Gen Z and Millennials aren’t just comfortable shopping on their phones—they expect it. (Even if there’s a generational debate on which purchases deserve a bigger screen.) For many of them, the shopping journey starts on mobile whether they’re scrolling socials, checking reviews, or price-comparing before they ever think about checking out. YPulse’s Shopping and Retail report shows 51% of 13-39-year-olds use mobile apps to shop regularly, and for some, they prefer the brand’s specific app over browsing through a website or social platform. The apps that really stand out are the ones that make this process smoother—reviews are featured clearly, product details are all in one place, and the checkout process takes seconds. Plus, mobile-only perks like early access and exclusive discounts make the mobile shopping experience feel not just convenient, but rewarding. In YPulse’s Mobile / App Behavior survey, we ask 13-39-year-olds what brand or store’s app they use the most as an open-end question.* They could name any app from coffee chains to e-retailers and our data...
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