Dive Brief: 

• A new study from Google and research house Millward Brown Digital shows that from 2012 to 2014, the number of millennials researching B2B potential purchases grew from 27% to 46%. 
• Mike Miller, Google's director of business and industrial markets, attributes the growth in the millennial segment to the retiring baby boomer generation and overall economic improvement.
• The study also found that almost half of B2B research—comparison shopping and contacting the seller—was done at work from a mobile device.

Dive Insight: 

While aging baby boomers and economic growth certainly are factors in the millennial growth of B2B buyers, it's also a matter of the cohort getting older. The older segment of the generation are entering their 30s and moving into more influential positions. B2B marketers should pay attention to this trend, as millennials could communicate and behave differently from other generations—especially, as the study points out, when it comes to mobile.