Among parents with children under 25 living at home, 72% say they would prefer to pay for everything through an app if they could, compared to 53% of consumers overall, according to a new survey from embedded payments infrastructure company NMI. Nearly two-thirds (64%) of Gen Z and millennials say they’ll take their business elsewhere if in-app payments aren’t an option. Sixty-eight percent of those surveyed want to use in-app payments for food and beverage purchases, like restaurants, coffee shops, bars and delivery services. Retail lands in the number two spot, with 53% of consumers opting for in-app payments in this sector. On average, 37% of consumers are interested in using apps to pay for everyday services like car washes and dry cleaning, and 30% for home services such as landscaping and plumbing. Among parents, the interest in these sectors rises significantly to 49% and 42%, respectively. The subscription model is especially popular among millennials (69%) and Gen Zers (66%), who prefer recurring payments for frequently used goods and services. There is also a rising preference for invisible transactions, as 64% of respondents embrace biometric authentication like Face ID or fingerprints, and 59% say the best transactions are the ones that feel like they never happened. Four-in-10 (43%) baby boomers are uncomfortable using biometric authentication, while 40% embrace it for its speed, security and convenience. In-app payments are set to play an even bigger role in business choice throughout 2025. Nearly six-in-10 (59%) consumers say it’s important that merchants offer app-based payments, and half (50%) would choose a business that does over one that doesn’t. Already, half of respondents use in-app payments weekly or more, and 55% expect to increase their usage this year.