t e c h n o l o g i ca l The accessibility to digital technology and the internet has created the platform for the global success of online shopping which ease of purchase whilst on the go. In 2013, 36 million adults (73% of the British population) accessed the internet every day, 53% accessed the internet from a mobile or smartphone which is more than double the figures gathered in 2010. The ownership of smartphone devices is now 7 in 10 people, tablet ownership has risen to 24%. The average home now owns more than three types of internet enabled devices. Only 23% of 18-25 year olds have made a purchase using a tablet or smartphone showing the lack of confidence in using such platforms. On the other hand above 60% of millennials had shopped online. In-store technology is becoming more widely used in retail, with many fashion brands installing tablets to browse extended stock lines, socialise and complete feedback questionnaires. LED screens, virtual runways and interactive mannequins are some of the innovative features being implemented into forward-thinking fashion chains. Google Glass, a new advancement in technology are lightweight frames equipped with a hidden camera, a tiny display that responds to voice commands. The technology can be used to view content and check emails etc. The high-tech glasses are due to be released at the end of 2014, this technology will enable innovative marketing opportunities.
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