B2B marketers should not worry about how to reach increasingly younger buyers. The answer is mobile, according to Consumerization of B2B, a study released Wednesday by Rightpoint.
Of the individuals polled, 54% are shopping on their smartphones more than they did a year ago. And 43% are at the same level. Only 3% are buying less.
These findings spell opportunity for marketers, including those working in the email department.
Contrary to expectation, those in the Gen Z cohort are 60% more likely than older millennials-Gen X to have buying responsibilities. (We wonder about that: Does this mean these younger workers are empowered to buy supplies — or six-figure software packages?)
Of business buyers, 53% use their smartphones regularly when shopping and buying for work. Another 29% do not use their phones regularly for this purpose, but are interested, and 18% do not do so.
Overall, 48% of consumers are also business buyers.
The respondents cite these benefits from shopping on mobile (please note the last one):
However, they face these challenges when buying for work:
More than 50% apiece rate email newsletters and brand newsletter very important post-purchase, surpassed only by YouTube, Text/SMS and Facebook.
And they like games — 75% like games/contests that reward engagement with deals and discounts.
In addition, 71% favor memberships that unlock access to exclusive items or services, 70% desire quizzes and polls that help identify products and 70% are fond of app-only “drops” of limited edition merchandise.
The respondents engage in the following activities on their smartphones at least weekly:
Get with it: They could be doing all this when buying your business products and services.
Rightpoint surveyed 830 U.S. marketers with a median age of 32, median household income of $72,600.