ARMONK, NEW YORK and WASHINGTON, D.C., - 12 Jan 2017: Despite expectations that the first "digitally native" generation would want to shop online, a new study released today by IBM and the National Retail Federation found that almost all members of Generation Z prefer to shop in bricks-and-mortar stores. With the global Gen Z population set to reach 2.6 billion by 2020, retailers need to create more interactive engagement around their brands to serve the "always on," mobile-focused, high-spending demographic, according to the study.