Across the ages: B2B sellers aren't meeting modern buyer needs.

Research conducted by WBR Insights of 200+ business buyers across North America, Latin America, and Europe found that 87% of business buyers across all age ranges are making business purchases on online marketplaces.

Download the full report to gain insight into age differences across B2B buying by channels, preferences, and values for Millennials, Gen X, and Baby Boomers.

Highlights of this study include:

  • 87% of business buyers are purchasing on marketplaces
  • 73% of respondents purchase in other digital channels (eComm + Mobile), while only 11% of respondents prefer these channels
  • Only 8% of respondents prefer eProcurement systems for B2B purchasing
  • How age range impacts the value of different buying channels
Through which channels do you buy in general?

Report conducted by