10) Free Choice

Swapshop - http://www.swapshop.co.uk/

Swapshop allows people to make thier own account where they can swap thier own items for Swapshop points. The points they make can then be exchanged for other items listed on the website. The technologies involved are broadband connection, internet and images. Broadband connection is fast enough to allow the website to load, internet allows the users to contact each other and to make bids on the items and the images are uploaded by the sellers to show the product they are selling. There is also a competition to win an iPod Touch.

You need to be over 18 to register with swapshop so the audience will mainly be adults. Despite this age restriction, it is still easy to register under 18. The audience would be people with not a lot of free time, maybe in school or working. Swapshop is ideal for them as they do not have to worry about going shopping or collecting things as they are all sent to thier home. The website would also appeal to university students as it is a way to buy things without having any money. The main items sold on swapshop are DVDs, CDs, books and games so the audience tends to be fans and collectors of film, music, literature and games. The benifit of swapshop over other websites like ebay, is that a credit card is not needed to purchase items, all items are exchanged for points, which can then be used to purchase other items.

Proliferation - Due to everyone over 18, living in the UK, being able to register with Swapshop, the site is rapidly growing and there is therefore more choice of items to purchase.

Immediacy - Most people in the UK have broadband and so the speed of the website is much faster then with dial-up connection.

Personalisation - Each member has thier own profile which they can customise and personalise.

Time-Shift - The audience can access the internet whenever they want and so the website can be accessed whenever they want.

Online Surveillance - The website recommends other items you may like to purchase depending on things you have already bought. It also tells you when items you have on your 'Wish List' become available.