B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

95%

95% -- b2b buyers out of market share for B2B business buyers (2026)

Name: B2B Buyers Out Of Market Share Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-06

2026 · Ehrenberg-Bass Institute

According to the Ehrenberg-Bass Institute's 95/5 heuristic, 95% of B2B business buyers are not in an active buying phase (out-of-market) at any given time.

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Attribution: Ehrenberg-Bass Institute View source

Lighthouse Research Team

Last verified: 2026-09-15 · How we verify data →

Source verified Evidence graded

Value

95%

Unit

Percentage

Data Vintage

2026

Entity

B2B business buyers

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (4)

Ehrenberg-Bass Institute Primary Tier C

https://articagency.com/ca/posicionament-de-marca-b2b-guia-per-a-industrials/ ↗

Confidence: 49/100 Vintage: 2026 Channel: Common Crawl

Source Article

Posicionament de marca B2B: guia per a industrials

Also cited by

This Brand Works https://www.thisbrandworks.com/3-reasons-why-b2b-need-brand-brilliance

2026-09-15

Curamando https://web.archive.org/web/20250420101309id_/https://curamando.com/sv/blog/stan…

2026-09-10

Artimedia Pro https://artimedia-pro.com/brand-awareness-vs-demand/

2026-09-07

Original Research

Ehrenberg-Bass Institute · Original study ↗

Methodology

Cited in the article as the Ehrenberg-Bass Institute's 95/5 heuristic (buyers out-of-market at any given time)

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

B2B business buyers: 95% b2b buyers out of market share. Source: Ehrenberg-Bass Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-out-of-market-share-95

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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-out-of-market-share-95" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- b2b buyers out of market share for B2B business buyers<br><small>Source: Ehrenberg-Bass Institute (2026) · <a href="https://lighthousedata.io/data/b2b-buyers-out-of-market-share-95" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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