In a few short years, millennials—consumers currently ages 18 to 34—will account for a sizeable portion of US purchase decision-makers.
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.
The study also found millennials more likely to share their own purchasing experiences - both
positive and negative - with the masses.
Read more at emarketer.com
