Passionate Marketer: Millennials Look to Digital Word-of-Mouth to Drive Purchase Process

Younger consumers more likely to share purchase experiences with the masses

In a few short years, millennials—consumers currently ages 18 to 34—will account for a sizeable portion of US purchase decision-makers. Yet Bazaarvoice found these digital natives are already using and creating online content to recommend or dissuade friends, family and anonymous site-visitors from a brand, product or service.

Compared to their older counterparts, baby boomers, millennial internet users showed a greater reliance on anonymous recommendations and reviews when making purchase decisions.

Bazaarvoice found 66% of boomers ages 47 to 65 turned to known parties for information and recommendations to influence their purchase decisions over user-generated content. Millennials, on the other hand, were almost equal in their reliance on friends and family (49%) vs. anonymous user-generated content from company websites (51%) to influence their buying decisions.

Learn more here!
http://www.emarketer.com/Articles/Print.aspx?R=1008810

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Millennials Look to Digital Word-of-Mouth to Drive Purchase Process

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