How much of a white paper do B2B buyers actually read?
60%
60% of business buyers read at least half of the last white paper or research report they accessed.
n = 945 business buyers · Fielded October 2024 · Cherry Data Signals
Breakdown
All or almost all of it15%
More than half25%
Around half20%
Less than half15%
Only the summary or key findings20%
I downloaded it but did not read it4%
I do not remember1%
0%50%100%
Figures are rounded and may not total exactly 100%.
What it means
Only 15% read a report cover to cover, and one in five never get past the summary. The key findings page carries more weight than any other.
Methodology
- Sample
- 945
- Population
- business buyers
- Country
- United States
- Fielded
- October 2024
- Research by
- Cherry Data Signals
- Study
- What B2B buyers actually want from white papers
Cite this statistic
Cherry Data Signals (October 2024). "How much of a white paper do B2B buyers actually read?" Survey of 945 business buyers, United States. https://cherrysignals.com/statistics/how-much-of-a-white-paper-do-b2b-buyers-read
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
- Why do B2B buyers access white papers?30%
- What makes B2B buyers stop reading a report?35%
- What content do B2B buyers value most in a white paper?35%
- How long should a white paper be?40%
- What information will B2B buyers provide to access a report?80%
- What discourages B2B buyers from downloading a gated report?50%
- How often do B2B buyers share white papers with colleagues?65%
- What do B2B buyers do after reading a white paper?55%
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