B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
77%
77% -- percentage of b2b buyers reporting complex purchase for B2B buyers (2024)
77% of B2B buyers say that their last purchase was very complex or difficult to make.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
77%
Unit
Percentage
Data Vintage
2024
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://revboss.com/blog/b2b-buyer-behavior ↗
Source Article
The Complete Guide to B2B Buyer Behavior
The Complete Guide to B2B Buyer Behavior
In today’s ever-evolving digital landscape, B2B buyer behavior is complex and fast-changing. From initial solution discovery through to after-purchase engagement, B2B buyers are now more independent than ever before, and the customer journey is becoming incre…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner research on B2B buying journey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 77% percentage of b2b buyers reporting complex purchase. Source: Gartner (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-complex-purchase-gartner
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-complex-purchase-gartner" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- percentage of b2b buyers reporting complex purchase for B2B buyers<br><small>Source: Gartner (2024) · <a href="https://lighthousedata.io/data/b2b-buyers-complex-purchase-gartner" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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