B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
83%
83% -- share of buying journey spent on independent research for B2B buyers (2025)
B2B buyers spend 83% of their total purchase journey doing independent research.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
83%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://bizaigpt.com/blog/behavioral-signals-sales-engagement ↗
Source Article
Behavioral Signals for Sales Engagement Platforms
Original Research
Gartner
· Original study ↗
Methodology
Derived from Gartner's 2025 Buyer Behavior Survey; secondary citation
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 83% share of buying journey spent on independent research. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-independent-research-2025
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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-independent-research-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>83%</strong> -- share of buying journey spent on independent research for B2B buyers<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/b2b-buyer-independent-research-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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