Gen Z, the generation born between 1997 and 2015, has never known life before the World Wide Web. Yet across the globe, 98% make purchases in a physical store some or most of the time. Two-thirds of this cohort shop at brick-and-mortar retail (67%) most of the time, while 22% shop online most of the time. Mobile phones or smartphones are the most important device for three-quarters of the Gen Z population worldwide. While less than half (48%) have used a mobile app to shop, one-quarter have used mobile phones to pay for purchases. These are among the findings of What Do Gen Z Shoppers Really Want?, a report based on a survey of 15,600 individuals between the ages of 13 and 21 in 16 countries, conducted by the IBM Institute for Business Value in collaboration with the National Retail Federation (NRF). This is the third of three reports NRF and IBM have produced based on a year-long study of the Gen Z consumer.