B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5%
5% -- share of buying time per supplier for B2B buyers (multiple suppliers in play) (2025)
When multiple suppliers are being evaluated during a purchase, B2B buyers may spend as little as 5% of their total purchase time meeting with each supplier.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2025
Entity
Geography
North America
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
http://www.bluearcher.com/Blog-Item-Pittsburgh-Ran-a-Hub-Airport-for-21-Years-After-the-Hub-Left ↗
Source Article
Pittsburgh Ran a Hub Airport 21 Years After the Hub Left
Six weeks into her new job running Pittsburgh’s airport, Christina Cassotis told a room full of local tech leaders that she wanted to drive a stake into the heart of the hub. She remembers an audible gasp.
The hub she was talking about had already been gone for 11 years. US Airways walked away from …
Original Research
Gartner
· Original study ↗
Methodology
Gartner B2B buying research, as cited by Blue Archer
Methodology documented
Segmentation
IndustryB2B
RegionNorth America
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers (multiple suppliers in play): 5% share of buying time per supplier. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-supplier-meeting-time-5-percent-each
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<blockquote cite="https://lighthousedata.io/data/b2b-supplier-meeting-time-5-percent-each" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- share of buying time per supplier for B2B buyers (multiple suppliers in play)<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/b2b-supplier-meeting-time-5-percent-each" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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