What makes B2B buyers stop reading a report?
35%
35% of business buyers say a report being too promotional is what most often makes them stop reading.
n = 945 business buyers · Fielded October 2024 · Cherry Data Signals
Breakdown
It is too promotional35%
It takes too long to reach useful findings25%
It repeats information I already know15%
Its claims are poorly supported10%
It is difficult to read or navigate8%
It is not relevant to my role5%
I generally finish reports I start2%
0%50%100%
Figures are rounded and may not total exactly 100%.
What it means
Promotion is the single biggest turn-off, ahead of slow pacing and repetition. Only 2% say they generally finish whatever they start.
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). "What makes B2B buyers stop reading a report?" Survey of 945 business buyers, United States. https://cherrysignals.com/statistics/what-makes-b2b-buyers-stop-reading-a-report
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%
- How much of a white paper do B2B buyers actually read?60%
- 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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