According to the study, 46 percent of potential buyers researching B2B products are millennials today, up from 27 percent in 2012. They're now the biggest generational group researching B2B products for potential purchase. "We saw a big shift in a two-year time span in the number of millennials that are in the B2B purchase path," said Mike Miller, Google's director of business and industrial markets.
The data comes from more than 3,000 interviews conducted in 2014 and Millward Brown's multimillion person panel of internet users who allow the collection of their browsing behavior.
Miller said he believes millennial influence is growing as the baby boomer generation moves toward retirement age. He also cited overall economic growth as a factor bringing more millennials into B2B businesses.
Timely, incisive articles delivered directly to your inbox.