Why do B2B buyers access white papers?
30%
30% of business buyers accessed their most recent white paper or research report to understand a problem.
n = 945 business buyers · Fielded October 2024 · Cherry Data Signals
Breakdown
Understanding a problem30%
Exploring possible solutions25%
Keeping up with industry developments15%
Comparing suppliers or approaches12%
Building a business case internally10%
Finding statistics for my own work5%
Another reason2%
I do not remember1%
0%50%100%
Figures are rounded and may not total exactly 100%.
What it means
Buyers arrive early in their journey: 55% were understanding a problem or exploring solutions, long before comparing suppliers.
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). "Why do B2B buyers access white papers?" Survey of 945 business buyers, United States. https://cherrysignals.com/statistics/why-b2b-buyers-access-white-papers
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
- How much of a white paper do B2B buyers actually read?60%
- 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%
Need an original statistic for your own story?
Explore Survey ResearchResearch by Cherry Data Signals