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Gen Y purchasing influences
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.
User content and recommendations are becoming more and more important for Millennials, the purchase decision makers of tomorrow. Social media is no longer optional for brands targeting this group.
Millennials Look to Digital Word-of-Mouth to Drive Purchase Process