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With fast connections on mobile phones, people are now able to shop anywhere, anytime. The traditional shopping routine – where the consumer experiences a need, shops to satisfy that need, and uses the product – is losing relevance. Instead, with 45% of all retail journeys now containing mobile, people are browsing and buying wherever they are. And it’s not just younger people; Gen X constitute 18% of the US population, but make up 23% of online shoppers. Meanwhile, two in five of them say shopping online is their top activity for their spare time.