Data Snapshot

Younger Adults Are Much More Likely To Purchase With Their Smartphone

October 12th, 2022
Kristopher Kenney, null
Kristopher Kenney
With contributors:
Fiona Swerdlow , Nicole Murgia , Taylor Hansen

Forrester’s Media And Marketing Benchmark Recontact Survey, 2022, shows that when compared to the total population of US online adults, Gen Z and Millennial consumers are considerably more likely to complete purchases with their smartphone — this includes purchases through an app, with a website, and at checkout. As more and more young, digitally native consumers enter the market, providing them with the ability to pay using their phone could be a key linchpin to driving loyalty.

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