Millennial Mobile Influence – Showing Rapid Growth
Times they are a changing! Corporate influence is shifting younger and younger as newer companies continue to pop up. A new study conducted by Google and research house Millward Brown Digital is showing some surprising things about business-to-business buying groups: The millennial influence is growing rapidly. The study showed that 46% of potential B2B buyers are millennial. That’s up from 27% in 2012. Millennials are now the biggest generational group researching B2B products for potential purchase.
Mike Miller, Google’s director of business and industrial markets, said “We saw a big shift in a two-year time span in the number of millennial that are in the B2B purchase path.” Millennial influence is growing because baby boomers are closing in on retirement while younger generations continue to be more and more capable of holding leadership positions. In addition, millennials grew up during a technological explosion and now nearly all are computer literate and have smartphones.
In addition, Google studied the digital behaviors of those who participated in B2B buying decisions and found a shift in mobile usage. According to the survey, 34% of people involved in B2B buying decisions last year used their mobile devices every stage of the transaction. That’s up from 18% in 2012. Miller suggested that the increase indicates that more B2B marketers are buying on their mobile devices, instead of just conducting research. This reflects on the enormous mobile market that continues to grow and impact everyday life.
Mobile is no longer restricted to social interaction; it greatly impacts businesses decisions made everyday. Customers are using them everywhere to for price comparisons, research and contact retailers. Businesses and buyers are no different; mobile devices allow for research in any environment and instantaneous research and information.