B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
70%
70% -- share of buying time spent independent research for B2B buyers (2025)
B2B buyers spend around 70% of their evaluation off vendor websites and inside their own buying committees before contacting any vendor.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
70%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier B
https://www.leadpipe.com/blog/how-long-b2b-buyers-research-before-buying/ ↗
Source Article
How Long Do B2B Buyers Research Before Buying?
Every B2B founder gets asked the same question at some point: “how long is your sales cycle?” Every B2B founder gives the same answer: whatever the last closed deal was, rounded to a tidy number. The real answer is a distribution, not a single figure, and it is almost always longer than the one peop…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner B2B Buying Survey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 70% share of buying time spent independent research. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-70-percent-research-off-vendor-sites
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-70-percent-research-off-vendor-sites" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- share of buying time spent independent research for B2B buyers<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-70-percent-research-off-vendor-sites" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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