berners-
Lee, making the internet more user-friendly and accessible. By 1995,
approximately 16 million people were online, using it for basic web browsing and
email.
Entering the new millennium, the internet's landscape was reshaped by the rise of
social media, e-commerce, and streaming services, drastically altering user
interaction. By 2022, over 5.5 billion people were using the internet for a variety of
purposes, from communication and entertainment to education and commerce. Image 1. Sir Tim Berners Lee the
Founder of the
World Wide Web Consortium (Open
Today, the internet continues to evolve with advancements in technologies like the Data Institute, nd)
Internet of Things (IoT), artificial intelligence (AI), and 5G networks, indicating a
future of even more integration into daily life and continual innovation.
 ACCESS THE INTERNET
01. INTRODUCTION

Image 2. UNIVAC I, first commercial computer in 1951 (University System of Georgia, nd).

The image depicts a scale model of the UNIVAC I, the pioneering British commercial computer introduced in 1951. Weighing
approximately 16,000 pounds and equipped with 5,000 vacuum tubes, the UNIVAC I boasted a processing capacity of around
1,000 calculations per second. Designed primarily for business applications, it marked a significant leap forward in computing
technology. Initially targeted towards government agencies, its adoption later expanded to include private sector entities such as
A.C. Nielsen and Prudential Insurance. By 1957, Remington-Rand had sold forty-six UNIVAC machines, reflecting the increasing
demand for early computing solutions.
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01. INTRODUCTION

TIMELINE
1978 1993 2001 2004 - 2005
The first email was Mosaic, the first First ever Apple iPod Facebook Collage
sent to 400 users of graphical browser is launches network is created
ARPANET introduced to the Youtube goes live
average consumer

1962 1992 1998 2003 2009

MySpace becomes
J.C.R. Licklider The World Wide Web Google introduces Mobile data traffic
the most popular
introduced the goes with its first web real-time search exceed voice traffic
social network. Apple
idea of age Symbolics.com feature.
launches iTunes store
intergalactic
and sells one million
Network
songs in its first week.
2. ACCESS THE INTERNET ACCESS THE INTERNET

Image 3. Collection of modems once used in Australia, including dial-up, DSL, and cable modems (wikipedia, 2023)

The introduction of the PC modem in 1977 marked a significant milestone in the evolution of internet access.
Invented by Dennis Hayes and Dale Heatherington, this device revolutionised how home computer users
connected to the internet. Prior to the modem, internet access was largely confined to academic and research
institutions, relying on complex and expensive mainframe computers.
The PC modem transformed this landscape by enabling individual users to connect their personal computers
to the internet via telephone lines.

This breakthrough facilitated the emergence of a new era of personal computing and online access, allowing
users to dial into remote networks, exchange data, and communicate electronically from their homes.
2. ACCESS THE INTERNET ACCESS THE INTERNET

In 1981, The British Broadcasting Corporation's Computer Literacy Project aimed to introduce adults with an interest
in computers to the technology. Acorn developed the popular BBC Microcomputer System, enabling viewers to follow
the programme using their own home computers. The machine featured expandable options, including ports for
cassette storage, a serial interface, and basic networking capabilities. A significant range of software was developed
for the BBC Micro, encompassing educational tools, productivity applications, and games.

Image 4. BBC’s The Computer Programme (computer Image 5. The BBC Microcomputer (BBC, 2015)
history museum, nd.)
2. ACCESS THE INTERNET ACCESS THE INTERNET

Emojis were created by computer scientist Scott Fahlman on

September 19, 1982, the first emoticons were simple text-based
symbols, ":-)" for a smiley face and ":-(" for a frowny face, used to
convey emotions and tone in online messages.

Image 7. Scott E. Fahlman, the creator of the first emoticons,

Image 6. The original message from Scott E. Fahlman, sent on September 19, holds a sign featuring the original smiley face :-) (Intelligent
collector, 2021)
1982, proposing the use of ":-) (Intelligen Collector, 2021)

Fahlman's innovation aimed to distinguish jokes from serious statements in early online communications. This
simple yet effective method quickly gained popularity, becoming a precursor to modern emojis. These basic
emoticons evolved into the diverse range of graphical emojis used widely today, reflecting the growth of digital
communication tools.
2. ACCESS THE INTERNET ACCESS THE INTERNET

Image 8. Individuals using the Internet (% of population) (World Bank, 2021)

 ACCESS THE INTERNET
03. DIGITAL DEVICES USED BY AUDIENCES

The image shows the device ownership

among internet users aged 16 to 64 in
January 2024. Notably, 97.8% of users
own some type of mobile phone, and
97.6% have a smartphone. There is a
decline in the ownership of basic
phones, tablets, and virtual reality
devices, while laptops/PCs, gaming
consoles, TV streaming devices, and
smart home devices show slight
decreases. Smartwatches exhibit a
slight increase in popularity.

Image 9. Percentage of internet users aged 16 - 64 who owns each kind of device (Smart Insights, 2024)
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03. DIGITAL DEVICES USED BY AUDIENCES

The image illustrates media consumption

habits among internet users aged 16 to 64
as of January 2024. Notably, 98.1% use
mobile phones for internet access, 90.2%
use laptops, desktops, or tablets, and
93.2% engage with social media.
Traditional media show declines: 88.7%
watch linear and broadcast TV, 76.6%
watch streaming and on-demand TV,
62.1% read physical press content, and
66.1% listen to broadcast radio. Other
media trends include 68% reading online
press content, 64.9% using music
streaming services, and 62% listening to
podcasts.

Image 10. Percentage of internet users aged 16 - 64 who consume each media type (Smart Insights, 2024)
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04. HOW CUSTOMERS SEARCH INFORMATION

When it comes to the distribution of search

engine platforms, Google remains the
undisputed leader, holding an 86% share of all
searches as of April 2024.
It's evident that Google maintains its
ACCESS THE INTERNET
dominance in the market, a factor that
should be considered in your digital
strategy. However, this doesn't mean
overlooking other search engines,
particularly Bing, which accounted for 5.8%
of searches last year. With both platforms
now incorporating AI-powered search
features, it's undoubtedly an area worth
monitoring closely in 2024.
Image 11. Search Engine Market Share Worldwide Apr 2023 - Apr 2024 (Statcounter, 2024)
04. HOW CUSTOMERS SEARCH INFORMATION ACCESS THE INTERNET
GENERAL VOICE SEARCH STATISTICS

The figure 1 illustrates the number of users of voice

NUMBER OF VOICE DIGITAL PERCENTAGE
YEAR
ASSISTANTS USERS ASSISTANTS OF PEOPLE assistants over the years. There has been a steady
increase in the number of users from 2017 to 2023, with
2017 79.9 MILLION Google Assistant 36% a peak of 132 million users in 2021. However, there was a
slight decline in 2022, with 123.5 million users, followed
2018 103.9 MILLION Apple’s Siri 36% by a slight increase to 125.2 million users in 2023. This
data highlights the growing trend of voice assistant
2019 115.2 MILLION Amazon Alexa 25% adoption over the years, albeit with minor fluctuations in
user numbers.
2020 128 MILLION
Microsoft Cortana 19%
The figure 2 displays the percentage of individuals using
2021 132 MILLION different digital assistants. Google Assistant and Apple's
Other 1% Siri lead the market with 36% each, closely followed by
2022 123.5 MILLION Fig 2. digital assistants used by consumers. Amazon Alexa at 25%. Microsoft Cortana also holds a
(Shewale, R. 2024) significant presence, with 19% of users. The remaining
2023 125.2 MILLION 1% accounts for other less common digital assistants.
This information provides a quick insight into the
Fig 1. Number of voice assistant users
over the years. (Shewale, R. 2024) relative popularity of digital assistants among
consumers.
 05. WHAT CONSUMERS BUY ONLINE ACCESS THE INTERNET

The United Kingdom (UK) boasts the most advanced e-commerce market in
Europe. In 2023, nearly 60 million UK residents are e-commerce users,
making online shopping a norm. The UK’s e-commerce market is the most
profitable in Europe, with online sales accounting for 26.5 percent of retail
sales in 2022, double the amount from a decade prior. The pandemic
spurred a 47 percent increase in internet retail sales in 2020. However,
sales decreased by 10 percent in 2022 due to inflation and global events.
Despite this, e-commerce revenue in the UK is projected to grow across all
segments.
Image 12. Shopping online (istockphoto.com)

The fashion segment leads in online retail revenue, with over one-fourth of sales from textile, clothing, and footwear
stores coming from online channels. Consumer electronics follow closely, with Amazon being a leading retailer. UK
consumers prefer using smartphones for online purchases, though they tend to spend more per order on desktop
devices. In 2022, the average order value was highest on desktops at £126, compared to £102 on tablets and £86 on
mobile phones.
A 2022 survey revealed that 96 percent of UK consumers value the option to pay cash upon delivery, while free returns
and delivery are less critical. Additionally, 93 percent consider environmentally friendly delivery options important,
focusing more on sustainable packaging and products rather than delivery methods.
 05. WHAT CONSUMERS BUY ONLINE ACCESS THE INTERNET

The provided chart displays the top online shopping

categories worldwide for the year 2024. According to
the data, electronics is the leading category with an
impressive market value of $922.5 billion. Fashion
follows as the second most popular category, reaching
$760.0 billion.
The food sector ranks third, generating $460.1 billion,
while beverages are at $248.7 billion. Both DIY and
hardware items and furniture are closely matched, with
market values of $220.2 billion and $220.1 billion,
respectively.
Media products, such as books and music, are projected
to generate $193.9 billion. Beauty and personal care
items are anticipated to reach $169.6 billion in sales.
Image 13. Top Online Shopping Categories Worldwide in 2024: Electronics lead Tobacco products and toys and hobbies, though smaller
with $922.5 billion, followed by Fashion at $760.0 billion. (Source: Statista) in comparison, still represent significant markets with
$116.6 billion and $89.8 billion, respectively.
Overall, this data highlights the dominant categories in
the global e-commerce market, showcasing the
substantial economic impact of online shopping across
various sectors.
05. WHAT CONSUMERS BUY ONLINE ACCESS THE INTERNET

E-commerce is increasing over the years that’s why companies have to customise their websites in order
to give people the best experience. Even if customers end up buying in physical stores most of the have
done the research of the product on internet before. Therefore the online presence is essential: from the
design to the payment method service

Main reasons why people buy online Why people abandon they purchases

Modern convenience Being forced to create an account.

Online discounts Struggling with complicated checkout processes.
Easy shopping Unexpected delivery costs.
Easy replace and refound Concerns over security.
Crowd avoidance
Same day delivery
Rare finds
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06. ONLINE VIDEO CONSUMPTION

In 2024, online video consumption continues to rise

exponentially, significantly influencing marketing strategies
across industries. With over half of all video views occurring
on mobile devices and social media platforms generating
massive engagement, videos have become a pivotal tool for
increasing sales and achieving high ROI. This introduction
highlights the trends and statistics that underscore the
critical role of video content in today's digital landscape.
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06. ONLINE VIDEO CONSUMPTION

These statistics highlight the importance of prioritising video marketing, focusing on engaging, shareable, and mobile-
friendly content to maximise reach and effectiveness in 2024

Key Video Marketing Statistics for 2024

Increasing Sales: Over 80% of marketers attribute video content to increased sales.
Enhanced Engagement: Videos on social media generate 1,200% more shares than text and images combined.
High ROI: 87% of video marketers report good ROI.
Platform Usage: YouTube is used by 88% of marketers; Facebook, Instagram, and TikTok are also popular.
Mobile Dominance: Over 50% of video views occur on mobile devices.
Future Trends:
Live streaming
Personalised video content
Short-form videos (TikTok, Instagram Reels)

(Creative Marketing ltd)

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06. ONLINE VIDEO CONSUMPTION

This graph illustrates the significant growth in the

number of digital video viewers worldwide from
2019 to 2023. The data shows a steady increase in
viewership, starting at 2.78 billion viewers in 2019
and reaching 3.48 billion in 2023. This upward trend
highlights the expanding popularity and
consumption of digital video content across the
globe, indicating a shift in how audiences engage
with media over recent years.

Image 11. Number of digital video viewers worldwide from 2019 to

2023 (in billions) (source: Statista, 2022)
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07. CONSUMER TRENDS

In the past, consumers were more predictable and loyal to brands. They relied on traditional marketing
channels like TV and print ads to make purchasing decisions.
However, with the advent of digital media, consumer behaviour has undergone a significant
transformation. Today, consumers are more fragmented and diverse, with increasing access to
information and choices, with 80% of online shoppers using mobile devices to research and make
purchases.

Image 14. The evolution of consumer behaviour in the digital age (Medium, 2024)
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07. CONSUMER TRENDS

The Rise of Influencer Marketing

The UK is home to the second largest influencer marketing market in the

world, after the United States. With a growth rate of 24% in advertising
spend on influencers in 2020, it's no surprise that influencer marketing is
becoming an increasingly important channel for brands looking to reach
their target audience.
The 71% of Brits use influencers to discover new products and services,
while 64% have made a purchase after seeing an influencer's post.
Furthermore, with over half of all influencers boasting between 10,000 and
100,000 followers, there are plenty of opportunities for brands to partner
Image 15. Influencer recording a video (instockphoto)
with influencers who can help drive engagement and sales.
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07. CONSUMER TRENDS

YouTube and TikTok are the most popular platforms

for influencer marketing in the UK, with 45% and 34%
of consumers respectively using these channels to
engage with influencers. Instagram is also a key
player, with 28% of consumers having made a
purchase after seeing an influencer's post on this
platform.
When it comes to consumer behaviour, authenticity
is key. A staggering 70% of Brits believe that
authenticity is essential when it comes to influencer
marketing, and 64% prefer to buy products
recommended by influencers they personally like.
This highlights the importance of building trust and
credibility with audiences through authentic content
Image 16. Social media icons (gettyimages)
and partnerships.
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07. CONSUMER TRENDS

Key Trends in Consumer Behaviour

• Personalisation: Consumers expect tailored interactions and experiences. Brands that deliver personalised experiences
will thrive.

• Omnichannel: Consumers switch between devices and channels. Marketers must provide seamless, consistent
experiences across all platforms.

• Mobile-First: Mobile is increasingly the primary device for consumers. Marketers must optimise their mobile strategies.

• Emotional Connection: Consumers are more likely to engage with brands that evoke emotions and create a sense of
belonging.

• Experiential Marketing: Consumers crave experiences over products. Marketers must create memorable, immersive
experiences.

• Data-Driven Decision Making: Marketers must leverage data analytics to inform their decisions and measure campaign
effectiveness.
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08. SUMMARY

1. Early Internet Era: In the 1960s, the Internet emerged primarily as a tool for government researchers to exchange
information. The initial infrastructure was bulky and required physical means for data transfer, such as mailing
magnetic tapes. The Cold War era accelerated its development, leading to the creation of ARPANET in response to the
launch of the Soviet Union's Sputnik satellite. This network, a precursor to the modern Internet, was officially
standardised on January 1, 1983, with the adoption of the TCP/IP protocol, enabling different computer networks to
communicate seamlessly.

2. Modern Internet Usage: Today, the Internet's user base has expanded exponentially, from 16 million in 1995 to over
5.5 billion in 2022. Nearly all internet users aged 16-64 own smartphones, making mobile devices the primary access
point for the Internet. Alongside smartphones, users also rely on laptops, desktops, and tablets. The dominance of
Google in the search engine market underscores the critical role of search in navigating the vast amount of information
available online.

3. Future Trends and Directions: As we move forward, the Internet is set to become even more integrated into everyday
life. Consumer behavior is shifting towards personalized and mobile-first experiences. Social media platforms and user-
generated content have become major influences on purchasing decisions. Video content continues to rise in
importance for marketing, with trends pointing towards live streaming, personalized videos, and short-form content on
platforms like TikTok and Instagram. Additionally, the use of AI-powered search features and voice assistants is
expected to grow, further shaping how consumers interact with technology.
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08. SUMMARY

Conclusion: The Internet has transformed from a niche research network into an indispensable global
system integral to communication, commerce, and entertainment. The future will see even deeper
integration into daily life, driven by technological advancements and evolving consumer behaviors.
Businesses must adapt by leveraging data, focusing on personalized and mobile-friendly experiences,
and staying ahead of digital trends to remain competitive in this rapidly changing landscape

What’s next?
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09. REFERENCE LIST
1.The Open Data Institute (n.d.) Tim Berners-Lee Profile. [photograph] Available at: https://theodi.org/profile/tim-berners-lee/ [Accessed:
10 June 2024]

2. University System of Georgia (n.d.) Internet Skills. [online] Available at: https://www.usg.edu/galileo/skills/unit07/internet07_02.phtml
[Accessed: 10 June 2024]

3. Inventigen (2023) [online] Available at: https://www.inventiongen.com/simple-history-of-the-internet/ [Accessed: 10 June 2024]

4. Kaiserthesage (2011) History of the Internet. [Image] Available at: https://kaiserthesage.com/wp-content/uploads/2011/06/history-of-

internet.jpg [Accessed: 10 June 2024]

5. Wikipedia (n.d.) Modem. [photograph] Available at: https://en.wikipedia.org/wiki/Modem [Accessed: 10 June 2024]

6. Archive (n.d.) The computer programme [Image] Available at: https://archive.org/details/computer-programme [Accessed: 12 June 2024]

7. BBC (2015) Computer museum seeks BBC Micro fixers BBC [online] Available at: https://www.bbc.co.uk/news/technology-33291036
[Accessed 12 June 2024]

8. Fhalman, Scott (2021) The Birth, Spread, and Evolution of the Smiley Emoticon [Image] Available at: https://intelligentcollector.com/the-
birth-spread-and-evolution-of-the-smiley-emoticon/ [Accessed 15 June 2024]

9. World Bank (2022) IT Network Users and Penetration rate (% of Population) [Image] Available at:
https://data.worldbank.org/indicator/IT.NET.USER.ZS?end=2022&start=1960&view=map&year=2021 [Accessed: 15 June 2024]
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09. REFERENCE LIST
10. Smart Insights (n.d.) Mobile Marketing Statistics. [online] Available at: https://www.smartinsights.com/mobile-
marketing/mobile-marketing-analytics/mobile-marketing-statistics/ [Accessed: 17 June 2024]

11. GS Statcounter (n.d.) Search Engine Market Share. [online] Available at: https://gs.statcounter.com/search-engine-
market-share [Accessed: 17 June 2024]

12. Demand Sage (n.d.) Voice Search Statistics. [online] Available at: https://www.demandsage.com/voice-search-
statistics/ [Accessed: 17 June 2024]

13. Istockphoto (2022) Shopping online [Image] Available at: https://www.istockphoto.com/photo/shopping-online-

woman-hand-online-shopping-on-laptop-computer-with-virtual-graphic-gm1428709516-472100169?
searchscope=image%2Cfilm [Accessed: 20 June 2024]

14. Shopify (n.d.) Top Online Shopping Categories. [online] Available at: https://www.shopify.com/uk/blog/top-online-
shopping-categories [Accessed: 20 June 2024]

15. Statista (n.d.) E-commerce in the United Kingdom. [online] Available at: https://www.statista.com/topics/2333/e-
commerce-in-the-united-kingdom/#topicOverview [Accessed: 20 June 2024]

16. Finical Holdings (2022) Top 10 reasons why people prefer to shop online [online] Available at:
https://finicalholdings.com/blog/top-10-reasons-why-people-prefer-to-shop-online/ [Accessed: 21 June 2024]
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09. REFERENCE LIST
17. Creative Marketing Ltd (n.d.) Video Marketing Statistics. [online] Available at:
https://www.creativemarketingltd.co.uk/blog/video-marketing-statistics/ [Accessed: 21 June 2024]

18. Heshan (2021) The Evolution of Consumer Behaviour in the Digital Age. [online] Available at:
https://medium.com/@heshan1401/the-evolution-of-consumer-behaviour-in-the-digital-age-a5b139ae0c3a [Accessed:
21 June 2024]

19. R. Agui (2024) Influencer Recording a Video [Image] Available at: https://www.growthcollective.com/blog/tiktok-
influencer-marketing [Accessed: 30 June 2024]

20. E. Santiago (2024) Influencers vs. Creators: What's the Difference & Which Should Marketers Invest In? [Online]
Available at: https://blog.hubspot.com/marketing/influencers-vs-creators [Accessed: 30 June 2024]

21. Gettyimages (2024) [Image] Available at: https://www.gettyimages.ca/detail/news-photo/in-this-photo-illustration-a-

smartphone-screen-displays-the-news-photo/2149436407?adppopup=true [Accessed: 30 June 2024]

22. G. Attention (2023) The Evolution of Consumer Behaviour: Marketing Trends to Stay Ahead [online] Available at:
https://www.linkedin.com/pulse/evolution-consumer-behavior-marketing-trends-stay-ahead [Accessed: 30 June 2024]