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B2B Buyers: Traits by Generation [Infographic]

by Verónica Jarski  |  
July 2, 2013

To help suppliers understand the trends in buyers by generation, Acquity Group took stats from its recent B2B procurement study and created the following infographic.

The infographic breaks down buyers by generation:

Up-and-coming buyers. Mary the Millennial (age 18-35) is most likely to research online (and do so for a long time) as well as to shop for business goods online. Some 89% of Millennials make corporate purchases (131% more likely than those older than 35). And 58% of them have researched or purchased corporate goods on their tablets or mobile devices. Mary the Millennial is most likely to make corporate purchases via Amazon Supply.

Established buyers. Some 68% of the Gerry the Gen X-er group (age 36-45) purchase business goods online; and 63% research or purchase items using a tablet or mobile device. A total of 34% have researched on a B2B supplier website but ended up purchasing from a less expensive supplier.

Seasoned execs. Jane the Boomer (age 46-60 (and older)) is less likely to research or purchase products online than the previous generations. Only 45% of buyers age 46-60 buy business goods online (29% of those older than 60 do). For research, just 24% buyers ages 46-60 use a tablet or mobile device, and 23% of buyers older than 60 do.

For more details about those generation groups and trends across the board, check out the following infographic.

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Gracious Store Tue Jul 2, 2013 via web

    Millennial are the ones who are more likely to do if not all their shopping online

  • by Nicola Tue Jul 9, 2013 via web

    This infograph would be more meaningful if generation bandings had been avoided. Classing a 35 year old and an 18 year old as the same generation is really stretching it. Equally, generation x only consists of a 9 year span? It would be more meaningful to see a breakdown against age ranges such as 18-30 (true Millennial), 30-40, 40-50 etc.

  • by Amber Wed Jul 10, 2013 via web

    Thanks for this Veronica. This can be really helpful for those into online business. It is really important to know your markets buying attitude.

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