B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
77%
77% -- share of buying time spent researching online for B2B buyers (2026)
Buyers can spend up to 77 percent of their time researching online before contacting a salesperson.
- Stated as an upper bound ('up to 77 percent')
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
77%
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
athenaswc.com
Primary
Tier C
https://www.athenaswc.com/resources/blog/inbound-lead-conversion/ ↗
Source Article
Inbound Lead Conversion: Fixing the Post-Submission Black Hole - Athena SWC
Original Research
athenaswc.com
· Original study ↗
Methodology
Cited as market research; original study not named
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 77% share of buying time spent researching online. Source: athenaswc.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buyer-online-research-time-77pct
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<blockquote cite="https://lighthousedata.io/data/buyer-online-research-time-77pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- share of buying time spent researching online for B2B buyers<br><small>Source: athenaswc.com (2026) · <a href="https://lighthousedata.io/data/buyer-online-research-time-77pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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