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.
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.
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