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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Content Preferences of Millennial B2B Buyers

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji