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 about this study at emarketer.
Tags: Social media, Social Media Marketing, Social Networking
