B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
83%
83% -- share of b2b buying journey spent on independent research for B2B buyers (2026)
83% of the B2B buying journey consists of 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
2026
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
Forrester, Gartner, and LinkedIn (cited collectively)
Primary
Tier C
https://www.bigfork.co.uk/insights/the-b2b-digital-shift ↗
Source Article
The B2B Digital Shift
Original Research
Forrester, Gartner, and LinkedIn (cited collectively)
· Original study ↗
Methodology
Bigfork report citing latest research from Forrester, Gartner, and LinkedIn; original study not specified
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 83% share of b2b buying journey spent on independent research. Source: Forrester, Gartner, and LinkedIn (cited collectively) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buying-journey-independent-research-83
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<blockquote cite="https://lighthousedata.io/data/b2b-buying-journey-independent-research-83" 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 b2b buying journey spent on independent research for B2B buyers<br><small>Source: Forrester, Gartner, and LinkedIn (cited collectively) (2026) · <a href="https://lighthousedata.io/data/b2b-buying-journey-independent-research-83" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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