The data comes from more than 3,000 interviews conducted in 2014
and Millward Brown's multi-million person panel of internet users
who allow the collection of their browsing behavior. Mr. 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 b-to-b
businesses.
Digital Signals
Google also studied the digital behaviors of those participating in
b-to-b buying decisions and found a big shift in mobile usage.
Thirty-four percent of people involved in the b-to-b buying
decisions in 2014 used their mobile devices across each stage of
the purchase. In 2012, the number was 18%. Mr. Miller said he
believes the increase indicates more b-to-b marketers are buying on
mobile devices, as opposed to just researching there.
The study also found that mobile devices aren't only being used
at home. "Nearly half of b-to-b researchers who use their mobile
devices for product research do so while at work," said Google in
a blog post highlighting the study. The phones are being used
for price and product comparison and to contact retailers, the post
said.
Video saw a similar transformation. Seventy percent of those
researching b-to-b products and services now use video across the
purchase path, according to Google. That's up from 46% in 2012.
Google also said more than 895,000 hours of YouTube videos produced
by a selection of top b-to-b brands were watched in 2014, a number
the company is releasing for the first time.
