BT Social Technographics® 2011: Age Matters

Forrester has analyzed data from the Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers by age group to examine a common assumption: Most of the social media behavior is due to younger business technology (BT) buyers, and they're not involved in BT decision-making. The data shows that social preferences are different across age groups, with younger buyers paying less attention to peer opinions while preferring to subscribe to blogs and electronic newsletters. They also critique and rate their experiences more readily than older buyers. But older generation buyers are consuming a lot of social media, if less passively. The data also reveals that younger BT buyers are already involved in buying decisions and managing procurement budgets.