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Most shoppers like the use of technology in the stores though frustrations emerge when that tech falls short of expectations, shows a new report, also highlighting retailers' enthusiasm towards adaptation of technology. According to new insights from the Virgin Media O2 Business Movers Index, 77 per cent of Brits use tech to enhance in-person shopping. 42 per cent have adopted new tech in the last year to improve operations, with a third (30 per cent) aiming to boost sales and customer connections. One in three Brits (34 per cent) have spent more time in stores or returned due to enjoyable or useful technology, rising to 57 per cent of 25-to-34 year olds.