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.