B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products

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): 

  • Convenience
  • Save time
  • I can shop anytime, anyplace
  • Ease of checkout
  • Shopping online is more appealing
  • I am able to multitask more efficiently
  • Shopping apps have better/more deals
  • Variety of payment options
  • I prefer app shopping experiences over website
  • Have a bigger budget than I used to
  • It is easier to share my finds with others via text
  • Being more generous to myself
  • I’m often clicking through on text offers/messages
  • I’m often clicking through from email I read. 

However, they face these challenges when buying for work: 

  • Keeping up with constantly changing needs—34%
  • Managing budget—33% 
  • Accessing secure payment options—29%

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:

  • Use Search (e.g. Google, Bing) to find a specific product or brand—62%
  • General product research—50%
  • Browse on a brand/retailer website—44%
  • Purchase item(s) via credit card—31%
  • Use Voice to find a specific product or brand—27%
  • Purchase item(s) via mobile wallet (e.g. ApplePay, Paypal)—26%
  • Track packages/obtained shipping & delivery status—24%
  • Share product information via SMS text or messaging app—23%
  • Share pictures of new purchases on social media—17%
  • Text/Chat with a live customer support agent—14%
  • Submit product review(s)/ratings—14%
  • Scan a barcode or QR code to get more product info and/or add to cart—14%
  • Purchase item(s) via a payment app (e.g., Karma, Affirm)—13%
  • Engage with a customer support chatbot—10%
  • Share a “haul video” of new purchases on social media—5%

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. 


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