B2B decision-makers are getting younger, with 72 per cent of influencers younger than 45, according to research from Google.
The findings, presented at the launch of digital agency iProspect’s new B2B marketing division – iProspect Enterprise – this morning, revealed that 81 per cent of non c-suite employees influence purchase decisions.
The Google research also indicated mobile could be an important channel for B2B research, with 55 per cent of 18-34 year olds doing business research on their mobiles.
This doesn’t stop with ‘generation Y’, with 44 per cent of 35-44 year olds also using mobiles for the same reason.
However, when it comes to mobile purchases, generation Y is lagging behind slightly, with 32 per cent of 35-54 year olds making business purchases on their mobile devices while 29 per cent of 18-34 year olds are doing the same.
The launch also featured research from LinkedIn and a panel discussion hosted by B2B Marketing editor, Maxine Marshall.
