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).
