Millennials play an increasingly important role when making purchasing decisions in companies, if only because the number of members of that generation who enter the labor market, or who climb to positions of responsibility, grows every year. anus. And according to a new Sacunas  these young people clearly give preference to video content and channels like YouTube when researching B2B products and services.

And it is that these buyers are clearly turning to digital when making their decisions about online Denmark Email List purchases, both personally and professionally. 56% indicate that search engines, sellers’ websites and social networks are the most important channels to search for new products and services. Behind these digital channels would come the recommendations of the people they know, colleagues, professionals in the same field and commercials, who are also taken into account to inspire their professional purchases. In contrast, young people give little value to industry publications or to sector fairs.

In addition, the younger the age of the respondent, the greater the probability that they will choose social platforms as the main channel to discover products and services, although practically all millennials use these platforms: 85%. The most used is Facebook, but YouTube is also highly valued, especially by boys (22% of them use it to research products compared to 10% of them). Although 6 out of 10 respondents have Linkedin, only 7% use the professional network to inform themselves in their purchase decisions. Mobile phones also play a key role, especially for those who want to continue researching outside of working hours -when they are usually in front of a computer- such as when commuting to work or on the daily commute from home to the office. In addition, video comes out better on this device: most consider that it is more comfortable to watch a video on the smartphone than to read a text

If you don’t see it, you don’t believe it: the power of the image,

The main conclusion of the report is that video is, without a doubt, the favorite format for millennials looking for information to make the optimal purchase decisions for the company they work for. However, webinars, which are dynamic and interactive, fail to attract their interest. What they are looking for are succinct, accessible and attractive videos that at the same time inform them about the products or services. Young people want to see a taste of what they are going to buy, which is why they prefer video-based content to, for example, case studies.

In the same way, video reviews of products, made by other clients, are also a source of information highly valued by young people, both for their B2B and B2C purchases. In fact, according to from Global WebIndex, the influence of these videos on purchasing decisions is very high. Consumers trust these videos, and they are proactive when looking for them for several reasons: because they can access them just when they need the information, because they can tangibly see what they are going to buy online and because they are full of useful data, and that respond precisely to what other users of the product in question consider relevant – which probably coincides with what the buyer considers important to know.

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