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Smartphones and mobile technology are a growing part of the shopping experience. According to a research conducted by Deloitte (Deloitte, 2014; Google, 2013), the smartphone penetration in the UK increased from 62% in May 2013 to 70% in May 2014 and continues to grow every day. Most of the users are heavy users, looking at their phone several times a day and doing all kind of activities, from reading emails to playing games and accessing social media (Deloitte, 2014; Google, 2013)
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