The report was based on data from a survey of 704 people who influence or are responsible for B2B purchasing decisions of $10,000 or more for their company. Respondents came from 12 countries and 6 industries.
The researchers compared the responses of Millennial employees (born 1980-1993) with those of Gen X (born 1965-1979) and Baby Boomers (born 1954-1964).
Millennial buyers rely most heavily on information provided by vendors when researching products and services, the analysis found.
In contrast, Gen X buyers rely most on third-party articles/blogs/reviews to research vendors, and Baby Boomers rely most on tradeshows.
Below, additional key findings from the report.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji