Data Snapshot

Younger Adults Are Much More Likely To Purchase With Their Smartphone

Kristopher Kenney
 and  three contributors
Oct 12, 2022

Summary

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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