The 60-Second Rule: Why Mobile Speed Defines Gen Z Loyalty

Published by Trisha Asgeirsson – President, SKUx 

85% of Gen Z made a mobile payment in 2023. If your loyalty program can’t deliver rewards to their phone in under 60 seconds, you don’t have a loyalty program – you have a liability. 

Mobile isn’t a channel – it’s the channel 

Gen Z never knew a world without smartphones. They don’t “go online” – they’re always online. Shopping, banking, learning, socializing, it all happens on their phone. 

Many never use desktops except for school or work. Over 90% use social media exclusively on mobile. By 2028, nearly 71% will use mobile payments. 

The solution: meet them where they already are 

Mobile wallets. SMS. QR codes. Social media direct messages. 

Apple Pay leads among Gen Z thanks to iPhone preference. Google Pay for Android users. These wallets already live on their phones for concert tickets, boarding passes, and payments. 

Speed isn’t optional 

46% of Gen Z want quick and easy checkout when shopping – higher than any older group. They abandon processes that are slow or cumbersome. They’re used to same-day delivery, one-click purchases, instant communication. If a friend can send them $20 via payment app instantly, why should a brand reward take days or weeks? 

A study found 63% of consumers say instant discounts motivate them to join loyalty programs, with Gen Z especially responsive to real-time perks. 

The bottom line 

If your loyalty experience requires logging into a site, downloading a dedicated app, or waiting more than a few taps for value – Gen Z has already moved on. 

The 60-second rule isn’t arbitrary. It’s the difference between loyalty that feels rewarding and loyalty that feels like homework. 

Sources:  Emarketer | Snipp | Ebbo