B2B Buying: Millennials vs. Gen X and Baby Boomers

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Millennials B2B buyers want to interact directly with vendors' representatives far more than Gen X or Baby Boomers buyers when researching products and services, according to a recent report from IBM.

The report was based on data from a survey of 704 people who influence or are responsible for B2B purchasing decisions of $10,000 or more for their company. Respondents came from 12 countries and 6 industries.

The researchers compared the responses of Millennial employees (born 1980-1993) with those of Gen X (born 1965-1979) and Baby Boomers (born 1954-1964).

Millennial buyers rely most heavily on information provided by vendors when researching products and services, the analysis found.

In contrast, Gen X buyers rely most on third-party articles/blogs/reviews to research vendors, and Baby Boomers rely most on tradeshows.


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