B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- buyer journey independent research share for B2B buyers (2026)
Gartner research shows that buyers spend approximately 80% of their decision-making journey conducting research independently before contacting any vendor.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
80%
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
Gartner
Primary
Tier C
https://archive.mtsoln.com/id/blog/invisible-battlefield-seo-wrong-war ↗
Source Article
Optimalkan SEO untuk Perjalanan Pembeli
Original Research
Gartner
· Original study ↗
Methodology
Gartner research cited by Mercury Technology Solutions blog; original methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 80% buyer journey independent research share. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-buyer-independent-research-80pct
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gartner-buyer-independent-research-80pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- buyer journey independent research share for B2B buyers<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/gartner-buyer-independent-research-80pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.