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SDL Research Confirms Millennials Want Access to Technical Content Before Purchasing

Quality Online Tutorials, Manuals and Communities Influence Millennials Buying Behaviors, According to SDL Research

Maidenhead, UK

22 May 2018

SDL (LSE: SDL), a leader in global content management, translation and digital experience, today launches a report looking at the way millennials want to engage with brands, and the value they place on instant access to technical product-related content throughout the customer buying experience. 

The SDL report, ‘Making Your Content Connect with the Next Generation,’ found that 41% of millennials actively search for online tutorials, and a third (33%) search for technical Q&A documents and manuals, before buying a product online. A third (29%) also try to understand the size, activeness, and popularity of user communities before completing their purchase. 

The report findings indicate that millennials are also more loyal to companies that deliver product-related content. Almost three-quarters (72%) admit that product information affects their impression of a product, and 71% are willing to recommend brands that provide access to high-quality technical information. 

“Millennials grew up on digital, and are accustomed to having instant access to any information they want. They don’t expect to flip through a paper manual or even download a PDF,” said Arjen van den Akker, Director Product Marketing at SDL. “This means brands need to offer easy to access, high-quality technical content in multiple languages, optimized for search and delivered across multiple formats. Brands must support this new way of engaging with customers by evolving and improving the way they create, manage, and deliver content.” 

The report also highlights how millennials like to engage with brands, and how they want their content delivered. Not surprisingly, millennials want access to product information across multiple devices, formats and channels. Two-thirds (66%) value interactive content, and 67% expect content to be personalized to their own preferences and search behavior. Millennials also value content that takes into account their own personal context (65%). 

Brands can support this demand for high-quality technical information by reducing the complexity of creating, managing and distributing in-depth product content and technical documentation at scale. SDL Tridion DX combines the best of Structured Content Management (CCMS), Web Content Management (WCM) and translation technology to help teams create and manage technical content – like manuals, datasheets and documents – and better collaborate throughout the review process. By managing content creation and delivery in this way, companies can offer millennials instant access to high-quality technical content on a website, or through any channel or digital device they choose to engage with a brand.

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RWS Holdings plc is a unique, world-leading provider of technology-enabled language, content and intellectual property services. Through content transformation and multilingual data analysis, our unique combination of technology and cultural expertise helps our clients to grow by ensuring they are understood anywhere, in any language.


Our purpose is unlocking global understanding. By combining cultural understanding, client understanding and technical understanding, our services and technology assist our clients to acquire and retain customers, deliver engaging user experiences, maintain compliance and gain actionable insights into their data and content.


Our clients include 90 of the world’s top 100 brands, the top 20 pharmaceutical companies and 19 of the top 20 patent filers. Our client base spans Europe, Asia Pacific, and North and South America. We work in the automotive, chemical, financial, legal, medical, pharmaceutical, technology and telecommunications sectors, which we serve from 80+ global locations across five continents.


Founded in 1958, RWS is headquartered in the UK and publicly listed on AIM, the London Stock Exchange regulated market (RWS.L).


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