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Content Preferences of Millennial B2B Buyers

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How involved are Millennials in B2B purchasing decisions? What are the content preferences of these buyers?

To find out, Sacunas conducted a survey in July 2015 of 1,469 employees in the United States who were born between 1979 and 1995 (age 20-35 at the time of the survey). Respondents were asked questions about B2B buying decisions within (or for) their company.

Some 73% of respondents say they are involved in a product/service B2B purchase decision-making process at their company.

Decision-making responsibilities increase with age, the survey found: Roughly two-thirds (67%) of Millennials age 20-24 report being involved in a purchase process, compared with 72% of Millennials age 25-29 and 77% of those age 30-35.


Below, additional key findings from the report.

Research Channels

Most Millennials surveyed (56%) say that digital channels such as search engines, vendor websites, and social networks are the most important channels for researching new B2B products and services.

Content Formats

Some 29% of respondent say video is the content format they prefer most when looking for B2B vendor information.

Content Types

The content types Millennials most want from B2B vendors are training pieces/demos (39% cite as their top preference) and product news (29%).

About the research: The report was based on data from a survey conducted in July 2015 of 1,469 B2B employees in the United States who were born between 1979 and 1995 (age 20-35 at the time of the survey).


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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

Twitter: @ayaznanji

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Comments

  • by mike hendrix Tue Apr 19, 2016 via web

    Let's see same study for non millennials

  • by Vinay Bhagat, CEO TrustRadius Tue Apr 19, 2016 via web

    Great to see more research in this area. I read the full report, and this statement stood out for me "Millennials use Glassdoor to assess company reviews to decide whether or not to engage with a company. " It does not look like the researchers explicitly asked about product reviews as a content type (per case studies etc.).

    This related research from Google is also very relevant to those interetest in this topic - https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.ht...

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