by Ray Schultz , Columnist
Source: www.mediapost.com, November 2021
B2B marketers should not worry about how to reach increasingly younger buyers. The answer is mobile, according to Consumerization of B2B, a study released Wednesday by Rightpoint.
Of the individuals polled, 54% are shopping on their smartphones more than they did a year ago. And 43% are at the same level. Only 3% are buying less.
These findings spell opportunity for marketers, including those working in the email department.
Contrary to expectation, those in the Gen Z cohort are 60% more likely than older millennials-Gen X to have buying responsibilities. (We wonder about that: Does this mean these younger workers are empowered to buy supplies — or six-figure software packages?)
Of business buyers, 53% use their smartphones regularly when shopping and buying for work. Another 29% do not use their phones regularly for this purpose, but are interested, and 18% do not do so.
Overall, 48% of consumers are also business buyers.
The respondents cite these benefits from shopping on mobile (please note the last one):
- Convenience
- Save time
- I can shop anytime, anyplace
- Ease of checkout
- Shopping online is more appealing
- I am able to multitask more efficiently
- Shopping apps have better/more deals
- Variety of payment options
- I prefer app shopping experiences over website
- Have a bigger budget than I used to
- It is easier to share my finds with others via text
- Being more generous to myself
- I’m often clicking through on text offers/messages
- I’m often clicking through from email I read.
However, they face these challenges when buying for work:
- Keeping up with constantly changing needs—34%
- Managing budget—33%
- Accessing secure payment options—29%
More than 50% apiece rate email newsletters and brand newsletter very important post-purchase, surpassed only by YouTube, Text/SMS and Facebook.
And they like games — 75% like games/contests that reward engagement with deals and discounts.
In addition, 71% favor memberships that unlock access to exclusive items or services, 70% desire quizzes and polls that help identify products and 70% are fond of app-only “drops” of limited edition merchandise.
The respondents engage in the following activities on their smartphones at least weekly:
- Use Search (e.g. Google, Bing) to find a specific product or brand—62%
- General product research—50%
- Browse on a brand/retailer website—44%
- Purchase item(s) via credit card—31%
- Use Voice to find a specific product or brand—27%
- Purchase item(s) via mobile wallet (e.g. ApplePay, Paypal)—26%
- Track packages/obtained shipping & delivery status—24%
- Share product information via SMS text or messaging app—23%
- Share pictures of new purchases on social media—17%
- Text/Chat with a live customer support agent—14%
- Submit product review(s)/ratings—14%
- Scan a barcode or QR code to get more product info and/or add to cart—14%
- Purchase item(s) via a payment app (e.g., Karma, Affirm)—13%
- Engage with a customer support chatbot—10%
- Share a “haul video” of new purchases on social media—5%
Get with it: They could be doing all this when buying your business products and services.
Rightpoint surveyed 830 U.S. marketers with a median age of 32, median household income of $72,600.
