The new mobile: What Gen Z wants from in-app retail

This year Gen Z will surpass millennials as the largest generation. The oldest members of Gen Z are in their early 20s and, as consumers, they’re a force to be reckoned with. When we talk about retailing for Gen Z, mobile commerce needs to be at the forefront of the conversation. Gen Z has a 30 percent higher engagement rate than older generations in non-gaming apps. This isn’t because Gen Z shop on mobile devices to the exclusion of other channels (you’ve all seen the stats on Gen Z’s return to physical retail), but because young consumers use mobile as an essential touchpoint along their shopping journey. Read more…