{ "schema_version": "1.1", "generated": "2026-10-16", "count": 106, "license": "CC BY 4.0", "source": "https://groundedkit.com/", "claims": [ { "schema_version": "1.1", "id": "influencer-marketing-roi-5-78", "slug": "influencer-marketing-roi-5-78", "url": "https://groundedkit.com/claims/influencer-marketing-roi-5-78/", "api_url": "https://groundedkit.com/api/claims/influencer-marketing-roi-5-78.json", "claim": "Influencer marketing returns $5.78 for every $1 spent", "commonly_cited_as": "\"Influencer marketing ROI is $5.78 per $1\" (as revenue or ROI)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Influencer Marketing Hub", "title": "The State of Influencer Marketing 2020: Benchmark Report", "year": "2020 (2019 data)" }, "quote": "Average earned media value per $1 spent has increased to $5.78", "method": "Opt-in survey of ~4,000 agencies, brands and industry professionals (45% US; 40% from companies under 10 staff), plus CreatorIQ platform data.", "drift": [ "Metric: earned media value (cost of equivalent ad exposure) quoted as revenue/ROI", "Date: 2019 data quoted as current" ], "interest": "Publisher is a media and review site for influencer-marketing platforms.", "safe_rephrasing": "Respondents to Influencer Marketing Hub's 2020 survey reported an average $5.78 in earned media value — not sales — per $1 spent in 2019.", "sources": [ { "title": "Influencer Marketing Hub — Benchmark Report 2020", "url": "https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/", "primary": true }, { "title": "Carly — Influencer Marketing Statistics 2026 (secondary trace)", "url": "https://www.usecarly.com/blog/influencer-marketing-statistics/", "primary": false } ], "kind": "stat_check", "as_of": "2020 (2019 data)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "influencer-marketing-6-50-per-dollar", "slug": "influencer-marketing-6-50-per-dollar", "url": "https://groundedkit.com/claims/influencer-marketing-6-50-per-dollar/", "api_url": "https://groundedkit.com/api/claims/influencer-marketing-6-50-per-dollar.json", "claim": "Businesses make $6.50 for every $1 spent on influencer marketing", "commonly_cited_as": "\"Influencer marketing delivers $6.50 ROI\" (as a current benchmark)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Tomoson", "title": "Influencer Marketing Study (blog post)", "year": "2015" }, "quote": "Tomoson surveyed 125 marketers online from 10–16 March 2015.", "method": "Online poll of 125 marketers; self-reported returns; no method given for the average.", "drift": [ "Date: 11-year-old poll quoted as current", "Context: top platforms then were blogs (37%) and Facebook (25%); Instagram, YouTube and Twitter 5–6% each; no TikTok" ], "interest": "Tomoson was an influencer marketplace.", "safe_rephrasing": "In a 2015 poll of 125 marketers by influencer platform Tomoson, respondents self-reported an average $6.50 return per $1.", "sources": [ { "title": "Tomoson — Influencer Marketing Study (Internet Archive, 2015)", "url": "https://web.archive.org/web/2015/https://blog.tomoson.com/influencer-marketing-study/", "primary": true } ], "kind": "stat_check", "as_of": "2015", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "email-marketing-roi-36-to-1", "slug": "email-marketing-roi-36-to-1", "url": "https://groundedkit.com/claims/email-marketing-roi-36-to-1/", "api_url": "https://groundedkit.com/api/claims/email-marketing-roi-36-to-1.json", "claim": "Email marketing returns $36 for every $1 spent", "commonly_cited_as": "\"Email ROI is 36:1\" (as measured and current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Litmus", "title": "State of Email Survey 2020", "year": "2020" }, "quote": "These insights are derived from Litmus’ 2020 State of Email Survey of more than 2,000 marketing professionals worldwide.", "method": "Survey fielded April 28–June 23, 2020; ROI anonymously self-reported by respondents.", "drift": [ "Method: self-reported survey average, not measured ROI", "Date: 2020 data still reused in 2025 materials; the 2025 report gives ranges instead (35% report $10–36, 30% report $36–50)" ], "interest": "Litmus sells email marketing software.", "safe_rephrasing": "Marketers surveyed by Litmus in 2020 self-reported an average email ROI of about 36:1; in 2025, 35% of marketing leaders reported $10–36 per $1.", "sources": [ { "title": "Litmus — The ROI of Email Marketing", "url": "https://www.litmus.com/blog/infographic-the-roi-of-email-marketing", "primary": true }, { "title": "Litmus — 2020 State of Email Survey announcement (field dates)", "url": "https://www.litmus.com/blog/take-the-2020-state-of-email-survey-and-help-us-give-back-to-the-community", "primary": true } ], "kind": "stat_check", "as_of": "2020", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "92-percent-trust-word-of-mouth-nielsen", "slug": "92-percent-trust-word-of-mouth-nielsen", "url": "https://groundedkit.com/claims/92-percent-trust-word-of-mouth-nielsen/", "api_url": "https://groundedkit.com/api/claims/92-percent-trust-word-of-mouth-nielsen.json", "claim": "92% of consumers trust influencers, UGC or word of mouth more than ads", "commonly_cited_as": "\"92% of consumers trust influencers (or UGC) over ads\" — Nielsen", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Nielsen", "title": "Global Trust in Advertising (April 2012)", "year": "2012 (fieldwork 2011)" }, "quote": "“recommendations from people I know” scored highest on trust, with 92 percent of consumers trusting this source completely or somewhat.", "method": "Online survey of 28,000+ internet respondents in 56 countries.", "drift": [ "Subject: 'people I know' (friends and family) rewritten as influencers or UGC", "Metric: 'completely or somewhat' trust rewritten as 'trust more than ads'", "Population: global online panel quoted as US consumers", "Date: 14 years old" ], "interest": "Nielsen sells advertising measurement.", "safe_rephrasing": "In Nielsen's 2012 global online survey, 92% said they trust recommendations from people they know completely or somewhat; ads on social networks were trusted by 36%.", "sources": [ { "title": "Nielsen: Trust in Advertising, Paid, Owned and Earned (2012)", "url": "https://www.nielsen.com/insights/2012/trust-in-advertising-paid-owned-and-earned/", "primary": true }, { "title": "MarketingProfs — Earned, Owned Media More Trusted Than Paid (Nielsen 2012 summary)", "url": "https://www.marketingprofs.com/charts/2012/8943/earned-owned-media-more-trusted-than-paid", "primary": false }, { "title": "Carly — Influencer Marketing Statistics 2026 (secondary trace)", "url": "https://www.usecarly.com/blog/influencer-marketing-statistics/", "primary": false } ], "kind": "stat_check", "as_of": "2012 (fieldwork 2011)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "61-percent-trust-influencers-38-brands", "slug": "61-percent-trust-influencers-38-brands", "url": "https://groundedkit.com/claims/61-percent-trust-influencers-38-brands/", "api_url": "https://groundedkit.com/api/claims/61-percent-trust-influencers-38-brands.json", "claim": "61% of consumers trust influencer recommendations vs 38% for brands", "commonly_cited_as": "\"61% trust influencers, only 38% trust brands\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Matter Communications", "title": "Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic", "year": "2020" }, "quote": "61% are likely to trust recommendations from a friend, family member or influencer on social platforms.", "method": "1,000 US consumers via a third-party panel, May 2020 (COVID-19 lockdown period).", "drift": [ "Subject: influencers were bundled with friends and family in one answer", "Date: pandemic-era sample" ], "interest": "Matter is a PR agency that sells influencer programs.", "safe_rephrasing": "A May 2020 Matter Communications survey of 1,000 US adults found 61% likely to trust recommendations from friends, family or influencers on social, versus 38% from brands.", "sources": [ { "title": "Matter Communications — press release, May 26 2020", "url": "https://www.matternow.com/blog/matter-survey-reveals-consumers-find-influencers-more-helpful-and-trustworthy-than-brands-during-the-pandemic/", "primary": true } ], "kind": "stat_check", "as_of": "2020", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "10000-ads-a-day", "slug": "10000-ads-a-day", "url": "https://groundedkit.com/claims/10000-ads-a-day/", "api_url": "https://groundedkit.com/api/claims/10000-ads-a-day.json", "claim": "The average person sees 4,000–10,000 ads a day", "commonly_cited_as": "\"We see up to 10,000 ads a day\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None — traced to a 2006 CBS interview quote", "title": "No study; disowned by the person credited", "year": "2005–2007 (myth); real counts 1968–2014" }, "quote": "\"Our intention was not to endorse any particular number,\" says Smith ... These numbers are unsubstantiated, and the citations never get more specific than 'experts agree'", "method": "Actual counts: Bauer & Greyser 1968, 76 exposures/day (750 people); 2007 replication, 98.5; Media Dynamics 2014, 362 exposures of which 153 noted.", "drift": [ "Number: no study ever measured thousands" ], "interest": "n/a", "safe_rephrasing": "Estimates of daily ad exposure vary widely; counted studies found roughly 76–362 exposures a day, far fewer of them noticed.", "sources": [ { "title": "The Drum — How many ads do we really see in a day? (2023)", "url": "https://www.thedrum.com/news/how-many-ads-do-we-really-see-day-spoiler-it-s-not-10000", "primary": false } ], "kind": "stat_check", "as_of": "2005–2007 (myth); real counts 1968–2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "8-second-attention-span-goldfish", "slug": "8-second-attention-span-goldfish", "url": "https://groundedkit.com/claims/8-second-attention-span-goldfish/", "api_url": "https://groundedkit.com/api/claims/8-second-attention-span-goldfish.json", "claim": "Human attention span is 8 seconds, shorter than a goldfish's 9", "commonly_cited_as": "\"Microsoft study: attention spans shorter than a goldfish\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None — Microsoft Canada (2015) cited the website Statistic Brain", "title": "No traceable data", "year": "2015" }, "quote": "the figure that everyone picked up on - about our shrinking attention spans - did not actually come from Microsoft's research.", "method": "Microsoft surveyed 2,000 Canadians and studied the brain activity of 112 people on other questions; the sources Statistic Brain listed had no record of the research.", "drift": [ "Attribution: Microsoft → Statistic Brain → nothing", "Concept: researchers say attention depends on the task, not one average" ], "interest": "The report came from Microsoft's advertising arm.", "safe_rephrasing": "There is no measured 'average attention span'; attention depends on the task and the content (BBC More or Less, 2017).", "sources": [ { "title": "BBC — Busting the attention span myth (2017)", "url": "https://www.bbc.com/news/health-38896790", "primary": false } ], "kind": "stat_check", "as_of": "2015", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "rule-of-7-marketing", "slug": "rule-of-7-marketing", "url": "https://groundedkit.com/claims/rule-of-7-marketing/", "api_url": "https://groundedkit.com/api/claims/rule-of-7-marketing.json", "claim": "Prospects need 7 touches before they buy (the Rule of 7)", "commonly_cited_as": "\"1930s Hollywood studios found 7 exposures are needed\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Jeffrey Lant (book, 1990) — rule of thumb, not a study", "title": "No study found for the Hollywood story", "year": "1990" }, "quote": "We searched for the Hollywood 'seven posters' research and couldn't find a single source that names the studio, the year or the study.", "method": "Measured advertising research points elsewhere: Krugman (1972) argued 3 exposures; Naples (1979) found 2 exposures within a purchase cycle effective (as summarized by the source). Lant’s book itself was not accessible online, so confidence stays medium.", "drift": [ "Lant's rule was about prospects noticing a message within 18 months, not about buying" ], "interest": "n/a", "safe_rephrasing": "The 'Rule of 7' is a rule of thumb; advertising research on effective frequency has proposed 2–3 exposures, and results vary by brand and channel.", "sources": [ { "title": "SalesBlog — Myth: the Rule of 7 (2026)", "url": "https://salesblog.co.uk/articles/myth-rule-of-seven/", "primary": false }, { "title": "Business Insider (2011): Lant’s Rule of Seven, 7 contacts within 18 months", "url": "https://www.businessinsider.com/how-many-contacts-does-it-take-before-someone-buys-your-product-2011-7", "primary": false } ], "kind": "stat_check", "as_of": "1990", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "video-95-percent-retention", "slug": "video-95-percent-retention", "url": "https://groundedkit.com/claims/video-95-percent-retention/", "api_url": "https://groundedkit.com/api/claims/video-95-percent-retention.json", "claim": "Viewers retain 95% of a message in video vs 10% in text", "commonly_cited_as": "\"Studies show viewers retain 95% of a video message\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Insivia (agency)", "title": "Why Do Viewers Retain 95% of a Video Message, But Only 10% of Text?", "year": "late 2000s" }, "quote": "It was directional. It was not a peer-reviewed neuroscience study.", "method": "The originator describes a small, unpublished survey of ~200 B2B buyers; no data or method published.", "drift": [ "Precision: a directional pattern became a 'scientific' fact" ], "interest": "Insivia sells marketing services, including video.", "safe_rephrasing": "Don't cite 95%/10%. If needed, say video can improve recall for complex topics, and cite peer-reviewed work on dual coding.", "sources": [ { "title": "Insivia — origin explanation", "url": "https://www.insivia.com/why-does-video-convert-better-than-text/", "primary": true } ], "kind": "stat_check", "as_of": "late 2000s", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "5-percent-retention-25-95-percent-profit", "slug": "5-percent-retention-25-95-percent-profit", "url": "https://groundedkit.com/claims/5-percent-retention-25-95-percent-profit/", "api_url": "https://groundedkit.com/api/claims/5-percent-retention-25-95-percent-profit.json", "claim": "A 5% increase in customer retention increases profits by 25–95%", "commonly_cited_as": "\"Bain: +5% retention = +25–95% profit\" (any business)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Reichheld & Schefter, Bain & Company / HBR", "title": "E-Loyalty: Your Secret Weapon on the Web", "year": "2000" }, "quote": "By retaining a mere 5% more customers, e-companies can boost profits by 25–95%", "method": "Bain analysis of e-business economics, dot-com era (Reichheld & Schefter, HBR July–Aug 2000). The figure is often credited to the earlier 1990 HBR paper 'Zero Defections' (Reichheld & Sasser), but that paper gives a different range, 25–85%, from a handful of service businesses (85% in one bank's branch system, 50% in an insurance brokerage, 30% in an auto-service chain), for a 5-point cut in the defection rate, and its chart measured customer value (net present value of the average customer's profit stream), not company-wide profit.", "drift": [ "Population: e-companies in 2000 → every business today", "Attribution: the 25–95% range comes from the 2000 e-loyalty article; the 1990 'Zero Defections' paper often cited for it says 25–85%", "Metric: the 1990 figures measured value per customer (NPV of the profit stream), widely re-quoted as total company profit", "Date: 26 years old (36 for the 1990 cases)" ], "interest": "Bain sells loyalty consulting (Net Promoter).", "safe_rephrasing": "Bain's Reichheld estimated in 2000 that retaining 5% more customers could lift e-commerce profits by 25–95%; his 1990 HBR cases (bank, insurance, auto service) showed 25–85% gains in customer value. The effect varies by industry, so model it with your own retention and margin data.", "sources": [ { "title": "Bain & Company — E-loyalty: Your secret weapon on the web (2000)", "url": "https://www.bain.com/insights/e-loyalty-your-secret-weapon-on-the-web/", "primary": true }, { "title": "HBR — Zero Defections: Quality Comes to Services (Reichheld & Sasser, 1990)", "url": "https://hbr.org/1990/09/zero-defections-quality-comes-to-services", "primary": true }, { "title": "PubMed — abstract of 'Zero Defections' (HBR 68(5):105–111, 1990)", "url": "https://pubmed.ncbi.nlm.nih.gov/10107082", "primary": false }, { "title": "Coteria — The economics of the returning customer (trace)", "url": "https://getcoteria.com/learn/economics-of-the-returning-customer", "primary": false }, { "title": "HBR — The Value of Keeping the Right Customers (2014)", "url": "https://hbr.org/2014/10/the-value-of-keeping-the-right-customers", "primary": false } ], "kind": "stat_check", "as_of": "2000", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "acquisition-costs-5-25x-retention", "slug": "acquisition-costs-5-25x-retention", "url": "https://groundedkit.com/claims/acquisition-costs-5-25x-retention/", "api_url": "https://groundedkit.com/api/claims/acquisition-costs-5-25x-retention.json", "claim": "Acquiring a new customer costs 5–25x more than retaining one", "commonly_cited_as": "\"HBR: acquisition costs 5–25x more than retention\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None — HBR (2014) cites no specific study", "title": "The Value of Keeping the Right Customers (HBR, Amy Gallo)", "year": "2014" }, "quote": "Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive", "method": "None given; a range across unnamed studies.", "drift": [ "Attribution: an HBR blog line quoted as an HBR study" ], "interest": "n/a", "safe_rephrasing": "Acquisition is often more expensive than retention, but the ratio depends on the industry; measure your own CAC against retention cost.", "sources": [ { "title": "HBR — The Value of Keeping the Right Customers (2014)", "url": "https://hbr.org/2014/10/the-value-of-keeping-the-right-customers", "primary": true }, { "title": "Coteria — trace", "url": "https://getcoteria.com/learn/economics-of-the-returning-customer", "primary": false } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "content-marketing-62-percent-less-3x-leads", "slug": "content-marketing-62-percent-less-3x-leads", "url": "https://groundedkit.com/claims/content-marketing-62-percent-less-3x-leads/", "api_url": "https://groundedkit.com/api/claims/content-marketing-62-percent-less-3x-leads.json", "claim": "Content marketing costs 62% less than traditional marketing and generates 3x as many leads", "commonly_cited_as": "\"Demand Metric study\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Demand Metric (infographic, not a study)", "title": "Infographic: Content Marketing", "year": "2013" }, "quote": "This infographic provides statistics and best practices for content marketing.", "method": "No survey, sample or method; per MarketSplash's audit, the infographic's own source list is mostly other statistics roundups. The Demand Metric page itself (opened) shows no survey or method; the downloadable infographic was not opened (download gated), so confidence stays medium.", "drift": [ "Type: an infographic quoted as a study", "Date: 13 years old, quoted in the present tense" ], "interest": "Demand Metric sells marketing advisory services.", "safe_rephrasing": "Don't cite it. Use a current survey with a stated method (e.g. CMI/MarketingProfs annual B2B research) and name its sample.", "sources": [ { "title": "Demand Metric — Infographic: Content Marketing", "url": "https://www.demandmetric.com/content/content-marketing-infographic", "primary": true }, { "title": "MarketSplash — 75 Content Marketing Statistics Re-Verified (audit)", "url": "https://marketsplash.com/content-marketing-statistics/", "primary": false } ], "kind": "stat_check", "as_of": "2013", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "google-ads-2-dollars-per-dollar", "slug": "google-ads-2-dollars-per-dollar", "url": "https://groundedkit.com/claims/google-ads-2-dollars-per-dollar/", "api_url": "https://groundedkit.com/api/claims/google-ads-2-dollars-per-dollar.json", "claim": "Businesses make $2 (or $8) for every $1 spent on Google Ads", "commonly_cited_as": "\"Google Ads returns $2 / $8 per $1\" (as measured ROI)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Google Economic Impact methodology", "title": "How we calculate Google’s economic impact", "year": "2009 model, still used" }, "quote": "we assume that for every $1 businesses spend on Google Ads, they generate an average of $2 in profit.", "method": "An assumption from Hal Varian (AER 2009, based on observed CPC); the $8 figure adds an assumed 5 organic clicks per ad click, valued at 70%.", "drift": [ "Type: a seller's modelled assumption quoted as advertiser-measured ROI", "Scope: the $8 includes free organic clicks" ], "interest": "Google sells the ads.", "safe_rephrasing": "Google's economic-impact model assumes $2 in profit per $1 of Google Ads, and $8 when organic search clicks are included.", "sources": [ { "title": "Google Economic Impact — Methodology", "url": "https://economicimpact.google/methodology/", "primary": true } ], "kind": "stat_check", "as_of": "2009 model, still used", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "b2b-buyers-57-percent-before-sales", "slug": "b2b-buyers-57-percent-before-sales", "url": "https://groundedkit.com/claims/b2b-buyers-57-percent-before-sales/", "api_url": "https://groundedkit.com/api/claims/b2b-buyers-57-percent-before-sales.json", "claim": "B2B buyers are 57% through the purchase decision before talking to sales", "commonly_cited_as": "\"Buyers are 57% (or 70%) done before contacting a vendor\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "CEB Marketing Leadership Council (with Google)", "title": "The Digital Evolution in B2B Marketing", "year": "2012" }, "quote": "the average customer had completed 57% of the purchase decision-making process prior to engaging a supplier sales rep directly.", "method": "CEB Marketing Leadership Council Customer Purchase Research Survey, 2011: 1,500+ customer contacts (decision makers and influencers in a recent major purchase) of 22 large B2B suppliers.", "drift": [ "Date: 14 years old, quoted as current" ], "interest": "CEB (now Gartner) sells sales and marketing advisory.", "safe_rephrasing": "CEB research from 2012 found B2B buyers were on average 57% through the purchase process before engaging a sales rep.", "sources": [ { "title": "CEB/Google: The Digital Evolution in B2B Marketing (2012, PDF)", "url": "https://www.thinkwithgoogle.com/_qs/documents/677/the-digital-evolution-in-b2b-marketing_research-studies.pdf", "primary": true }, { "title": "Strategy+Design — quoting CEB 2012", "url": "https://strategydesign.co/how-multi-channel-marketing-enables-dialogue-with-sales/", "primary": false } ], "kind": "stat_check", "as_of": "2012", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "creator-ad-spend-37-billion-2025", "slug": "creator-ad-spend-37-billion-2025", "url": "https://groundedkit.com/claims/creator-ad-spend-37-billion-2025/", "api_url": "https://groundedkit.com/api/claims/creator-ad-spend-37-billion-2025.json", "claim": "US creator economy ad spend reaches $37B in 2025", "commonly_cited_as": "\"Creator ad spend hits $37B, growing 4x faster than media\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "IAB", "title": "2025 Creator Economy Ad Spend & Strategy Report", "year": "2025" }, "quote": "creator economy ad spend is projected to reach $37 billion in 2025 — a 26% increase year-over-year", "method": "Projection of intentional US brand spend on creators (sponsored, amplified, planned adjacencies); excludes affiliate, subscriptions, tips and merch.", "drift": [ "None — but it is a projection; don't mix it with broader 'creator economy' TAM figures" ], "interest": "IAB is the trade body of companies that sell digital ads.", "safe_rephrasing": "IAB projected US brands would spend $37B on creator advertising in 2025, up 26% year over year.", "sources": [ { "title": "IAB — press release, Nov 20 2025", "url": "https://www.iab.com/news/creator-economy-ad-spend-to-reach-37-billion-in-2025-growing-4x-faster-than-total-media-industry-according-to-iab/", "primary": true } ], "kind": "stat_check", "as_of": "2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "color-increases-brand-recognition-80", "slug": "color-increases-brand-recognition-80", "url": "https://groundedkit.com/claims/color-increases-brand-recognition-80/", "api_url": "https://groundedkit.com/api/claims/color-increases-brand-recognition-80.json", "claim": "Color increases brand recognition by 80%", "commonly_cited_as": "\"University of Loyola study: color increases brand recognition by up to 80%\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Xerox marketing leaflet (2001/2005), attributed to Loyola University Maryland researchers", "title": "No study containing the figure was found", "year": "2001 (leaflet)" }, "quote": "Google couldn't find any paper by dr. Hoadley that had that quote in it.", "method": "None. An investigator traced the line to a Xerox leaflet and contacted the named lead researcher; the papers she supplied do not contain the 80% figure.", "drift": [ "Attribution: a printer-maker's sales leaflet quoted as a university study" ], "interest": "Xerox sells color printing.", "safe_rephrasing": "Don't cite a number. If you need evidence on color, cite a named peer-reviewed study and what it measured.", "sources": [ { "title": "Insights4Print: the real contents of the 'Loyola study' (2019)", "url": "https://www.insights4print.ceo/2019/02/color-increases-brand-recognition-by-80-the-real-contents-of-the-loyola-study-revealed/", "primary": false } ], "kind": "stat_check", "as_of": "2001 (leaflet)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "amazon-100ms-latency-1-percent-sales", "slug": "amazon-100ms-latency-1-percent-sales", "url": "https://groundedkit.com/claims/amazon-100ms-latency-1-percent-sales/", "api_url": "https://groundedkit.com/api/claims/amazon-100ms-latency-1-percent-sales.json", "claim": "Every 100ms of latency cost Amazon 1% of sales", "commonly_cited_as": "\"Amazon found every 100ms of latency costs 1% in sales\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Greg Linden (ex-Amazon) blog post and slides, 2006, about a pre-2002 A/B test", "title": "No published data", "year": "2006 (anecdote about pre-2002 test)" }, "quote": "In A/B tests, we tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue.", "method": "No dataset, sample, test length or significance was published; the '1%' wording comes from a later presentation slide, as traced by the source.", "drift": [ "Precision: 'substantial drops' became an exact 1% per 100ms", "Date: 20+ year-old test quoted as current" ], "interest": "n/a", "safe_rephrasing": "An early-2000s internal Amazon A/B test reportedly found small page delays reduced revenue; no data was published.", "sources": [ { "title": "Niels-Ole Kühl: Amazon 100ms = 1% revenue? (2018 trace)", "url": "https://niels-ole.com/amazon/performance/2018/10/27/100ms-latency-1percent-revenue.html", "primary": false } ], "kind": "stat_check", "as_of": "2006 (anecdote about pre-2002 test)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "website-first-impression-50-milliseconds", "slug": "website-first-impression-50-milliseconds", "url": "https://groundedkit.com/claims/website-first-impression-50-milliseconds/", "api_url": "https://groundedkit.com/api/claims/website-first-impression-50-milliseconds.json", "claim": "Users form an opinion about your website in 50 milliseconds (0.05 s)", "commonly_cited_as": "\"You have 0.05 seconds to make a good first impression\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Lindgaard, Fernandes, Dudek & Brown (Carleton University)", "title": "Attention web designers: You have 50 milliseconds to make a good first impression! (Behaviour & Information Technology 25(2))", "year": "2006" }, "quote": "Study 3 again replicated the 500 ms condition as well as adding a 50 ms condition using the same stimuli", "method": "Three lab studies; small student samples (e.g. 22 and 31 participants) rated the visual appeal of web homepages shown for 500 ms and 50 ms.", "drift": [ "Scope: often stretched from 'visual appeal rating' to trust, credibility or whether users stay" ], "interest": "n/a", "safe_rephrasing": "A 2006 lab study found people's ratings of a homepage's visual appeal after 50 ms were consistent with ratings after longer exposure.", "sources": [ { "title": "Lindgaard et al. 2006 (PDF)", "url": "https://www.makinggood.ac.nz/media/1265/lindegaardetal_2006_attention.pdf", "primary": true } ], "kind": "stat_check", "as_of": "2006", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "88-percent-trust-online-reviews", "slug": "88-percent-trust-online-reviews", "url": "https://groundedkit.com/claims/88-percent-trust-online-reviews/", "api_url": "https://groundedkit.com/api/claims/88-percent-trust-online-reviews.json", "claim": "88% of consumers trust online reviews as much as personal recommendations", "commonly_cited_as": "\"88% of consumers trust online reviews as much as personal recommendations\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "BrightLocal", "title": "Local Consumer Review Survey 2014", "year": "2014" }, "quote": "88% of consumers say they trust online reviews as much as personal recommendations (vs. 79% in 2013)", "method": "BrightLocal's own consumer panel: 2,104 responses, 90% US and 10% Canada, May-June 2014.", "drift": [ "Date: 12 years old; BrightLocal's later editions report much lower figures (49% in 2026, with changed wording)" ], "interest": "BrightLocal sells local-SEO and review-management software.", "safe_rephrasing": "In BrightLocal's 2014 panel survey, 88% said they trust online reviews as much as personal recommendations; the same company's recent editions report around half.", "sources": [ { "title": "BrightLocal: Local Consumer Review Survey 2014", "url": "https://www.brightlocal.com/research/local-consumer-review-survey-2014/", "primary": true } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "4x-more-likely-to-buy-when-referred-nielsen", "slug": "4x-more-likely-to-buy-when-referred-nielsen", "url": "https://groundedkit.com/claims/4x-more-likely-to-buy-when-referred-nielsen/", "api_url": "https://groundedkit.com/api/claims/4x-more-likely-to-buy-when-referred-nielsen.json", "claim": "People are 4x more likely to buy when referred by a friend (Nielsen)", "commonly_cited_as": "\"Customers are 4x more likely to buy when referred by a friend\" — Nielsen", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None. The Nielsen release usually cited does not contain it", "title": "Nielsen Global Online Consumer Survey press release (July 2009)", "year": "2009 (cited source)" }, "quote": "nine in every ten Internet consumers worldwide (90 percent) trust recommendations from people they know", "method": "The cited Nielsen release is an online survey of 25,000+ internet consumers in 50 countries about trust in ad formats; it reports trust, not purchase likelihood, and has no '4x'.", "drift": [ "Attribution: a trust finding rewritten as a purchase multiplier credited to Nielsen" ], "interest": "n/a", "safe_rephrasing": "Don't cite '4x'. Nielsen's 2009 global survey found 90% trust recommendations from people they know.", "sources": [ { "title": "Nielsen press release, July 2009 (archived PDF)", "url": "https://web.archive.org/web/2012id_/http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/07/pr_global-study_07709.pdf", "primary": true } ], "kind": "stat_check", "as_of": "2009 (cited source)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "personalized-emails-6x-transaction-rates", "slug": "personalized-emails-6x-transaction-rates", "url": "https://groundedkit.com/claims/personalized-emails-6x-transaction-rates/", "api_url": "https://groundedkit.com/api/claims/personalized-emails-6x-transaction-rates.json", "claim": "Personalized emails deliver 6x higher transaction rates", "commonly_cited_as": "\"Personalized emails deliver 6x higher transaction rates\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Experian Marketing Services", "title": "2013 Email Market Study (press release, 5 Feb 2014)", "year": "2014 (2013 data)" }, "quote": "The study found that personalized emails generate six times higher transaction rates and revenue per email than nonpersonalized email.", "method": "Analysis of email campaigns sent by Experian's clients in 2013; sample size not stated in the release.", "drift": [ "Date: 13-year-old campaign data quoted as current" ], "interest": "Experian sold email-marketing services.", "safe_rephrasing": "Experian's 2013 analysis of its clients' emails found personalized emails had six times the transaction rate of non-personalized ones.", "sources": [ { "title": "Experian press release (2014)", "url": "https://www.experianplc.com/newsroom/press-releases/2014/experian-marketing-services-study-finds-personalized-emails-generate-six", "primary": true } ], "kind": "stat_check", "as_of": "2014 (2013 data)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "word-of-mouth-13-percent-sales-6-trillion", "slug": "word-of-mouth-13-percent-sales-6-trillion", "url": "https://groundedkit.com/claims/word-of-mouth-13-percent-sales-6-trillion/", "api_url": "https://groundedkit.com/api/claims/word-of-mouth-13-percent-sales-6-trillion.json", "claim": "Word of mouth drives 13% of consumer sales ($6 trillion)", "commonly_cited_as": "\"Word of mouth drives $6 trillion of annual consumer spending\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Word of Mouth Marketing Association (WOMMA), analysis by Analytic Partners", "title": "Return on Word of Mouth (press release, 18 Nov 2014)", "year": "2014" }, "quote": "online and offline consumer conversations and recommendations account for 13% of consumer sales, on average, which represents $6 trillion in annual consumer spending.", "method": "Econometric modeling of confidential sales data from sponsoring brands in six categories; the $6 trillion extrapolates the 13% average to all US consumer spending.", "drift": [ "Scope: an average across a few sponsor brands extrapolated to the whole economy", "Date: 12 years old" ], "interest": "Funded by brand and agency sponsors; WOMMA is a word-of-mouth trade body.", "safe_rephrasing": "A 2014 WOMMA-sponsored model of six categories estimated word of mouth drove about 13% of sales for participating brands.", "sources": [ { "title": "PR Newswire: WOMMA study release (2014)", "url": "https://www.prnewswire.com/news-releases/landmark-study-shows-word-of-mouth-drives-13-of-consumer-sales-283040971.html", "primary": true } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "71-percent-more-likely-social-referrals", "slug": "71-percent-more-likely-social-referrals", "url": "https://groundedkit.com/claims/71-percent-more-likely-social-referrals/", "api_url": "https://groundedkit.com/api/claims/71-percent-more-likely-social-referrals.json", "claim": "Consumers are 71% more likely to purchase based on social media referrals", "commonly_cited_as": "\"HubSpot: 71% more likely to purchase based on social media referrals\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "HubSpot blog post with a Killer Infographics graphic; no study named in the post text", "title": "71% More Likely to Purchase Based on Social Media Referrals [Infographic] (Mike Ewing, Jan. 9, 2012)", "year": "2012" }, "quote": "The below infographic design from Killer Infographics is a great illustration of the importance of ecommerce inbound marketing.", "method": "None found: the archived post's text names no survey, sample or method. The figure sits inside the infographic image, which we could not read from the archive text.", "drift": [ "Date: a 2012 blog infographic still quoted as current", "Meaning: '71% more likely' is undefined (more likely than what?)", "Later restated as '71% of users are more likely to buy based on influencer recommendations'" ], "interest": "HubSpot sells marketing software.", "safe_rephrasing": "Don't cite it; use a current survey with a stated sample.", "sources": [ { "title": "HubSpot blog, Jan. 9, 2012 (Internet Archive copy, Jan. 6, 2014)", "url": "https://web.archive.org/web/2013/http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-INFOGRAPHIC.aspx", "primary": true }, { "title": "Original HubSpot URL (now redirects to an unrelated article)", "url": "https://blog.hubspot.com/blog/tabid/6307/bid/30239/71-more-likely-to-purchase-based-on-social-media-referrals-infographic.aspx", "primary": false } ], "kind": "stat_check", "as_of": "Blog post of Jan. 9, 2012", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "millennials-trust-ugc-50-percent-more", "slug": "millennials-trust-ugc-50-percent-more", "url": "https://groundedkit.com/claims/millennials-trust-ugc-50-percent-more/", "api_url": "https://groundedkit.com/api/claims/millennials-trust-ugc-50-percent-more.json", "claim": "Millennials trust user-generated content 50% more than other media", "commonly_cited_as": "\"Millennials trust UGC 50% more than traditional media\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Crowdtap with Ipsos MediaCT", "title": "Social Influence: Marketing's New Frontier (as reported by Adweek)", "year": "2014" }, "quote": "A study by Crowdtap and Ipsos Media CT found that this generation is most influenced by user-generated content (UGC).", "method": "Online survey of 839 US millennials (18-36), as reported by secondary sources.", "drift": [ "Date: 12 years old; today's 'millennials' are 30-45" ], "interest": "Crowdtap sold UGC and influencer campaigns.", "safe_rephrasing": "A 2014 survey by UGC firm Crowdtap with Ipsos found millennials rated user-generated content as more trusted than other media.", "sources": [ { "title": "Adweek: Millennials Trust UGC 50% More (2014)", "url": "https://www.adweek.com/performance-marketing/millennials-trust-user-generated-content-50-traditional-media-infographic/", "primary": false } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "visuals-processed-60000-times-faster", "slug": "visuals-processed-60000-times-faster", "url": "https://groundedkit.com/claims/visuals-processed-60000-times-faster/", "api_url": "https://groundedkit.com/api/claims/visuals-processed-60000-times-faster.json", "claim": "The brain processes visuals 60,000 times faster than text", "commonly_cited_as": "\"3M research: visuals are processed 60,000x faster than text\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "3M sales brochure (2001) and a 1998 3M presentation", "title": "No study found", "year": "2001 (brochure)" }, "quote": "the 2001 3M document you get is not a research summary, not product of their R&D, but a sales brochure", "method": "None. Repeated tracing finds only 3M marketing material without data.", "drift": [ "Attribution: a projector-maker's brochure quoted as 3M research" ], "interest": "3M sold overhead projectors.", "safe_rephrasing": "Don't cite it. Images can be understood quickly, but no study supports '60,000 times'.", "sources": [ { "title": "CogDogBlog: 60,000 times, truthiness achieved (2014)", "url": "https://cogdogblog.com/2014/04/60000-times-truthiness/", "primary": false } ], "kind": "stat_check", "as_of": "2001 (brochure)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "80-percent-sales-5-follow-ups", "slug": "80-percent-sales-5-follow-ups", "url": "https://groundedkit.com/claims/80-percent-sales-5-follow-ups/", "api_url": "https://groundedkit.com/api/claims/80-percent-sales-5-follow-ups.json", "claim": "80% of sales require 5 follow-ups", "commonly_cited_as": "\"80% of sales require 5 follow-up calls\" (National Sales Executive Association)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Long Island chapter of the National Sales Executives Association (now SMEI)", "title": "Member survey", "year": "1942" }, "quote": "80% of sales are made on the fifth to twelfth contact", "method": "A 1942 survey of chapter members; SMEI says the sample was under 40.", "drift": [ "Metric: 'fifth to twelfth contact' became 'five follow-ups'", "Date: 84 years old, quoted as current", "Sample: under 40 salespeople" ], "interest": "SMEI sells sales training and certification.", "safe_rephrasing": "A 1942 survey of fewer than 40 sales executives reported most sales closing after several contacts; it is not modern evidence.", "sources": [ { "title": "SMEI: Sales Statistics (archive research)", "url": "https://smei.org/sales-statistics/", "primary": true }, { "title": "Automation Experience: the follow-up statistic its author deleted (2026)", "url": "https://automationexperience.net/blog/the-follow-up-statistic-its-own-author-deleted/", "primary": false } ], "kind": "stat_check", "as_of": "1942", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "sms-98-percent-open-rate", "slug": "sms-98-percent-open-rate", "url": "https://groundedkit.com/claims/sms-98-percent-open-rate/", "api_url": "https://groundedkit.com/api/claims/sms-98-percent-open-rate.json", "claim": "Text messages have a 98% open rate", "commonly_cited_as": "\"SMS has a 98% open rate (vs 20% for email)\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Mobilesquared (for SinglePoint)", "title": "Conversational Advertising (white paper)", "year": "2010" }, "quote": "neither datapoints represent an accurate reflection of today's world of mobile messaging.", "method": "2010 white paper; the author firm said in 2022 that its latest data suggests 55% of SMS are read and 100% are viewed. SMS has no standard open tracking.", "drift": [ "Metric: a 'read' estimate quoted as a measured open rate", "Date: the publisher itself withdrew it as current" ], "interest": "Commissioned by an SMS-messaging vendor.", "safe_rephrasing": "Mobilesquared's 2010 estimate of 98% SMS read rates is withdrawn by its author; its 2022 data suggests about 55% are read.", "sources": [ { "title": "Mobilesquared: SMS engagement rates dropping (2022)", "url": "https://www.mobilesquared.co.uk/2022/08/24/sms-engagement-dropping-still-outperforms-other-channels/", "primary": true }, { "title": "Mobilesquared: Conversational Advertising (2010, PDF)", "url": "https://tnz.com.au/assets/downloads/MobileSQUARED%20-%20Conversational%20Advertising.pdf", "primary": true } ], "kind": "stat_check", "as_of": "2010", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "mehrabian-7-38-55-rule", "slug": "mehrabian-7-38-55-rule", "url": "https://groundedkit.com/claims/mehrabian-7-38-55-rule/", "api_url": "https://groundedkit.com/api/claims/mehrabian-7-38-55-rule.json", "claim": "Only 7% of communication is words (7-38-55 rule)", "commonly_cited_as": "\"93% of communication is nonverbal\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Albert Mehrabian (UCLA)", "title": "Mehrabian & Wiener 1967; Mehrabian & Ferris 1967; Silent Messages (1971/1981)", "year": "1967" }, "quote": "was actually concerned with feelings and attitudes", "method": "Small lab studies in which listeners judged a speaker's feelings from single words with inconsistent tone or facial expression.", "drift": [ "Scope: findings about judging feelings from inconsistent cues generalized to all communication" ], "interest": "n/a", "safe_rephrasing": "Mehrabian's 1960s experiments concern how people judge feelings when words and tone conflict; he says the ratios don't apply to communication in general.", "sources": [ { "title": "Max Atkinson: Mehrabian's moans about the myth (2009, quoting Mehrabian)", "url": "https://maxatkinson.blogspot.com/2009/08/mehrabians-moans-about-myth.html", "primary": false } ], "kind": "stat_check", "as_of": "1967", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "75-percent-never-scroll-past-page-one", "slug": "75-percent-never-scroll-past-page-one", "url": "https://groundedkit.com/claims/75-percent-never-scroll-past-page-one/", "api_url": "https://groundedkit.com/api/claims/75-percent-never-scroll-past-page-one.json", "claim": "75% of users never scroll past the first page of search results", "commonly_cited_as": "\"75% of users never scroll past the first page of Google\" — HubSpot", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "HubSpot slide deck (2010) citing marketshare.hitslink.com", "title": "120 Awesome Marketing Stats, Charts and Graphs", "year": "2010" }, "quote": "That underlying source is a dead link.", "method": "None: the cited source is unreachable and no controlled study was found by the auditing source.", "drift": [ "Attribution: a stat-deck line credited to HubSpot research" ], "interest": "HubSpot sells SEO/inbound software.", "safe_rephrasing": "Don't cite 75%. Use a dated click-through study and name its data source.", "sources": [ { "title": "SERPs.io: We fact-checked the 10 most-quoted SEO statistics", "url": "https://serps.io/blog/seo-zombie-statistics-fact-check", "primary": false } ], "kind": "stat_check", "as_of": "2010", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "53-percent-mobile-abandon-3-seconds", "slug": "53-percent-mobile-abandon-3-seconds", "url": "https://groundedkit.com/claims/53-percent-mobile-abandon-3-seconds/", "api_url": "https://groundedkit.com/api/claims/53-percent-mobile-abandon-3-seconds.json", "claim": "53% of mobile users abandon a site that takes over 3 seconds to load", "commonly_cited_as": "\"53% of mobile visitors leave if a page takes longer than 3 seconds\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Google / DoubleClick", "title": "The need for mobile speed", "year": "2016 (March 2016 data)" }, "quote": "53% of visits are likely to be abandoned if pages take longer than 3 seconds to load", "method": "Aggregated, anonymized Google Analytics data from about 3,700 opted-in mobile sites, March 2016, many on 3G.", "drift": [ "Wording: 'likely to be abandoned' (modeled) quoted as measured", "Date: 10-year-old 3G-era data" ], "interest": "Google sells ads and promoted its AMP format at the time.", "safe_rephrasing": "Google's 2016 analysis of ~3,700 mobile sites estimated 53% of visits are likely abandoned when pages take over 3 seconds.", "sources": [ { "title": "Google: The need for mobile speed (2016)", "url": "https://blog.google/products/admanager/the-need-for-mobile-speed/", "primary": true } ], "kind": "stat_check", "as_of": "2016 (March 2016 data)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "89-percent-compete-on-customer-experience", "slug": "89-percent-compete-on-customer-experience", "url": "https://groundedkit.com/claims/89-percent-compete-on-customer-experience/", "api_url": "https://groundedkit.com/api/claims/89-percent-compete-on-customer-experience.json", "claim": "89% of companies compete primarily on customer experience (Gartner)", "commonly_cited_as": "\"89% of businesses compete primarily on customer experience\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "medium", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Customer experience survey (2014)", "year": "2014" }, "quote": "89% of companies expect to compete primarily on the basis of customer experience", "method": "Gartner survey of marketing leaders; the original is paywalled and was not opened (secondary quote only).", "drift": [ "Tense: an expectation ('expect to compete', for 2016) quoted as fact" ], "interest": "Gartner sells research and advisory.", "safe_rephrasing": "In a 2014 Gartner survey, 89% of companies said they expected to compete mainly on customer experience.", "sources": [ { "title": "SERVSIG: Customer experience, two shortcomings (2016, quoting Gartner 2014)", "url": "https://www.servsig.org/wordpress/2016/03/customer-experience-two-shortcomings-and-exciting-opportunities/", "primary": false } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "49-percent-rely-on-influencer-recommendations", "slug": "49-percent-rely-on-influencer-recommendations", "url": "https://groundedkit.com/claims/49-percent-rely-on-influencer-recommendations/", "api_url": "https://groundedkit.com/api/claims/49-percent-rely-on-influencer-recommendations.json", "claim": "49% of consumers depend on influencer recommendations", "commonly_cited_as": "\"49% of consumers rely on influencer recommendations\" (as US consumers today)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Twitter with Annalect", "title": "Twitter influencer study (2016)", "year": "2016" }, "quote": "Almost half of the respondents (49 percent) in the survey rely on influencers for product recommendations. That's just a bit less than the percentage that rely on Tweets from their own friends (56 percent) for recommendations.", "method": "Survey of Twitter users, as reported by secondary coverage; 56% relied on friends.", "drift": [ "Population: Twitter users quoted as all consumers", "Date: 10 years old" ], "interest": "Twitter sells influencer and ad products.", "safe_rephrasing": "In a 2016 Twitter/Annalect survey of Twitter users, 49% said they rely on influencers for product recommendations.", "sources": [ { "title": "ION: Twitter report on influencers (2016)", "url": "https://www.ion.co/twitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-as-much-as-they-do-from-friends", "primary": false } ], "kind": "stat_check", "as_of": "2016", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "70-percent-teens-trust-youtubers-over-celebrities", "slug": "70-percent-teens-trust-youtubers-over-celebrities", "url": "https://groundedkit.com/claims/70-percent-teens-trust-youtubers-over-celebrities/", "api_url": "https://groundedkit.com/api/claims/70-percent-teens-trust-youtubers-over-celebrities.json", "claim": "70% of teens trust YouTubers more than traditional celebrities", "commonly_cited_as": "\"70% of teenagers trust influencers more than celebrities\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Google (Ipsos Connect, Google-commissioned)", "title": "The YouTube Generation Study (Think with Google)", "year": "2015 (Nov 2015 fieldwork)" }, "quote": "teen YouTube channel subscribers who agreed that YouTube creators are “more like one of us” than traditional celebrities, n=433, Nov. 2015.", "method": "US teen YouTube channel subscribers, n=433, Google-commissioned.", "drift": [ "Metric: 'relate to / more like one of us' became 'trust'", "Population: teen YouTube subscribers became all teens", "Date: 11 years old" ], "interest": "Google owns YouTube.", "safe_rephrasing": "In a 2015 Google-commissioned survey of 433 US teen YouTube subscribers, 70% said they relate to YouTube creators more than to traditional celebrities.", "sources": [ { "title": "Think with Google: YouTube stars' influence (PDF)", "url": "https://www.thinkwithgoogle.com/_qs/documents/604/youtube-stars-influence-b.pdf", "primary": true } ], "kind": "stat_check", "as_of": "2015 (Nov 2015 fieldwork)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "80-percent-buy-personalized-experiences-epsilon", "slug": "80-percent-buy-personalized-experiences-epsilon", "url": "https://groundedkit.com/claims/80-percent-buy-personalized-experiences-epsilon/", "api_url": "https://groundedkit.com/api/claims/80-percent-buy-personalized-experiences-epsilon.json", "claim": "80% of consumers are more likely to buy when brands offer personalized experiences", "commonly_cited_as": "\"80% of consumers are more likely to buy from brands that personalize\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Epsilon (with GBH Insights)", "title": "The power of me: The impact of personalization on marketing performance (press release, 9 Jan 2018)", "year": "2018 (2017 survey)" }, "quote": "According to the 2017 online survey of 1,000 consumers ages 18-64, the appeal for personalization is high, with 80% of respondents indicating they are more likely to do business with a company if it offers personalized experiences", "method": "2017 online survey of 1,000 US consumers aged 18-64; stated intent, not observed behavior.", "drift": [ "Metric: stated intent quoted as purchase behavior", "Date: 9 years old" ], "interest": "Epsilon sells personalization and data services.", "safe_rephrasing": "In Epsilon's 2017 survey of 1,000 US consumers, 80% said they're more likely to do business with a company offering personalized experiences.", "sources": [ { "title": "Epsilon press release (2018)", "url": "https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences", "primary": true } ], "kind": "stat_check", "as_of": "2018 (2017 survey)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "people-remember-10-percent-read-20-percent-hear", "slug": "people-remember-10-percent-read-20-percent-hear", "url": "https://groundedkit.com/claims/people-remember-10-percent-read-20-percent-hear/", "api_url": "https://groundedkit.com/api/claims/people-remember-10-percent-read-20-percent-hear.json", "claim": "People remember 10% of what they read, 20% of what they hear…", "commonly_cited_as": "\"Dale's Cone: we remember 10% of what we read, 90% of what we do\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "D. G. Treichler (Mobil Oil employee), Film and Audio-Visual Communications magazine", "title": "No research cited", "year": "1967" }, "quote": "D. G. Treichler didn't cite any research", "method": "None. Edgar Dale's Cone of Experience contains no percentages; the numbers were later grafted onto it.", "drift": [ "Attribution: numbers from a trade-magazine article credited to Dale or to 'research'" ], "interest": "n/a", "safe_rephrasing": "Don't cite these percentages; Dale's cone has no numbers and no research supports them.", "sources": [ { "title": "Work-Learning Research: People remember 10%, 20%... Oh really? (2006)", "url": "https://www.worklearning.com/2006/05/01/people_remember/", "primary": false } ], "kind": "stat_check", "as_of": "1967", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "inbound-leads-cost-61-percent-less", "slug": "inbound-leads-cost-61-percent-less", "url": "https://groundedkit.com/claims/inbound-leads-cost-61-percent-less/", "api_url": "https://groundedkit.com/api/claims/inbound-leads-cost-61-percent-less.json", "claim": "Inbound leads cost 61% less than outbound leads", "commonly_cited_as": "\"Inbound leads cost 61% less than outbound\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "HubSpot", "title": "State of Inbound Marketing (2012; earlier editions 2009-2011)", "year": "2012 (Jan 2012 survey)" }, "quote": "the 2009 survey showed that inbound marketing dominated organizations experienced a 61% lower cost per lead", "method": "Self-reported surveys of marketers (2011 edition: 644 professionals; 2012 edition: 972, per an audit).", "drift": [ "Date: 14+ years old", "Self-reported cost per lead from a vendor's audience" ], "interest": "HubSpot sells inbound-marketing software.", "safe_rephrasing": "HubSpot's 2009-2012 surveys of marketers reported roughly 60% lower cost per lead for inbound-dominated companies.", "sources": [ { "title": "HubSpot: Inbound leads cost 62% less (2011 report post)", "url": "https://blog.hubspot.com/blog/tabid/6307/bid/10172/inbound-leads-cost-62-less-than-outbound-new-data.aspx", "primary": true }, { "title": "ProfileTree: inbound statistics audit", "url": "https://profiletree.com/inbound-marketing-statistics/", "primary": false } ], "kind": "stat_check", "as_of": "2012 (Jan 2012 survey)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "companies-that-blog-55-percent-more-visitors", "slug": "companies-that-blog-55-percent-more-visitors", "url": "https://groundedkit.com/claims/companies-that-blog-55-percent-more-visitors/", "api_url": "https://groundedkit.com/api/claims/companies-that-blog-55-percent-more-visitors.json", "claim": "Companies that blog get 55% more website visitors", "commonly_cited_as": "\"Companies that blog get 55% more visitors, 97% more links, 434% more indexed pages\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "HubSpot", "title": "Analysis of HubSpot customers' websites (reported Aug 2009)", "year": "2009" }, "quote": "that's the average increase in visitors to small business websites as a result of blogging, according to the study.", "method": "Comparison of HubSpot small-business customers with and without blogs (correlation, not an experiment).", "drift": [ "Causality: a correlation among one vendor's customers quoted as an effect", "Date: 17 years old" ], "interest": "HubSpot sells blogging software.", "safe_rephrasing": "A 2009 HubSpot comparison of its small-business customers found those with blogs averaged 55% more visitors.", "sources": [ { "title": "Search Engine Watch: HubSpot blogging study (2009)", "url": "https://searchenginewatch.com/2009/08/24/blogs-increase-traffic-links-and-indexing-according-to-hubspot-study/", "primary": false } ], "kind": "stat_check", "as_of": "2009", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "video-landing-page-80-percent-conversions", "slug": "video-landing-page-80-percent-conversions", "url": "https://groundedkit.com/claims/video-landing-page-80-percent-conversions/", "api_url": "https://groundedkit.com/api/claims/video-landing-page-80-percent-conversions.json", "claim": "Video on a landing page increases conversions by 80%", "commonly_cited_as": "\"Adding video to a landing page increases conversion by 80%\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Attributed to an EyeView case study; no data published", "title": "No study found", "year": "c. 2013" }, "quote": "Videos do not boost your landing page conversion rates—and in some cases, might even harm them.", "method": "No published method for the 80% figure; Unbounce's own analysis of its landing-page data contradicts the blanket claim.", "drift": [ "Scope: one vendor case study turned into a universal rule" ], "interest": "EyeView sold video ads.", "safe_rephrasing": "Don't cite 80%. Unbounce's analysis of its landing-page data found video did not raise conversion rates on average.", "sources": [ { "title": "Unbounce: Video on landing pages (analysis)", "url": "https://unbounce.com/landing-pages/video-on-landing-pages-means-more-conversions-right-wrong-heres-why/", "primary": false } ], "kind": "stat_check", "as_of": "c. 2013", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "93-percent-online-experiences-begin-search", "slug": "93-percent-online-experiences-begin-search", "url": "https://groundedkit.com/claims/93-percent-online-experiences-begin-search/", "api_url": "https://groundedkit.com/api/claims/93-percent-online-experiences-begin-search.json", "claim": "93% of online experiences begin with a search engine", "commonly_cited_as": "\"93% of online experiences begin with a search engine\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Attributed to 'Forrester 2006' or imForza; no report found", "title": "No study found", "year": "2006 (claimed)" }, "quote": "A study by Forrester from 2006 found that 93% of all internet traffic comes from a search engine.", "method": "None. The citation names no report, and the claim mutates between 'experiences' and 'traffic'.", "drift": [ "Meaning shifts between 'experiences begin with' and 'traffic comes from'" ], "interest": "n/a", "safe_rephrasing": "Don't cite it; use current referral-traffic data with a named source.", "sources": [ { "title": "Daniel Bianchini: 10 stats to justify SEO (example of the attribution)", "url": "https://danielbianchini.co.uk/10-stats-to-justify-seo/", "primary": false } ], "kind": "stat_check", "as_of": "2006 (claimed)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "americans-check-phones-96-times-a-day", "slug": "americans-check-phones-96-times-a-day", "url": "https://groundedkit.com/claims/americans-check-phones-96-times-a-day/", "api_url": "https://groundedkit.com/api/claims/americans-check-phones-96-times-a-day.json", "claim": "Americans check their phones 96 times a day", "commonly_cited_as": "\"Americans check their phones 96 times a day\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Asurion", "title": "Americans Check Their Phones 96 Times a Day (press release)", "year": "2019" }, "quote": "Asurion-sponsored survey by Market Research Firm Solidea Solutions conducted August 18-20, 2019 of 1,998 U.S. smartphone users", "method": "Self-reported online survey of 1,998 US smartphone users, Aug 2019, sponsored by a phone-insurance company.", "drift": [ "Measurement: self-report quoted as measured behavior", "Date: 7 years old" ], "interest": "Asurion sells phone insurance and tech support.", "safe_rephrasing": "In a 2019 Asurion-sponsored survey, US smartphone users reported checking their phones about 96 times a day.", "sources": [ { "title": "Asurion press release (2019)", "url": "https://www.asurion.com/press-releases/americans-check-their-phones-96-times-a-day/", "primary": true } ], "kind": "stat_check", "as_of": "2019", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "cart-abandonment-rate-70-percent", "slug": "cart-abandonment-rate-70-percent", "url": "https://groundedkit.com/claims/cart-abandonment-rate-70-percent/", "api_url": "https://groundedkit.com/api/claims/cart-abandonment-rate-70-percent.json", "claim": "About 70% of online shopping carts are abandoned", "commonly_cited_as": "\"The average cart abandonment rate is 70%\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Baymard Institute", "title": "Cart Abandonment Rate Statistics (meta-average)", "year": "2026 (rolling)" }, "quote": "we've calculated the average cart abandonment rate of 70.22 %. This value is an average calculated based on 50 different studies", "method": "Average of 50 published studies of e-commerce cart abandonment; the older 70.19% figure averaged 49 studies.", "drift": [ "Precision: an average of mixed studies quoted to two decimals" ], "interest": "Baymard sells checkout-UX research.", "safe_rephrasing": "Baymard's average of 50 studies puts online cart abandonment at about 70%.", "sources": [ { "title": "Baymard: Cart abandonment rate statistics", "url": "https://baymard.com/lists/cart-abandonment-rate", "primary": true } ], "kind": "stat_check", "as_of": "2026 (rolling)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "first-google-result-31-7-percent-ctr", "slug": "first-google-result-31-7-percent-ctr", "url": "https://groundedkit.com/claims/first-google-result-31-7-percent-ctr/", "api_url": "https://groundedkit.com/api/claims/first-google-result-31-7-percent-ctr.json", "claim": "The #1 Google result gets 31.7% of clicks", "commonly_cited_as": "\"The top organic result gets 31.7% of clicks\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Backlinko and ClickFlow", "title": "Google CTR study (press release 27 Aug 2019)", "year": "2019" }, "quote": "The #1 result in Google's search results receives 31.7% of all clicks", "method": "Analysis of about 5 million Google search results (Search Console data) from 2019.", "drift": [ "Date: measured before Google's AI Overviews changed click patterns" ], "interest": "Backlinko sells SEO training; ClickFlow sells SEO software.", "safe_rephrasing": "A 2019 Backlinko/ClickFlow study of about 5 million results found the #1 organic result got 31.7% of clicks; newer studies report lower CTRs where AI Overviews appear.", "sources": [ { "title": "PR Newswire: Backlinko/ClickFlow CTR study (2019)", "url": "https://www.prnewswire.com/news-releases/the-1-result-in-google-gets-31-7-of-clicks-new-study-by-backlinko-and-clickflow-finds-300907922.html", "primary": true }, { "title": "SERPs.io: SEO statistics fact-check", "url": "https://serps.io/blog/seo-zombie-statistics-fact-check", "primary": false } ], "kind": "stat_check", "as_of": "2019", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "influencer-fraud-costs-1-3-billion", "slug": "influencer-fraud-costs-1-3-billion", "url": "https://groundedkit.com/claims/influencer-fraud-costs-1-3-billion/", "api_url": "https://groundedkit.com/api/claims/influencer-fraud-costs-1-3-billion.json", "claim": "Influencer fraud costs brands $1.3 billion a year", "commonly_cited_as": "\"Fake influencers cost brands $1.3 billion a year\" (as measured)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "CHEQ with University of Baltimore economist Roberto Cavazos", "title": "The Economic Cost of Bad Actors on the Internet: Fake Influencer Marketing", "year": "2019" }, "quote": "fake influencer marketing will cost advertisers $1.3 billion in 2019", "method": "Modeled estimate: an assumed 15% composite fraud rate applied to an estimated $8.5B global influencer spend (Mediakix figure).", "drift": [ "Type: a projection from an assumed rate quoted as a measured loss", "Date: 7 years old" ], "interest": "CHEQ sells ad-fraud prevention.", "safe_rephrasing": "A 2019 CHEQ-commissioned model estimated fake-influencer fraud at $1.3B, assuming 15% of $8.5B spend was lost.", "sources": [ { "title": "CHEQ report (2019, PDF)", "url": "https://info.cheq.ai/hubfs/Research/THE_ECONOMIC_COST_OF_BAD_ACTORS_Influencers.pdf", "primary": true } ], "kind": "stat_check", "as_of": "2019", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "80-percent-b2b-social-leads-linkedin", "slug": "80-percent-b2b-social-leads-linkedin", "url": "https://groundedkit.com/claims/80-percent-b2b-social-leads-linkedin/", "api_url": "https://groundedkit.com/api/claims/80-percent-b2b-social-leads-linkedin.json", "claim": "80% of B2B leads from social media come from LinkedIn", "commonly_cited_as": "\"80% of B2B social media leads come from LinkedIn\" (as current)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Oktopost", "title": "Analysis of 100,000+ posts (2014)", "year": "2014" }, "quote": "Oktopost found that more than 80% of B2B leads were generated through LinkedIn.", "method": "Oktopost analyzed 100,000+ posts by its own B2B customers on LinkedIn, Twitter, Facebook and Google+.", "drift": [ "Population: one tool's customers quoted as all B2B", "Date: 12 years old (includes Google+)" ], "interest": "Oktopost sells B2B social media software.", "safe_rephrasing": "In 2014, Oktopost's analysis of its customers' posts attributed over 80% of their social B2B leads to LinkedIn.", "sources": [ { "title": "Fronetics: LinkedIn generates more B2B leads (2014)", "url": "https://fronetics.com/linkedin-generates-b2b-leads-social-network/", "primary": false } ], "kind": "stat_check", "as_of": "2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "only-3-percent-of-market-buying-now", "slug": "only-3-percent-of-market-buying-now", "url": "https://groundedkit.com/claims/only-3-percent-of-market-buying-now/", "api_url": "https://groundedkit.com/api/claims/only-3-percent-of-market-buying-now.json", "claim": "Only 3% of your market is ready to buy right now", "commonly_cited_as": "\"Only 3% of buyers are actively buying\" (the Buyer's Pyramid)", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Chet Holmes (The Ultimate Sales Machine)", "title": "Show-of-hands polls at live events", "year": "2007 (book)" }, "quote": "Chet polled audiences by the thousands during his live events. He asked for a show of hands", "method": "Informal show-of-hands polls of seminar audiences; no dates, sample or data published.", "drift": [ "Type: a seminar heuristic quoted as market research" ], "interest": "Chet Holmes International sells sales training.", "safe_rephrasing": "The '3% buying now' figure is a rule of thumb from informal seminar polls, not a measured market statistic.", "sources": [ { "title": "Chet Holmes International: The Art of Attracting New Buyers", "url": "https://www.chetholmes.com/attracting-new-buyers/", "primary": true } ], "kind": "stat_check", "as_of": "2007 (book)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "90-percent-information-to-brain-visual", "slug": "90-percent-information-to-brain-visual", "url": "https://groundedkit.com/claims/90-percent-information-to-brain-visual/", "api_url": "https://groundedkit.com/api/claims/90-percent-information-to-brain-visual.json", "claim": "90% of information transmitted to the brain is visual", "commonly_cited_as": "\"90% of information transmitted to the brain is visual\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "high", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Eric Jensen, Brain-Based Learning (book)", "title": "No study cited", "year": "1996" }, "quote": "the author simply states the 90% figure and doesn't indicate which study or research it came from.", "method": "None.", "drift": [ "Attribution: a book assertion quoted as neuroscience" ], "interest": "n/a", "safe_rephrasing": "Don't cite it; no study supports a 90% figure.", "sources": [ { "title": "Effective Data Storytelling: Six visual myths", "url": "https://www.effectivedatastorytelling.com/post/six-visual-myths-that-wont-go-away-but-should", "primary": false } ], "kind": "stat_check", "as_of": "1996", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "users-read-20-percent-of-words", "slug": "users-read-20-percent-of-words", "url": "https://groundedkit.com/claims/users-read-20-percent-of-words/", "api_url": "https://groundedkit.com/api/claims/users-read-20-percent-of-words.json", "claim": "Users read only about 20% of the words on a web page", "commonly_cited_as": "\"People only read 20% of the text on a page\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Nielsen Norman Group (Jakob Nielsen)", "title": "How Little Do Users Read?", "year": "2008" }, "quote": "On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.", "method": "Calculation from page-view logs of a small group of experienced users (Weinreich et al., ACM Transactions on the Web); average page 593 words.", "drift": [ "Date: 2008 desktop-era data", "Type: an upper-bound estimate from time on page, not eye-tracking of reading" ], "interest": "NN/g sells UX training.", "safe_rephrasing": "NN/g estimated in 2008 that users have time to read at most 28% of a page's words, about 20% in practice.", "sources": [ { "title": "NN/g: How Little Do Users Read? (2008)", "url": "https://www.nngroup.com/articles/how-little-do-users-read/", "primary": true } ], "kind": "stat_check", "as_of": "2008", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "super-bowl-ad-cost-8-million", "slug": "super-bowl-ad-cost-8-million", "url": "https://groundedkit.com/claims/super-bowl-ad-cost-8-million/", "api_url": "https://groundedkit.com/api/claims/super-bowl-ad-cost-8-million.json", "claim": "A 30-second Super Bowl ad costs about $8 million", "commonly_cited_as": "\"A Super Bowl spot costs $8 million\" (2026)", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "NBCUniversal (as reported by Sports Business Journal)", "title": "Super Bowl LX ad sales", "year": "2026" }, "quote": "the average 30-second linear spot fetching an $8 million price.", "method": "Network-reported average price for Super Bowl LX (Feb 2026); some late spots reportedly sold for more.", "drift": [ "Year-specific: the price changes every year" ], "interest": "n/a", "safe_rephrasing": "NBCUniversal's average price for a 30-second Super Bowl LX spot (2026) was about $8 million.", "sources": [ { "title": "Sports Business Journal (Jan 2026)", "url": "https://www.sportsbusinessjournal.com/Articles/2026/01/14/why-advertisers-are-moving-beyond-the-8-million-super-bowl-spot-in-the-streaming-era/", "primary": false } ], "kind": "stat_check", "as_of": "2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "repeat-customers-spend-67-percent-more", "slug": "repeat-customers-spend-67-percent-more", "url": "https://groundedkit.com/claims/repeat-customers-spend-67-percent-more/", "api_url": "https://groundedkit.com/api/claims/repeat-customers-spend-67-percent-more.json", "claim": "Repeat customers spend 67% more than new customers", "commonly_cited_as": "\"Bain: repeat customers spend 67% more than new ones\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Bain & Company with Mainspring", "title": "The Value of Online Customer Loyalty and How You Can Capture It", "year": "c. 2000" }, "quote": "In apparel, the average repeat customer spent 67 percent more in months 31-36 of his or her shopping relationship than in months zero-to-six.", "method": "Simulation/analysis of online shoppers in a few categories around 2000.", "drift": [ "Comparison: the same customer over time became 'repeat vs new customers'", "Scope: online apparel only", "Date: ~26 years old" ], "interest": "Bain sells loyalty consulting.", "safe_rephrasing": "Bain's ~2000 study found online apparel customers spent 67% more in months 31-36 of the relationship than in their first six months.", "sources": [ { "title": "Bain & Company (PDF)", "url": "https://media.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf", "primary": true } ], "kind": "stat_check", "as_of": "c. 2000", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "influencer-marketing-industry-32-billion-2025", "slug": "influencer-marketing-industry-32-billion-2025", "url": "https://groundedkit.com/claims/influencer-marketing-industry-32-billion-2025/", "api_url": "https://groundedkit.com/api/claims/influencer-marketing-industry-32-billion-2025.json", "claim": "The influencer marketing industry is worth about $32.55 billion (2025)", "commonly_cited_as": "\"Influencer marketing is a $32.55B industry\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Influencer Marketing Hub", "title": "Influencer Marketing Statistics / Benchmark Report", "year": "2025" }, "quote": "The global influencer marketing industry reached an estimated $32.55 billion in 2025", "method": "Publisher's own estimate; method for the market size is not detailed on the page.", "drift": [ "Scope: global estimate often quoted as US", "Type: a vendor estimate quoted as a census" ], "interest": "Publisher is a media and review site for influencer platforms.", "safe_rephrasing": "Influencer Marketing Hub estimates the global influencer marketing industry at $32.55B in 2025.", "sources": [ { "title": "Influencer Marketing Hub: statistics", "url": "https://influencermarketinghub.com/influencer-marketing-statistics/", "primary": true } ], "kind": "stat_check", "as_of": "2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-us-adults-youtube-84-percent", "slug": "pew-us-adults-youtube-84-percent", "url": "https://groundedkit.com/claims/pew-us-adults-youtube-84-percent/", "api_url": "https://groundedkit.com/api/claims/pew-us-adults-youtube-84-percent.json", "claim": "84% of U.S. adults use YouTube (Pew, 2025)", "commonly_cited_as": "\"What percent / share of Americans use YouTube?\" / \"How many US adults use YouTube?\" / \"84% of US adults use YouTube\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "The vast majority of U.S. adults (84%) say they ever use YouTube.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None — 'ever use' is not the same as daily or monthly active use; about half visit YouTube daily (separate Feb.–March 2025 survey)" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In Pew Research Center's 2025 survey, 84% of U.S. adults said they ever use YouTube, the most of any platform asked about.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true }, { "title": "Pew Research Center — Social Media Fact Sheet (Nov. 20, 2025)", "url": "https://www.pewresearch.org/internet/fact-sheet/social-media/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb.–June 2025; published Nov. 20, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-us-adults-facebook-71-percent", "slug": "pew-us-adults-facebook-71-percent", "url": "https://groundedkit.com/claims/pew-us-adults-facebook-71-percent/", "api_url": "https://groundedkit.com/api/claims/pew-us-adults-facebook-71-percent.json", "claim": "71% of U.S. adults use Facebook (Pew, 2025)", "commonly_cited_as": "\"What percent / share of Americans use Facebook?\" / \"How many US adults use Facebook?\" / \"71% of US adults are on Facebook\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "Most Americans (71%) also report using Facebook.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None — 'ever use', not daily use; 37% say they visit Facebook several times a day (separate Feb.–March 2025 survey)" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In Pew Research Center's 2025 survey, 71% of U.S. adults said they use Facebook; its share has been roughly stable for years.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true }, { "title": "Pew Research Center — Social Media Fact Sheet (Nov. 20, 2025)", "url": "https://www.pewresearch.org/internet/fact-sheet/social-media/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb.–June 2025; published Nov. 20, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-us-adults-instagram-50-percent", "slug": "pew-us-adults-instagram-50-percent", "url": "https://groundedkit.com/claims/pew-us-adults-instagram-50-percent/", "api_url": "https://groundedkit.com/api/claims/pew-us-adults-instagram-50-percent.json", "claim": "Half of U.S. adults use Instagram (Pew, 2025)", "commonly_cited_as": "\"What percent / share of Americans use Instagram?\" / \"How many US adults use Instagram?\" / \"50% of US adults use Instagram\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "Half of adults say they use Instagram, making it the only other platform in our survey used by at least 50% of Americans.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None — use is much higher among adults under 30 (80%) than 65+ (19%)" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In Pew Research Center's 2025 survey, half of U.S. adults said they use Instagram, up from 40% in 2021.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true }, { "title": "Pew Research Center — Social Media Fact Sheet (Nov. 20, 2025)", "url": "https://www.pewresearch.org/internet/fact-sheet/social-media/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb.–June 2025; published Nov. 20, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-us-adults-tiktok-37-percent", "slug": "pew-us-adults-tiktok-37-percent", "url": "https://groundedkit.com/claims/pew-us-adults-tiktok-37-percent/", "api_url": "https://groundedkit.com/api/claims/pew-us-adults-tiktok-37-percent.json", "claim": "37% of U.S. adults use TikTok (Pew, 2025)", "commonly_cited_as": "\"What percent / share of Americans use TikTok?\" / \"How many US adults use TikTok?\" / \"37% of US adults use TikTok\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "TikTok: 37% of U.S. adults report using the platform, which is slightly up from last year and up from 21% in 2021.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None — 'ever use'; 24% of U.S. adults say they are daily TikTok users (separate Feb.–March 2025 survey)" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In Pew Research Center's 2025 survey, 37% of U.S. adults said they use TikTok (63% of adults 18–29), up from 21% in 2021.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true }, { "title": "Pew Research Center — Social Media Fact Sheet (Nov. 20, 2025)", "url": "https://www.pewresearch.org/internet/fact-sheet/social-media/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb.–June 2025; published Nov. 20, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-us-adults-reddit-26-whatsapp-32-percent", "slug": "pew-us-adults-reddit-26-whatsapp-32-percent", "url": "https://groundedkit.com/claims/pew-us-adults-reddit-26-whatsapp-32-percent/", "api_url": "https://groundedkit.com/api/claims/pew-us-adults-reddit-26-whatsapp-32-percent.json", "claim": "26% of U.S. adults use Reddit and 32% use WhatsApp (Pew, 2025)", "commonly_cited_as": "\"What percent / share of Americans use Reddit or WhatsApp?\" / \"How many US adults use Reddit?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "About a third say they use WhatsApp, up from 23% in 2021. And 26% today report using Reddit, compared with 18% four years ago.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None — Reddit use skews young, male and college-educated (48% of adults 18–29)" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "Pew Research Center's 2025 survey found 26% of U.S. adults use Reddit and about a third (32%) use WhatsApp, both up since 2021.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true }, { "title": "Pew Research Center — Social Media Fact Sheet (Nov. 20, 2025)", "url": "https://www.pewresearch.org/internet/fact-sheet/social-media/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb.–June 2025; published Nov. 20, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-tiktok-daily-use-24-percent", "slug": "pew-tiktok-daily-use-24-percent", "url": "https://groundedkit.com/claims/pew-tiktok-daily-use-24-percent/", "api_url": "https://groundedkit.com/api/claims/pew-tiktok-daily-use-24-percent.json", "claim": "About a quarter (24%) of Americans are daily TikTok users; about half visit Facebook and YouTube every day (Pew, 2025)", "commonly_cited_as": "\"Daily TikTok users in the US\" / \"Half of Americans visit YouTube daily\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Americans' Social Media Use 2025 (Nov. 20, 2025)", "year": "2025" }, "quote": "About half of U.S. adults say they visit each of these platforms at least once a day. This includes 37% who visit Facebook several times a day, and 33% who say the same of YouTube. About a quarter (24%) say they are daily users of TikTok. Fewer (10%) report daily use of X.", "method": "Separate Pew survey of 5,123 U.S. adults conducted Feb. 24–March 2, 2025.", "drift": [ "None — daily-use shares come from a different survey than the 'ever use' shares" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In a 2025 Pew Research Center survey, about half of U.S. adults said they visit Facebook and YouTube daily, 24% use TikTok daily and 10% use X daily.", "sources": [ { "title": "Pew Research Center — Americans' Social Media Use 2025", "url": "https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Frequency survey fielded Feb. 24–March 2, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-teens-youtube-tiktok-instagram-2025", "slug": "pew-teens-youtube-tiktok-instagram-2025", "url": "https://groundedkit.com/claims/pew-teens-youtube-tiktok-instagram-2025/", "api_url": "https://groundedkit.com/api/claims/pew-teens-youtube-tiktok-instagram-2025.json", "claim": "About nine in ten U.S. teens use YouTube; about six in ten use TikTok and Instagram (Pew, 2025)", "commonly_cited_as": "\"What social media do teens use?\" / \"90% of teens use YouTube\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Teens, Social Media and AI Chatbots 2025 (Dec. 9, 2025)", "year": "2025" }, "quote": "YouTube stands out for being used by nearly all teens. Roughly nine-in-ten report ever using it. Teens widely use three other platforms: About six-in-ten or more say they use TikTok and Instagram. A somewhat smaller share say they go on Snapchat (55%). Fewer use Facebook (31%) and WhatsApp (24%).", "method": "Pew Research Center survey of 1,458 U.S. teens ages 13 to 17.", "drift": [ "None — U.S. teens 13–17 only" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "Pew Research Center's 2025 teen survey found roughly nine in ten U.S. teens (13–17) use YouTube, about six in ten use TikTok and Instagram, 55% Snapchat and 31% Facebook.", "sources": [ { "title": "Pew Research Center — Teens, Social Media and AI Chatbots 2025", "url": "https://www.pewresearch.org/internet/2025/12/09/teens-social-media-and-ai-chatbots-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Published Dec. 9, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-teens-almost-constantly-tiktok-youtube", "slug": "pew-teens-almost-constantly-tiktok-youtube", "url": "https://groundedkit.com/claims/pew-teens-almost-constantly-tiktok-youtube/", "api_url": "https://groundedkit.com/api/claims/pew-teens-almost-constantly-tiktok-youtube.json", "claim": "About one in five U.S. teens say they are on TikTok and YouTube 'almost constantly' (Pew, 2025)", "commonly_cited_as": "\"Teens are on social media almost constantly\" / \"1 in 5 teens on TikTok almost constantly\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Teens, Social Media and AI Chatbots 2025 (Dec. 9, 2025)", "year": "2025" }, "quote": "About one-in-five teens say this of TikTok and YouTube. Fewer describe their use of Instagram and Snapchat as almost constant (12% for each). And just 3% say this of Facebook. Across these five platforms, 36% of teens use at least one of these sites almost constantly.", "method": "Pew Research Center survey of 1,458 U.S. teens ages 13 to 17; 'almost constantly' is self-reported.", "drift": [ "None — self-reported frequency, U.S. teens 13–17; the TikTok share was 21%, up from 16%" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In Pew Research Center's 2025 survey, about one in five U.S. teens said they use TikTok (21%) and YouTube almost constantly, and 36% said so of at least one of five major platforms.", "sources": [ { "title": "Pew Research Center — Teens, Social Media and AI Chatbots 2025", "url": "https://www.pewresearch.org/internet/2025/12/09/teens-social-media-and-ai-chatbots-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Published Dec. 9, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-smartphone-ownership-91-percent", "slug": "pew-smartphone-ownership-91-percent", "url": "https://groundedkit.com/claims/pew-smartphone-ownership-91-percent/", "api_url": "https://groundedkit.com/api/claims/pew-smartphone-ownership-91-percent.json", "claim": "91% of U.S. adults own a smartphone (Pew, 2025)", "commonly_cited_as": "\"What percent of Americans own a smartphone?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Mobile Fact Sheet", "year": "2025" }, "quote": "The vast majority of Americans – 98% – now own a cellphone of some kind. About nine-in-ten (91%) own a smartphone, up from just 35% in the Center's first survey of smartphone ownership conducted in 2011.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "Pew Research Center's 2025 survey found 91% of U.S. adults own a smartphone and 98% own some kind of cellphone.", "sources": [ { "title": "Pew Research Center — Mobile Fact Sheet", "url": "https://www.pewresearch.org/internet/fact-sheet/mobile/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb. 5–June 18, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-internet-use-96-percent", "slug": "pew-internet-use-96-percent", "url": "https://groundedkit.com/claims/pew-internet-use-96-percent/", "api_url": "https://groundedkit.com/api/claims/pew-internet-use-96-percent.json", "claim": "96% of U.S. adults use the internet (Pew, 2025)", "commonly_cited_as": "\"What percent of Americans use the internet?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Internet, Broadband Fact Sheet", "year": "2025" }, "quote": "Today, 96% of U.S. adults say they use the internet.", "method": "Pew Research Center NPORS survey of 5,022 U.S. adults, Feb. 5–June 18, 2025; address-based sample, web/mail/phone, weighted to the U.S. adult population.", "drift": [ "None" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "Pew Research Center's 2025 survey found 96% of U.S. adults say they use the internet.", "sources": [ { "title": "Pew Research Center — Internet, Broadband Fact Sheet", "url": "https://www.pewresearch.org/internet/fact-sheet/internet-broadband/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Feb. 5–June 18, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-chatgpt-used-by-34-percent-us-adults", "slug": "pew-chatgpt-used-by-34-percent-us-adults", "url": "https://groundedkit.com/claims/pew-chatgpt-used-by-34-percent-us-adults/", "api_url": "https://groundedkit.com/api/claims/pew-chatgpt-used-by-34-percent-us-adults.json", "claim": "34% of U.S. adults have used ChatGPT (Pew, 2025)", "commonly_cited_as": "\"What share of Americans use ChatGPT?\" / \"a third of Americans have used ChatGPT\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "34% of U.S. adults have used ChatGPT, about double the share in 2023 (June 25, 2025)", "year": "2025" }, "quote": "Today, 34% of U.S. adults say they have ever used ChatGPT, according to a Pew Research Center survey. That includes a 58% majority of adults under 30.", "method": "Pew Research Center American Trends Panel survey of U.S. adults (see the linked methodology).", "drift": [ "None — 'ever used', not weekly or daily use; AI adoption moves fast, so check for a newer Pew figure" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "As of a Pew Research Center survey published in June 2025, 34% of U.S. adults said they had ever used ChatGPT, including 58% of adults under 30.", "sources": [ { "title": "Pew Research Center — 34% of U.S. adults have used ChatGPT", "url": "https://www.pewresearch.org/short-reads/2025/06/25/34-of-us-adults-have-used-chatgpt-about-double-the-share-in-2023/", "primary": true } ], "kind": "reference_fact", "as_of": "Published June 25, 2025 (newer surveys may show higher use)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-ai-summary-clicks-8-vs-15-percent", "slug": "pew-ai-summary-clicks-8-vs-15-percent", "url": "https://groundedkit.com/claims/pew-ai-summary-clicks-8-vs-15-percent/", "api_url": "https://groundedkit.com/api/claims/pew-ai-summary-clicks-8-vs-15-percent.json", "claim": "Google users clicked a result link on 8% of visits with an AI summary vs 15% without (Pew, 2025)", "commonly_cited_as": "\"AI Overviews cut clicks in half\" / \"Pew: people click less when Google shows an AI summary\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Google users are less likely to click on links when an AI summary appears in the results (July 22, 2025)", "year": "2025" }, "quote": "Users who encountered an AI summary clicked on a traditional search result link in 8% of all visits. Those who did not encounter an AI summary clicked on a search result nearly twice as often (15% of visits).", "method": "Browsing data from 900 U.S. adults who agreed to share their online activity, March 2025.", "drift": [ "None — observational comparison of visits, not a controlled experiment; links inside the summary were clicked on 1% of visits" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "Pew Research Center's analysis of 900 U.S. adults' browsing in March 2025 found Google users clicked a traditional result on 8% of visits that showed an AI summary, versus 15% of visits without one.", "sources": [ { "title": "Pew Research Center — Google users are less likely to click on links when an AI summary appears", "url": "https://www.pewresearch.org/internet/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/", "primary": true } ], "kind": "reference_fact", "as_of": "Browsing data from March 2025; published July 22, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "pew-news-on-social-facebook-38-tiktok-20", "slug": "pew-news-on-social-facebook-38-tiktok-20", "url": "https://groundedkit.com/claims/pew-news-on-social-facebook-38-tiktok-20/", "api_url": "https://groundedkit.com/api/claims/pew-news-on-social-facebook-38-tiktok-20.json", "claim": "38% of U.S. adults regularly get news on Facebook, 35% on YouTube and 20% on TikTok (Pew, 2025)", "commonly_cited_as": "\"How many Americans get news from TikTok?\" / \"20% of Americans get news on TikTok\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Pew Research Center", "title": "Social Media and News Fact Sheet", "year": "2025" }, "quote": "38% of U.S. adults say they regularly get news on Facebook, and 35% say the same about YouTube. Smaller shares of Americans regularly get news on Instagram (20%), TikTok (20%) or X, formerly known as Twitter (12%).", "method": "Pew Research Center survey of U.S. adults conducted Aug. 18–24, 2025.", "drift": [ "None — 'regularly get news', self-reported" ], "interest": "n/a (nonpartisan research center funded mainly by The Pew Charitable Trusts).", "safe_rephrasing": "In an August 2025 Pew Research Center survey, 38% of U.S. adults said they regularly get news on Facebook, 35% on YouTube, and 20% each on Instagram and TikTok.", "sources": [ { "title": "Pew Research Center — Social Media and News Fact Sheet", "url": "https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Aug. 18–24, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "census-ecommerce-17-1-percent-retail-q2-2026", "slug": "census-ecommerce-17-1-percent-retail-q2-2026", "url": "https://groundedkit.com/claims/census-ecommerce-17-1-percent-retail-q2-2026/", "api_url": "https://groundedkit.com/api/claims/census-ecommerce-17-1-percent-retail-q2-2026.json", "claim": "E-commerce was 17.1% of U.S. retail sales in Q2 2026 (Census Bureau)", "commonly_cited_as": "\"What share of US retail is ecommerce?\" / \"Ecommerce is 20% of retail sales\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "U.S. Census Bureau", "title": "Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (CB26-133, Aug. 18, 2026)", "year": "2026" }, "quote": "the estimate of U.S. retail e-commerce sales for the second quarter of 2026, adjusted for seasonal variation, but not for price changes, was $340.2 billion ... E-commerce sales in the second quarter of 2026 accounted for 17.1 percent of total sales.", "method": "Monthly Retail Trade Survey: probability sample of about 10,800 retail firms (excluding food services) weighted to the universe of 2M+ retail firms; employer businesses only.", "drift": [ "None — check the quarter: the share is seasonally adjusted (not adjusted Q4 2025 was 18.3%); the Census page notes revisions published after Sept. 28, 2026" ], "interest": "n/a (federal statistical agency).", "safe_rephrasing": "The U.S. Census Bureau estimated e-commerce at $340.2 billion, or 17.1% of total retail sales, in Q2 2026 (seasonally adjusted, preliminary).", "sources": [ { "title": "U.S. Census Bureau — Quarterly Retail E-Commerce Sales report (PDF)", "url": "https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf", "primary": true }, { "title": "U.S. Census Bureau — Quarterly Retail E-Commerce Sales page", "url": "https://www.census.gov/retail/ecommerce.html", "primary": true } ], "kind": "reference_fact", "as_of": "Q2 2026, seasonally adjusted, preliminary; released Aug. 18, 2026 (check census.gov for the next quarterly release)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "iab-us-digital-ad-revenue-294-6-billion-2025", "slug": "iab-us-digital-ad-revenue-294-6-billion-2025", "url": "https://groundedkit.com/claims/iab-us-digital-ad-revenue-294-6-billion-2025/", "api_url": "https://groundedkit.com/api/claims/iab-us-digital-ad-revenue-294-6-billion-2025.json", "claim": "U.S. digital (internet) ad revenue was $294.6B in 2025, up 13.9% (IAB/PwC)", "commonly_cited_as": "\"How big is US digital advertising?\" / \"US digital ad spend hit nearly $300 billion\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "IAB / PwC", "title": "Internet Advertising Revenue Report: Full Year 2025 (April 2026)", "year": "2026 (2025 data)" }, "quote": "U.S. digital advertising revenues, which rose 13.9% year over year (YoY) in 2025 to a record $294.6 billion.", "method": "Compiled by PwC from revenue data reported directly by companies selling internet advertising plus public corporate data; PwC does not audit the figures. U.S. only.", "drift": [ "None — revenue reported by sellers, not audited; U.S. only" ], "interest": "IAB is the trade body of companies that sell digital advertising.", "safe_rephrasing": "IAB/PwC's report put U.S. internet advertising revenue at a record $294.6 billion in 2025, up 13.9% from 2024.", "sources": [ { "title": "IAB/PwC Internet Advertising Revenue Report FY2025 (PDF)", "url": "https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf", "primary": true }, { "title": "IAB — report page", "url": "https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Full-year 2025; published April 16, 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "iab-social-ad-revenue-117-7-billion-search-114-2-2025", "slug": "iab-social-ad-revenue-117-7-billion-search-114-2-2025", "url": "https://groundedkit.com/claims/iab-social-ad-revenue-117-7-billion-search-114-2-2025/", "api_url": "https://groundedkit.com/api/claims/iab-social-ad-revenue-117-7-billion-search-114-2-2025.json", "claim": "U.S. social media ad revenue was $117.7B in 2025, and search was $114.2B (IAB/PwC)", "commonly_cited_as": "\"How much is spent on social media advertising in the US?\" / \"Social ads overtook search\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "IAB / PwC", "title": "Internet Advertising Revenue Report: Full Year 2025 (April 2026)", "year": "2026 (2025 data)" }, "quote": "Social media advertising revenues reached $117.7 billion in 2025, increasing $29.0 billion year over year (32.6%) ... Search revenues grew by $11.4 billion to $114.2 billion in 2025", "method": "Compiled by PwC from revenue data reported directly by companies selling internet advertising plus public corporate data; PwC does not audit the figures. U.S. only.", "drift": [ "Comparison: 'social' is a platform category and 'search' an ad format in the report, so they can overlap; treat 'social overtook search' as approximate" ], "interest": "IAB is the trade body of companies that sell digital advertising.", "safe_rephrasing": "IAB/PwC reported U.S. social media ad revenue of $117.7 billion (+32.6%) and search ad revenue of $114.2 billion (+11.0%) in 2025.", "sources": [ { "title": "IAB/PwC Internet Advertising Revenue Report FY2025 (PDF)", "url": "https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf", "primary": true }, { "title": "IAB — report page", "url": "https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Full-year 2025; published April 16, 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "iab-podcast-ad-revenue-2-9-billion-2025", "slug": "iab-podcast-ad-revenue-2-9-billion-2025", "url": "https://groundedkit.com/claims/iab-podcast-ad-revenue-2-9-billion-2025/", "api_url": "https://groundedkit.com/api/claims/iab-podcast-ad-revenue-2-9-billion-2025.json", "claim": "U.S. podcast ad revenue was $2.9B in 2025, up 17.6% (IAB/PwC)", "commonly_cited_as": "\"How big is podcast advertising?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "IAB / PwC", "title": "Internet Advertising Revenue Report: Full Year 2025 (April 2026)", "year": "2026 (2025 data)" }, "quote": "Podcast advertising revenues grew 17.6% YoY, to a total revenue of $2.9 billion.", "method": "Compiled by PwC from revenue data reported directly by companies selling internet advertising plus public corporate data; PwC does not audit the figures. U.S. only.", "drift": [ "None — the report uses the traditional audio-based podcast definition; video podcasts may be counted elsewhere" ], "interest": "IAB is the trade body of companies that sell digital advertising.", "safe_rephrasing": "IAB/PwC reported U.S. podcast advertising revenue of $2.9 billion in 2025, up 17.6% year over year (audio-based definition).", "sources": [ { "title": "IAB/PwC Internet Advertising Revenue Report FY2025 (PDF)", "url": "https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf", "primary": true }, { "title": "IAB — report page", "url": "https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2025/", "primary": true } ], "kind": "reference_fact", "as_of": "Full-year 2025; published April 16, 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-civil-penalty-53088-per-violation-2026", "slug": "ftc-civil-penalty-53088-per-violation-2026", "url": "https://groundedkit.com/claims/ftc-civil-penalty-53088-per-violation-2026/", "api_url": "https://groundedkit.com/api/claims/ftc-civil-penalty-53088-per-violation-2026.json", "claim": "The FTC's maximum civil penalty is $53,088 per violation, unchanged for 2026", "commonly_cited_as": "\"FTC fines can be up to $53,088 per violation\" / \"What is the FTC penalty per violation?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "16 CFR 1.98 (Adjustment of civil monetary penalty amounts) and Federal Register notice 2026-18853 (Sept. 15, 2026)", "year": "2025 (amount); 2026 (no-change notice)" }, "quote": "Section 5(m)(1)(A) of the FTC Act, 15 U.S.C. 45(m)(1)(A)—$53,088 ... the Federal Trade Commission (\"FTC\")'s civil penalty amounts will remain unchanged during 2026. The FTC will continue to apply the 2025 civil penalty levels.", "method": "Regulation text (eCFR) and the FTC's Federal Register notice; the 2026 inflation adjustment was cancelled because October 2025 CPI-U data was not produced.", "drift": [ "Date: older articles quote earlier, lower inflation-adjusted maximums; it is a per-violation maximum, not a typical fine" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "Violations of FTC rules or orders can carry civil penalties of up to $53,088 per violation; the FTC kept that 2025 maximum in place for 2026.", "sources": [ { "title": "eCFR — 16 CFR 1.98", "url": "https://www.ecfr.gov/current/title-16/chapter-I/subchapter-A/part-1/subpart-L/section-1.98", "primary": true }, { "title": "Federal Register (govinfo) — FTC Civil Penalty Inflation Adjustments, Sept. 15, 2026", "url": "https://www.govinfo.gov/content/pkg/FR-2026-09-15/html/2026-18853.htm", "primary": true } ], "kind": "reference_fact", "as_of": "Amount applies to penalties assessed after Jan. 17, 2025; FTC said on Sept. 15, 2026 it will keep 2025 levels for 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "can-spam-penalty-53088-per-email", "slug": "can-spam-penalty-53088-per-email", "url": "https://groundedkit.com/claims/can-spam-penalty-53088-per-email/", "api_url": "https://groundedkit.com/api/claims/can-spam-penalty-53088-per-email.json", "claim": "Each email that violates CAN-SPAM can cost up to $53,088 in penalties", "commonly_cited_as": "\"CAN-SPAM fines per email\" / \"What is the penalty for violating CAN-SPAM?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "CAN-SPAM Act: A Compliance Guide for Business", "year": "2023 (guide); amount current for 2026" }, "quote": "Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $53,088, so non-compliance can be costly.", "method": "FTC business guidance; amount matches 16 CFR 1.98.", "drift": [ "Date: older posts quote earlier, lower inflation-adjusted amounts" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "Under the FTC's CAN-SPAM guidance, each separate non-compliant commercial email can draw penalties of up to $53,088.", "sources": [ { "title": "FTC — CAN-SPAM Act: A Compliance Guide for Business", "url": "https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business", "primary": true }, { "title": "eCFR — 16 CFR 1.98", "url": "https://www.ecfr.gov/current/title-16/chapter-I/subchapter-A/part-1/subpart-L/section-1.98", "primary": true } ], "kind": "reference_fact", "as_of": "Guide page shows $53,088; FTC kept 2025 penalty levels for 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "can-spam-applies-to-b2b-email", "slug": "can-spam-applies-to-b2b-email", "url": "https://groundedkit.com/claims/can-spam-applies-to-b2b-email/", "api_url": "https://groundedkit.com/api/claims/can-spam-applies-to-b2b-email.json", "claim": "CAN-SPAM applies to B2B email too, not only bulk email to consumers", "commonly_cited_as": "\"CAN-SPAM doesn't apply to B2B email\" (false)", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "CAN-SPAM Act: A Compliance Guide for Business", "year": "2023" }, "quote": "Despite its name, the CAN-SPAM Act doesn't apply just to bulk email. It covers all commercial messages ... The law makes no exception for business-to-business email.", "method": "FTC business guidance.", "drift": [ "None" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "The FTC says CAN-SPAM covers all commercial email, including business-to-business messages.", "sources": [ { "title": "FTC — CAN-SPAM Act: A Compliance Guide for Business", "url": "https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business", "primary": true } ], "kind": "reference_fact", "as_of": "FTC guide (Aug. 2023, edited Jan. 2024)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "can-spam-opt-out-10-business-days", "slug": "can-spam-opt-out-10-business-days", "url": "https://groundedkit.com/claims/can-spam-opt-out-10-business-days/", "api_url": "https://groundedkit.com/api/claims/can-spam-opt-out-10-business-days.json", "claim": "Under CAN-SPAM you must honor an opt-out within 10 business days", "commonly_cited_as": "\"How fast must I process unsubscribes?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "CAN-SPAM Act: A Compliance Guide for Business", "year": "2023" }, "quote": "Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient's opt-out request within 10 business days.", "method": "FTC business guidance.", "drift": [ "None — other rules (e.g. mailbox-provider bulk-sender requirements) may demand faster processing" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "The FTC's CAN-SPAM guide says opt-outs must work for at least 30 days after sending and must be honored within 10 business days.", "sources": [ { "title": "FTC — CAN-SPAM Act: A Compliance Guide for Business", "url": "https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business", "primary": true } ], "kind": "reference_fact", "as_of": "FTC guide (Aug. 2023, edited Jan. 2024)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-disclosure-in-bio-not-enough", "slug": "ftc-disclosure-in-bio-not-enough", "url": "https://groundedkit.com/claims/ftc-disclosure-in-bio-not-enough/", "api_url": "https://groundedkit.com/api/claims/ftc-disclosure-in-bio-not-enough.json", "claim": "An influencer disclosure only in the bio or profile page is not enough for the FTC", "commonly_cited_as": "\"Putting #ad / 'partner' in your bio covers all your posts\" (false)", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "Guides Concerning Use of Endorsements and Testimonials in Advertising (16 CFR Part 255, revised July 26, 2023); Disclosures 101 for Social Media Influencers", "year": "2023" }, "quote": "An influencer who is paid to endorse a vitamin product in their social media posts discloses their connection to the product's manufacturer only on the profile pages of their social media accounts. The disclosure is not clear and conspicuous because people seeing their paid posts could easily miss the disclosure.", "method": "Regulatory guidance (16 CFR 255.5 example) plus FTC staff brochure.", "drift": [ "None" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "The FTC's Endorsement Guides say a paid influencer who discloses only on a profile page has not made a clear and conspicuous disclosure; put it in the post itself.", "sources": [ { "title": "eCFR — 16 CFR Part 255 (Endorsement Guides)", "url": "https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255", "primary": true }, { "title": "FTC — Disclosures 101 for Social Media Influencers", "url": "https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers", "primary": true } ], "kind": "reference_fact", "as_of": "Endorsement Guides as revised July 26, 2023 (88 FR 48102)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-free-products-are-material-connection", "slug": "ftc-free-products-are-material-connection", "url": "https://groundedkit.com/claims/ftc-free-products-are-material-connection/", "api_url": "https://groundedkit.com/api/claims/ftc-free-products-are-material-connection.json", "claim": "Free or discounted products count as a 'material connection' that influencers must disclose", "commonly_cited_as": "\"You only need to disclose if you were paid\" (false)", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "Disclosures 101 for Social Media Influencers (Nov. 2019)", "year": "2019" }, "quote": "A \"material connection\" to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services. ... make a disclosure even if you weren't asked to mention that product.", "method": "FTC staff guidance brochure.", "drift": [ "None" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "FTC guidance says free or discounted products, payment, employment and family ties are all material connections an influencer should disclose.", "sources": [ { "title": "FTC — Disclosures 101 for Social Media Influencers", "url": "https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers", "primary": true } ], "kind": "reference_fact", "as_of": "FTC staff brochure (Nov. 2019), consistent with the 2023 Endorsement Guides", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-sp-spon-collab-not-clear-disclosures", "slug": "ftc-sp-spon-collab-not-clear-disclosures", "url": "https://groundedkit.com/claims/ftc-sp-spon-collab-not-clear-disclosures/", "api_url": "https://groundedkit.com/api/claims/ftc-sp-spon-collab-not-clear-disclosures.json", "claim": "The FTC says 'sp', 'spon' and 'collab' are not clear disclosures; '#ad', 'ad' or 'sponsored' are", "commonly_cited_as": "\"#sp or #collab is enough to disclose a paid post\" (false)", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "Disclosures 101 for Social Media Influencers (Nov. 2019)", "year": "2019" }, "quote": "So are terms like \"advertisement,\" \"ad,\" and \"sponsored.\" ... Don't use vague or confusing terms like \"sp,\" \"spon,\" or \"collab,\" or stand-alone terms like \"thanks\" or \"ambassador,\"", "method": "FTC staff guidance brochure.", "drift": [ "None — also: don't bury the disclosure in a group of hashtags or behind 'more'" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "FTC staff guidance says to use clear words like 'ad', 'advertisement' or 'sponsored' with the post, and to avoid vague tags such as 'sp', 'spon' or 'collab'.", "sources": [ { "title": "FTC — Disclosures 101 for Social Media Influencers", "url": "https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers", "primary": true } ], "kind": "reference_fact", "as_of": "FTC staff brochure (Nov. 2019)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-platform-paid-partnership-tool-may-not-be-enough", "slug": "ftc-platform-paid-partnership-tool-may-not-be-enough", "url": "https://groundedkit.com/claims/ftc-platform-paid-partnership-tool-may-not-be-enough/", "api_url": "https://groundedkit.com/api/claims/ftc-platform-paid-partnership-tool-may-not-be-enough.json", "claim": "Relying only on a platform's built-in 'paid partnership' tool may not satisfy the FTC", "commonly_cited_as": "\"If I use Instagram's paid partnership label I'm compliant\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "16 CFR Part 255 (Endorsement Guides, 2023); Disclosures 101 for Social Media Influencers", "year": "2023" }, "quote": "Assume now that the influencer relies solely upon a social media platform's built-in disclosure tool for one of these posts. The disclosure appears in small white text ... The disclosure is easy to miss and thus not clear and conspicuous.", "method": "Regulatory guidance example plus FTC staff brochure (\"Don't assume that a platform's disclosure tool is good enough\").", "drift": [ "Nuance: the tool is not banned; the test is whether the disclosure is clear and conspicuous in context" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "The FTC says a platform's disclosure tool alone may be too easy to miss; use it together with your own clear disclosure in the post.", "sources": [ { "title": "eCFR — 16 CFR Part 255", "url": "https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255", "primary": true }, { "title": "FTC — Disclosures 101 for Social Media Influencers", "url": "https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers", "primary": true } ], "kind": "reference_fact", "as_of": "Endorsement Guides as revised July 26, 2023", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ftc-consumer-reviews-rule-16-cfr-465", "slug": "ftc-consumer-reviews-rule-16-cfr-465", "url": "https://groundedkit.com/claims/ftc-consumer-reviews-rule-16-cfr-465/", "api_url": "https://groundedkit.com/api/claims/ftc-consumer-reviews-rule-16-cfr-465.json", "claim": "The FTC's rule banning fake reviews and fake social-media influence indicators took effect Oct. 21, 2024", "commonly_cited_as": "\"Is buying fake reviews or followers illegal in the US?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Federal Trade Commission", "title": "Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465; 89 FR 68077, Aug. 22, 2024)", "year": "2024" }, "quote": "§ 465.2 Fake or false consumer reviews, consumer testimonials, or celebrity testimonials. ... § 465.4 Buying positive or negative consumer reviews. § 465.5 Insider consumer reviews and consumer testimonials. ... § 465.7 Review suppression. § 465.8 Misuse of fake indicators of social media influence.", "method": "Regulation text (eCFR).", "drift": [ "None — violations of a trade regulation rule can bring civil penalties (see the FTC civil penalty entry)" ], "interest": "n/a (federal regulator).", "safe_rephrasing": "Since Oct. 21, 2024, the FTC's Consumer Reviews and Testimonials Rule (16 CFR Part 465) prohibits fake reviews and testimonials, buying reviews, review suppression and misuse of fake social-media influence indicators.", "sources": [ { "title": "eCFR — 16 CFR Part 465", "url": "https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465", "primary": true } ], "kind": "reference_fact", "as_of": "In force since Oct. 21, 2024 (eCFR timeline)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "edison-podcast-monthly-58-percent-2026", "slug": "edison-podcast-monthly-58-percent-2026", "url": "https://groundedkit.com/claims/edison-podcast-monthly-58-percent-2026/", "api_url": "https://groundedkit.com/api/claims/edison-podcast-monthly-58-percent-2026.json", "claim": "58% of Americans 12+ consumed a podcast in the last month (Edison Infinite Dial 2026)", "commonly_cited_as": "\"How many Americans listen to podcasts?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Edison Research at SSRS (with SiriusXM Media)", "title": "The Infinite Dial 2026 (March 12, 2026)", "year": "2026" }, "quote": "58% of Americans age 12+ (167 million) have consumed a podcast in the last month, also an all-time high ... 45% of Americans age 12+ (130 million) have consumed a podcast in the last week", "method": "National survey of Americans 12+ by Edison Research at SSRS (sample and fieldwork in the downloadable report).", "drift": [ "None — 'consumed' includes listening to or watching a podcast" ], "interest": "Edison Research sells audio research; the study is supported by SiriusXM Media, which sells audio ads.", "safe_rephrasing": "Edison Research's Infinite Dial 2026 estimates that 58% of Americans 12+ (about 167 million) consumed a podcast in the past month and 45% in the past week.", "sources": [ { "title": "Edison Research — The Infinite Dial 2026", "url": "https://www.edisonresearch.com/the-infinite-dial-2026/", "primary": true } ], "kind": "reference_fact", "as_of": "Published March 12, 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "edison-online-audio-81-percent-2026", "slug": "edison-online-audio-81-percent-2026", "url": "https://groundedkit.com/claims/edison-online-audio-81-percent-2026/", "api_url": "https://groundedkit.com/api/claims/edison-online-audio-81-percent-2026.json", "claim": "81% of Americans 12+ listened to online audio in the last month (Edison Infinite Dial 2026)", "commonly_cited_as": "\"How many Americans listen to streaming audio?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Edison Research at SSRS (with SiriusXM Media)", "title": "The Infinite Dial 2026 (March 12, 2026)", "year": "2026" }, "quote": "81% of Americans age 12+ (233 million) listened to online audio in the last month, and 76% (219 million) listened in the last week", "method": "National survey of Americans 12+ by Edison Research at SSRS (see the report).", "drift": [ "None" ], "interest": "Edison Research sells audio research; supported by SiriusXM Media.", "safe_rephrasing": "Edison Research's Infinite Dial 2026 estimates 81% of Americans 12+ listened to online audio in the past month.", "sources": [ { "title": "Edison Research — The Infinite Dial 2026", "url": "https://www.edisonresearch.com/the-infinite-dial-2026/", "primary": true } ], "kind": "reference_fact", "as_of": "Published March 12, 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "meta-family-daily-active-people-3-60-billion", "slug": "meta-family-daily-active-people-3-60-billion", "url": "https://groundedkit.com/claims/meta-family-daily-active-people-3-60-billion/", "api_url": "https://groundedkit.com/api/claims/meta-family-daily-active-people-3-60-billion.json", "claim": "Meta's apps had 3.60 billion daily active people on average in June 2026", "commonly_cited_as": "\"How many people use Meta apps every day?\" / \"3 billion+ people use Facebook, Instagram, WhatsApp daily\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Meta Platforms", "title": "Meta Reports Second Quarter 2026 Results (press release)", "year": "2026" }, "quote": "Family daily active people (DAP) – DAP was 3.60 billion on average for June 2026, an increase of 3% year-over-year.", "method": "Company-reported metric: unique people using at least one of Facebook, Instagram, Messenger or WhatsApp; global, not audited as a user count.", "drift": [ "Scope: global, all Meta apps combined — not Facebook alone and not U.S. users" ], "interest": "Self-reported by Meta, which sells ads on these apps.", "safe_rephrasing": "Meta reported an average of 3.60 billion daily active people across its apps (global, combined) in June 2026.", "sources": [ { "title": "Meta Q2 2026 results (PR Newswire)", "url": "https://www.prnewswire.com/news-releases/meta-reports-second-quarter-2026-results-302838214.html", "primary": true } ], "kind": "reference_fact", "as_of": "Average for June 2026 (Q2 2026 results)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "google-5-trillion-searches-per-year", "slug": "google-5-trillion-searches-per-year", "url": "https://groundedkit.com/claims/google-5-trillion-searches-per-year/", "api_url": "https://groundedkit.com/api/claims/google-5-trillion-searches-per-year.json", "claim": "Google handles more than 5 trillion searches a year (Google, 2025)", "commonly_cited_as": "\"How many searches does Google get?\" / \"Google processes 5 trillion searches a year\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Google", "title": "Debbie Weinstein's remarks at OMR Germany (Google blog, May 6, 2025)", "year": "2025" }, "quote": "Every year, we see over 5 trillion searches on Google.", "method": "Company statement from internal data; no public methodology.", "drift": [ "None — global, all devices; self-reported by Google" ], "interest": "Self-reported by Google, which sells search ads.", "safe_rephrasing": "Google says it sees more than 5 trillion searches a year (internal data, January 2025), roughly 13.7 billion a day on average.", "sources": [ { "title": "Google blog — Debbie Weinstein's remarks at OMR Germany", "url": "https://blog.google/company-news/inside-google/around-the-globe/google-europe/debbie-weinsteins-remarks-at-omr-germany/", "primary": true } ], "kind": "reference_fact", "as_of": "Google internal data, January 2025 (first published March 2025)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "google-15-percent-searches-new-every-day", "slug": "google-15-percent-searches-new-every-day", "url": "https://groundedkit.com/claims/google-15-percent-searches-new-every-day/", "api_url": "https://groundedkit.com/api/claims/google-15-percent-searches-new-every-day.json", "claim": "15% of Google searches every day have never been searched before", "commonly_cited_as": "\"15% of Google searches are brand new\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Google", "title": "Debbie Weinstein's remarks at OMR Germany (Google blog, May 6, 2025)", "year": "2025" }, "quote": "And, every day, 15% of those searches are brand new; they've literally never been asked before.", "method": "Company statement; no public methodology.", "drift": [ "None" ], "interest": "Self-reported by Google.", "safe_rephrasing": "Google says about 15% of the searches it sees each day have never been searched before.", "sources": [ { "title": "Google blog — Debbie Weinstein's remarks at OMR Germany", "url": "https://blog.google/company-news/inside-google/around-the-globe/google-europe/debbie-weinsteins-remarks-at-omr-germany/", "primary": true } ], "kind": "reference_fact", "as_of": "Google statement, May 2025 (Google has repeated the 15% figure for years)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "gartner-marketing-budget-7-8-percent-revenue-2026", "slug": "gartner-marketing-budget-7-8-percent-revenue-2026", "url": "https://groundedkit.com/claims/gartner-marketing-budget-7-8-percent-revenue-2026/", "api_url": "https://groundedkit.com/api/claims/gartner-marketing-budget-7-8-percent-revenue-2026.json", "claim": "Marketing budgets average 7.8% of company revenue in 2026 (Gartner CMO Spend Survey)", "commonly_cited_as": "\"What percent of revenue should go to marketing?\" / \"Marketing budgets are 7.7% of revenue\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Gartner 2026 CMO Spend Survey (press release, May 11, 2026)", "year": "2026" }, "quote": "Marketing budgets remain effectively flat, rising only slightly to 7.8% of company revenue in 2026 from 7.7% in 2025.", "method": "Survey of 401 CMOs and marketing leaders in North America, the UK and Europe, Jan.–March 2026; the vast majority from companies with over $1 billion in revenue.", "drift": [ "Population: mostly $1B+ companies, so not a benchmark for small businesses" ], "interest": "Gartner sells research and advisory services to marketing leaders.", "safe_rephrasing": "Gartner's 2026 CMO Spend Survey (401 leaders, mostly at $1B+ companies) found marketing budgets averaged 7.8% of company revenue, up from 7.7% in 2025.", "sources": [ { "title": "Gartner — 2026 CMO Spend Survey press release", "url": "https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Jan.–March 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "gartner-cmos-15-3-percent-budget-to-ai-2026", "slug": "gartner-cmos-15-3-percent-budget-to-ai-2026", "url": "https://groundedkit.com/claims/gartner-cmos-15-3-percent-budget-to-ai-2026/", "api_url": "https://groundedkit.com/api/claims/gartner-cmos-15-3-percent-budget-to-ai-2026.json", "claim": "CMOs allocate 15.3% of marketing budgets to AI (Gartner, 2026)", "commonly_cited_as": "\"How much of the marketing budget goes to AI?\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Gartner 2026 CMO Spend Survey (press release, May 11, 2026)", "year": "2026" }, "quote": "CMOs are allocating an average of 15.3% of marketing budgets to AI initiatives ... only 30% report mature or fully developed AI readiness capabilities.", "method": "Survey of 401 CMOs and marketing leaders in North America, the UK and Europe; mostly $1B+ revenue companies.", "drift": [ "Population: large companies; 'AI initiatives' is as defined by respondents" ], "interest": "Gartner sells research and advisory services to marketing leaders.", "safe_rephrasing": "Gartner's 2026 CMO Spend Survey found CMOs (mostly at $1B+ companies) allocate an average 15.3% of marketing budgets to AI initiatives.", "sources": [ { "title": "Gartner — 2026 CMO Spend Survey press release", "url": "https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "primary": true } ], "kind": "reference_fact", "as_of": "Survey fielded Jan.–March 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "zero-click-searches-58-5-percent", "slug": "zero-click-searches-58-5-percent", "url": "https://groundedkit.com/claims/zero-click-searches-58-5-percent/", "api_url": "https://groundedkit.com/api/claims/zero-click-searches-58-5-percent.json", "claim": "58.5% of U.S. Google searches end without a click", "commonly_cited_as": "\"Nearly 60% of Google searches are zero-click\" (SparkToro)", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "SparkToro (data from Datos, a Semrush company)", "title": "2024 Zero-Click Search Study (July 1, 2024)", "year": "2024" }, "quote": "In 2024, 59.7% of European Union Google searches and 58.5% of American Google searches resulted in zero clicks.", "method": "Datos clickstream panel (multi-million devices) in the US and EU; SparkToro notes panel-representativeness and ad-blocker caveats.", "drift": [ "Date: 2024 data quoted as current; SparkToro's own page now warns it 'may be out of date' and points to a newer post", "Definition: zero-click includes searches that end with a refined query, not only 'answered on the SERP'" ], "interest": "SparkToro sells audience research software built partly on Datos data.", "safe_rephrasing": "SparkToro's 2024 study of Datos clickstream data found 58.5% of U.S. Google searches ended without a click; AI Overviews have changed search since then.", "sources": [ { "title": "SparkToro — 2024 Zero-Click Search Study", "url": "https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/", "primary": true } ], "kind": "stat_check", "as_of": "2024 clickstream data, before AI Overviews were widely rolled out", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "gartner-search-volume-drop-25-percent-2026", "slug": "gartner-search-volume-drop-25-percent-2026", "url": "https://groundedkit.com/claims/gartner-search-volume-drop-25-percent-2026/", "api_url": "https://groundedkit.com/api/claims/gartner-search-volume-drop-25-percent-2026.json", "claim": "Search engine volume has dropped 25% because of AI chatbots (Gartner)", "commonly_cited_as": "\"Gartner: search traffic will fall / has fallen 25% by 2026\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Gartner Predicts Search Engine Volume Will Drop 25% by 2026, Due to AI Chatbots and Other Virtual Agents (Feb. 19, 2024)", "year": "2024 (prediction)" }, "quote": "By 2026, traditional search engine volume will drop 25%, with search marketing losing market share to AI chatbots and other virtual agents, according to Gartner, Inc.", "method": "Analyst prediction from 'Predicts 2024: How GenAI Will Reshape Tech Marketing'; no measured data or method published.", "drift": [ "Type: a 2024 prediction quoted as a measured result", "Scope: aimed at tech marketers' search channels" ], "interest": "Gartner sells research and advisory services.", "safe_rephrasing": "In February 2024 Gartner predicted traditional search engine volume would drop 25% by 2026; that was a forecast, not a measurement. Google itself reported more than 5 trillion searches a year in 2025.", "sources": [ { "title": "Gartner press release, Feb. 19, 2024", "url": "https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents", "primary": true } ], "kind": "stat_check", "as_of": "Prediction made Feb. 2024 for 2026", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "mckinsey-71-percent-expect-personalization", "slug": "mckinsey-71-percent-expect-personalization", "url": "https://groundedkit.com/claims/mckinsey-71-percent-expect-personalization/", "api_url": "https://groundedkit.com/api/claims/mckinsey-71-percent-expect-personalization.json", "claim": "71% of consumers expect personalization and 76% get frustrated without it (McKinsey)", "commonly_cited_as": "\"71% of consumers expect personalized interactions\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "McKinsey & Company", "title": "The value of getting personalization right—or wrong—is multiplying (Next in Personalization 2021 Report, Nov. 12, 2021)", "year": "2021" }, "quote": "Seventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn't happen.", "method": "McKinsey consumer survey (sample and country details not given in the article).", "drift": [ "Date: 2021, pandemic-era survey quoted as current", "Method: sample size and population not stated in the public article" ], "interest": "McKinsey sells personalization and growth consulting.", "safe_rephrasing": "In McKinsey's 2021 Next in Personalization report, 71% of consumers said they expect personalized interactions and 76% said they get frustrated without them.", "sources": [ { "title": "McKinsey — The value of getting personalization right—or wrong—is multiplying", "url": "https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying", "primary": true } ], "kind": "stat_check", "as_of": "2021 survey during the pandemic", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "mckinsey-personalization-10-15-percent-revenue-lift", "slug": "mckinsey-personalization-10-15-percent-revenue-lift", "url": "https://groundedkit.com/claims/mckinsey-personalization-10-15-percent-revenue-lift/", "api_url": "https://groundedkit.com/api/claims/mckinsey-personalization-10-15-percent-revenue-lift.json", "claim": "Personalization drives a 10–15% revenue lift (McKinsey)", "commonly_cited_as": "\"Personalization increases revenue by 10-15%\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "McKinsey & Company", "title": "The value of getting personalization right—or wrong—is multiplying (Nov. 12, 2021)", "year": "2021" }, "quote": "Research shows that personalization most often drives 10 to 15 percent revenue lift (with company-specific lift spanning 5 to 25 percent, driven by sector and ability to execute).", "method": "Not disclosed in the article ('research shows'); appears to draw on McKinsey client experience.", "drift": [ "Method: no study, sample or definition of 'lift' is given", "Date: 2021" ], "interest": "McKinsey sells personalization consulting.", "safe_rephrasing": "McKinsey wrote in 2021 that personalization 'most often' drives a 10–15% revenue lift (5–25% by company), without publishing the underlying data.", "sources": [ { "title": "McKinsey — The value of getting personalization right—or wrong—is multiplying", "url": "https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying", "primary": true } ], "kind": "stat_check", "as_of": "2021", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "creator-economy-480-billion-goldman", "slug": "creator-economy-480-billion-goldman", "url": "https://groundedkit.com/claims/creator-economy-480-billion-goldman/", "api_url": "https://groundedkit.com/api/claims/creator-economy-480-billion-goldman.json", "claim": "The creator economy is worth $480 billion", "commonly_cited_as": "\"The creator economy is a $480B industry\" (Goldman Sachs)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Goldman Sachs Research", "title": "The creator economy could approach half-a-trillion dollars by 2027 (Apr. 19, 2023)", "year": "2023 (forecast for 2027)" }, "quote": "the total addressable market of the creator economy could roughly double in size over the next five years to $480 billion by 2027 from $250 billion today", "method": "Analyst estimate of total addressable market (global), not measured spend.", "drift": [ "Type: a 2027 forecast quoted as today's size", "Metric: total addressable market, not revenue or ad spend", "Scope: global, not U.S." ], "interest": "Goldman Sachs is an investment bank covering the companies involved.", "safe_rephrasing": "Goldman Sachs Research estimated in 2023 that the global creator economy's total addressable market could reach about $480 billion by 2027, up from $250 billion.", "sources": [ { "title": "Goldman Sachs — The creator economy could approach half-a-trillion dollars by 2027", "url": "https://www.goldmansachs.com/insights/articles/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027", "primary": true } ], "kind": "stat_check", "as_of": "Forecast published April 2023", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "50-million-creators-worldwide", "slug": "50-million-creators-worldwide", "url": "https://groundedkit.com/claims/50-million-creators-worldwide/", "api_url": "https://groundedkit.com/api/claims/50-million-creators-worldwide.json", "claim": "There are 50 million creators worldwide", "commonly_cited_as": "\"50 million people consider themselves creators\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None found — repeated by Goldman Sachs Research (2023) without a method", "title": "The creator economy could approach half-a-trillion dollars by 2027", "year": "2023 (repeated figure)" }, "quote": "Goldman Sachs Research expects the 50 million global creators to grow at a 10-20% compound annual growth rate during the next five years.", "method": "None given; Goldman states the 50 million as a starting point without a count, survey or definition of 'creator'.", "drift": [ "Attribution: a round number repeated by a bank note, with no underlying count we could find", "Definition: 'creator' is undefined" ], "interest": "n/a", "safe_rephrasing": "Estimates of the number of creators vary widely and depend on the definition; the often-quoted '50 million' has no published count behind it.", "sources": [ { "title": "Goldman Sachs — creator economy note (repeats the figure)", "url": "https://www.goldmansachs.com/insights/articles/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027", "primary": false } ], "kind": "stat_check", "as_of": "Repeated by Goldman Sachs Research in April 2023", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "ai-overviews-reduce-clicks-34-5-percent", "slug": "ai-overviews-reduce-clicks-34-5-percent", "url": "https://groundedkit.com/claims/ai-overviews-reduce-clicks-34-5-percent/", "api_url": "https://groundedkit.com/api/claims/ai-overviews-reduce-clicks-34-5-percent.json", "claim": "AI Overviews reduce clicks to the top result by 34.5% (Ahrefs)", "commonly_cited_as": "\"AI Overviews cut CTR by a third\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Ahrefs", "title": "AI Overviews Reduce Clicks by 34.5% (Apr. 17, 2025)", "year": "2025" }, "quote": "We analyzed 300,000 keywords and found that the presence of an AI Overview in the search results correlated with a 34.5% lower average clickthrough rate (CTR) for the top-ranking page, compared to similar informational keywords without an AI Overview.", "method": "Ahrefs analysis of 300,000 informational keywords, comparing top-result CTR with and without an AI Overview.", "drift": [ "Causality: a correlation for the top-ranking page on informational keywords, not all clicks or all queries" ], "interest": "Ahrefs sells SEO software.", "safe_rephrasing": "Ahrefs' April 2025 analysis of 300,000 informational keywords found top-ranking pages had a 34.5% lower average CTR when an AI Overview appeared.", "sources": [ { "title": "Ahrefs — AI Overviews Reduce Clicks by 34.5%", "url": "https://ahrefs.com/blog/ai-overviews-reduce-clicks/", "primary": true } ], "kind": "stat_check", "as_of": "Analysis published April 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "96-percent-pages-no-google-traffic", "slug": "96-percent-pages-no-google-traffic", "url": "https://groundedkit.com/claims/96-percent-pages-no-google-traffic/", "api_url": "https://groundedkit.com/api/claims/96-percent-pages-no-google-traffic.json", "claim": "96.55% of web pages get no traffic from Google (Ahrefs)", "commonly_cited_as": "\"Over 90% of content gets no traffic from Google\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Ahrefs", "title": "96.55% of Content Gets No Traffic From Google (Dec. 1, 2023)", "year": "2023" }, "quote": "96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.", "method": "All ~14 billion pages in Ahrefs' Content Explorer index; traffic is Ahrefs' estimate, not Google data.", "drift": [ "Population: pages in Ahrefs' index, not 'all content'; traffic is modeled" ], "interest": "Ahrefs sells SEO software.", "safe_rephrasing": "Ahrefs' 2023 study estimated 96.55% of the ~14 billion pages in its index get no organic traffic from Google.", "sources": [ { "title": "Ahrefs — 96.55% of Content Gets No Traffic From Google", "url": "https://ahrefs.com/blog/search-traffic-study/", "primary": true } ], "kind": "stat_check", "as_of": "Ahrefs index as of late 2023", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "0-1-second-faster-8-4-percent-more-conversions", "slug": "0-1-second-faster-8-4-percent-more-conversions", "url": "https://groundedkit.com/claims/0-1-second-faster-8-4-percent-more-conversions/", "api_url": "https://groundedkit.com/api/claims/0-1-second-faster-8-4-percent-more-conversions.json", "claim": "A 0.1-second faster mobile site lifts retail conversions 8.4% (Deloitte)", "commonly_cited_as": "\"A 0.1s improvement in site speed boosts sales by 8%\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "medium", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Deloitte (commissioned by Google)", "title": "Milliseconds Make Millions (Mar. 24, 2020)", "year": "2020 (2019 data)" }, "quote": "Based on a 0.1s natural mobile site speed improvement, we observed ... Retail conversions increased by 8.4% and average order value increased by 9.2%.", "method": "Observational study of brands' mobile sites across Europe and the US; 'natural' speed changes, not controlled experiments.", "drift": [ "Metric: conversions quoted as 'sales'", "Causality: correlation in observed data", "Date: 2019–2020 mobile web" ], "interest": "The study was commissioned by Google, which promotes faster mobile sites.", "safe_rephrasing": "A 2020 Deloitte study commissioned by Google observed that a 0.1-second mobile speed improvement was associated with 8.4% more retail conversions.", "sources": [ { "title": "Deloitte — Milliseconds Make Millions", "url": "https://www.deloitte.com/ie/en/services/consulting/research/milliseconds-make-millions.html", "primary": true } ], "kind": "stat_check", "as_of": "Published March 2020", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "1-second-site-3x-conversion-rate-portent", "slug": "1-second-site-3x-conversion-rate-portent", "url": "https://groundedkit.com/claims/1-second-site-3x-conversion-rate-portent/", "api_url": "https://groundedkit.com/api/claims/1-second-site-3x-conversion-rate-portent.json", "claim": "A site that loads in 1 second converts 3x better than one that loads in 5 seconds (Portent)", "commonly_cited_as": "\"1-second load time = 3x conversions\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "low", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Portent", "title": "Site Speed is (Still) Impacting Your Conversion Rate (Apr. 20, 2022)", "year": "2022" }, "quote": "A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds. ... A site that loads in 1 second has an e-commerce conversion rate 2.5x higher than a site that loads in 5 seconds.", "method": "About 100 million page views across 20 B2B and B2C sites (27,000+ landing pages); correlational.", "drift": [ "Metric: 3x is for lead/goal conversions; e-commerce was 2.5x", "Sample: 20 sites, correlational" ], "interest": "Portent is a digital agency selling site-performance services.", "safe_rephrasing": "Portent's 2022 analysis of 20 sites found pages loading in 1 second had about 3x the goal-conversion rate (2.5x for e-commerce) of pages loading in 5 seconds.", "sources": [ { "title": "Portent — Site Speed is (Still) Impacting Your Conversion Rate", "url": "https://www.portent.com/blog/analytics/research-site-speed-hurting-everyones-revenue.htm", "primary": true } ], "kind": "stat_check", "as_of": "Updated April 20, 2022", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "95-5-rule-b2b-buyers-out-of-market", "slug": "95-5-rule-b2b-buyers-out-of-market", "url": "https://groundedkit.com/claims/95-5-rule-b2b-buyers-out-of-market/", "api_url": "https://groundedkit.com/api/claims/95-5-rule-b2b-buyers-out-of-market.json", "claim": "Only 5% of B2B buyers are in-market at any time; 95% are not (the 95-5 rule)", "commonly_cited_as": "\"95% of B2B buyers aren't ready to buy\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "LinkedIn B2B Institute with the Ehrenberg-Bass Institute", "title": "The 95-5 Rule", "year": "Undated page (B2B Institute)" }, "quote": "The 95-5 rule, which shows that 95% of your potential buyers aren't ready to buy today. These 95% are \"out-market\" today, but will be \"in-market\" sometime in the future.", "method": "A rule of thumb derived from typical B2B purchase frequencies (e.g. companies changing banking services about once every 5 years), not a survey of buyers.", "drift": [ "Precision: an approximation from purchase cycles, not a measured share; it varies by category" ], "interest": "LinkedIn sells B2B advertising, and the rule supports long-term brand advertising.", "safe_rephrasing": "The LinkedIn B2B Institute and Ehrenberg-Bass estimate that roughly 95% of B2B buyers are out of the market at any time, based on how rarely firms switch suppliers.", "sources": [ { "title": "LinkedIn B2B Institute — The 95-5 Rule", "url": "https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule", "primary": true } ], "kind": "stat_check", "as_of": "Page retrieved 2026-10-16; publication date not shown", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "landing-page-median-conversion-6-6-percent", "slug": "landing-page-median-conversion-6-6-percent", "url": "https://groundedkit.com/claims/landing-page-median-conversion-6-6-percent/", "api_url": "https://groundedkit.com/api/claims/landing-page-median-conversion-6-6-percent.json", "claim": "The median landing page conversion rate is 6.6% (Unbounce)", "commonly_cited_as": "\"Average landing page conversion rate is 6.6%\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Unbounce", "title": "Conversion Benchmark Report 2024", "year": "2024" }, "quote": "The median conversion rate across all industries is 6.6%. We've highlighted the median conversion rates across nine different industries, which range from 3.8% to 12.3%", "method": "Unbounce data from landing pages on its platform (the site cites over 57 million landing page conversions).", "drift": [ "Metric: a median, not an average", "Population: Unbounce-hosted landing pages, not websites in general" ], "interest": "Unbounce sells landing-page software.", "safe_rephrasing": "Unbounce's 2024 benchmark put the median landing-page conversion rate on its platform at 6.6%, ranging from 3.8% to 12.3% by industry.", "sources": [ { "title": "Unbounce — Conversion Benchmark Report", "url": "https://unbounce.com/conversion-benchmark-report/", "primary": true } ], "kind": "stat_check", "as_of": "2024 report", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "mailchimp-average-email-open-rate-35-63", "slug": "mailchimp-average-email-open-rate-35-63", "url": "https://groundedkit.com/claims/mailchimp-average-email-open-rate-35-63/", "api_url": "https://groundedkit.com/api/claims/mailchimp-average-email-open-rate-35-63.json", "claim": "The average email open rate is 35.63% (Mailchimp)", "commonly_cited_as": "\"The average email open rate is about 21% / 35%\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Mailchimp", "title": "Email Marketing Benchmarks and Statistics by Industry", "year": "2023 (data as of December 2023)" }, "quote": "All Users 35.63% 2.62% 0.22% ... The data provided on this page was last updated in December 2023 ... The accuracy of email open rates may be impacted by Apple's privacy changes and their Mail Privacy Protection (MPP) feature", "method": "Mailchimp campaigns sent to at least 1,000 subscribers, across its customer base.", "drift": [ "Date: December 2023 data", "Metric: opens inflated by Apple Mail Privacy Protection; older lower figures predate MPP and aren't comparable" ], "interest": "Mailchimp sells email marketing software.", "safe_rephrasing": "Mailchimp's benchmarks (December 2023 data) show a 35.63% average open rate and 2.62% click rate across users; open rates are inflated by Apple Mail Privacy Protection, so compare clicks.", "sources": [ { "title": "Mailchimp — Email marketing benchmarks", "url": "https://mailchimp.com/resources/email-marketing-benchmarks/", "primary": true } ], "kind": "stat_check", "as_of": "Data last updated December 2023", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "cart-abandonment-extra-costs-top-reason", "slug": "cart-abandonment-extra-costs-top-reason", "url": "https://groundedkit.com/claims/cart-abandonment-extra-costs-top-reason/", "api_url": "https://groundedkit.com/api/claims/cart-abandonment-extra-costs-top-reason.json", "claim": "Extra costs (shipping, tax, fees) are the top reason shoppers abandon carts (Baymard)", "commonly_cited_as": "\"Extra costs are the #1 reason shoppers abandon carts\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Baymard Institute", "title": "Cart Abandonment Rate Statistics (reasons for abandonment)", "year": "2026 (rolling page)" }, "quote": "42% of US online shoppers have abandoned a cart because \"I was just browsing / not ready to buy\". However, if we ignore the \"just browsing\" segment ... 40 % Extra costs too high (shipping, tax, fees) 20 % Delivery was too slow 19 % I didn't trust the site with my credit card information 18 % The site wanted me to create an account", "method": "Baymard survey of US online shoppers (sample and year shown in Baymard's study, not in the excerpt we read).", "drift": [ "Number: shares change between Baymard survey editions; quote the current figure and say it excludes shoppers who were just browsing" ], "interest": "Baymard sells checkout-UX research.", "safe_rephrasing": "In Baymard's latest survey, excluding shoppers who were just browsing, 40% of US shoppers who abandoned a cart cited extra costs such as shipping, tax or fees, the top reason.", "sources": [ { "title": "Baymard — Cart abandonment rate statistics", "url": "https://baymard.com/lists/cart-abandonment-rate", "primary": true } ], "kind": "stat_check", "as_of": "Baymard's latest abandonment-reasons survey, page retrieved 2026-10-16", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "40-percent-gen-z-use-tiktok-instead-of-google", "slug": "40-percent-gen-z-use-tiktok-instead-of-google", "url": "https://groundedkit.com/claims/40-percent-gen-z-use-tiktok-instead-of-google/", "api_url": "https://groundedkit.com/api/claims/40-percent-gen-z-use-tiktok-instead-of-google.json", "claim": "40% of Gen Z use TikTok and Instagram instead of Google for search", "commonly_cited_as": "\"40% of young people use TikTok as their search engine\" (Google)", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "medium", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Google (remark by SVP Prabhakar Raghavan, reported by TechCrunch)", "title": "Fortune Brainstorm Tech remarks (July 12, 2022)", "year": "2022" }, "quote": "In our studies, something like almost 40% of young people, when they're looking for a place for lunch, they don't go to Google Maps or Search ... They go to TikTok or Instagram.", "method": "Unpublished internal Google survey of U.S. users aged 18–24 (per Google's statement to TechCrunch).", "drift": [ "Scope: 'looking for a place for lunch', not all searches", "Population: U.S. 18–24, not 'Gen Z' globally", "Source: an executive's spoken estimate ('something like almost 40%') about unpublished data" ], "interest": "Google made the remark amid antitrust scrutiny, where showing competition helps it.", "safe_rephrasing": "A Google executive said in 2022 that internal research found almost 40% of U.S. 18–24-year-olds looking for a lunch spot went to TikTok or Instagram rather than Google Maps or Search.", "sources": [ { "title": "TechCrunch — Google exec suggests Instagram and TikTok are eating into Google's core products (July 12, 2022)", "url": "https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/", "primary": true } ], "kind": "stat_check", "as_of": "Remark made July 2022; underlying data unpublished", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "50-percent-searches-voice-by-2020", "slug": "50-percent-searches-voice-by-2020", "url": "https://groundedkit.com/claims/50-percent-searches-voice-by-2020/", "api_url": "https://groundedkit.com/api/claims/50-percent-searches-voice-by-2020.json", "claim": "50% of all searches will be voice searches by 2020 (comScore)", "commonly_cited_as": "\"comScore: 50% of searches will be voice by 2020\"", "verdict": "misquoted", "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.", "confidence": "high", "rating": { "value": 2, "best": 5, "worst": 1 }, "origin": { "publisher": "Andrew Ng (then Baidu chief scientist), interview in Fast Company", "title": "Inside Baidu's Plan To Beat Google By Taking Search Out Of The Text Era (Sept. 17, 2014)", "year": "2014 (prediction)" }, "quote": "At the moment, around 10% of Baidu search queries are done by voice ... Ng forecasts that \"in five years time at least 50% of all searches are going to be either through images or speech.\"", "method": "A personal forecast in an interview, about Baidu search in China; no data.", "drift": [ "Attribution: credited to comScore, which says it never published it", "Subject: 'images or speech', rewritten as voice only", "Scope: Baidu/China, applied to all search", "Type: a 2014 forecast quoted as fact" ], "interest": "n/a", "safe_rephrasing": "The '50% voice by 2020' figure traces to a 2014 forecast by Baidu's Andrew Ng that half of searches would use images or speech within five years; it was never a comScore finding.", "sources": [ { "title": "Fast Company, Sept. 17, 2014 (Internet Archive copy)", "url": "https://web.archive.org/web/2015/https://www.fastcompany.com/3035721/baidu-is-taking-search-out-of-text-era-and-taking-on-google-with-deep-learning", "primary": true }, { "title": "Brodie Clark — comScore's reply on the statistic (trace)", "url": "https://brodieclark.com/stop-using-comscores-2020-voice-search-stat/", "primary": false }, { "title": "Econsultancy — trace of the prediction", "url": "https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/", "primary": false } ], "kind": "stat_check", "as_of": "Prediction from 2014", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "1-minute-video-1-8-million-words", "slug": "1-minute-video-1-8-million-words", "url": "https://groundedkit.com/claims/1-minute-video-1-8-million-words/", "api_url": "https://groundedkit.com/api/claims/1-minute-video-1-8-million-words.json", "claim": "One minute of video is worth 1.8 million words (Forrester)", "commonly_cited_as": "\"Forrester: 1 minute of video = 1.8 million words\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "Attributed to James McQuivey (Forrester Research), 'How Video Will Take Over The World' (not public; we could not open it)", "title": "Arithmetic on 'a picture is worth a thousand words'", "year": "Undated (attributed Forrester report)" }, "quote": "This figure is then multiplied by the 30 frames per second. We now have 30,000 words. Multiple that 30,000 words by 60 seconds and you get 1.8 million words.", "method": "No data: 1,000 words per picture × 30 frames × 60 seconds = 1.8 million.", "drift": [ "Type: a figure of speech presented as research", "Source: the Forrester report is not public; we could only open secondary explanations" ], "interest": "n/a", "safe_rephrasing": "The '1.8 million words' line is arithmetic on the proverb 'a picture is worth a thousand words', not a measurement; don't cite it as data.", "sources": [ { "title": "Bold Content — Is 1 minute of video really worth 1.8 million words? (trace)", "url": "https://boldcontentvideo.com/2015/11/26/is-1-minute-of-video-really-worth-1-8-million-words/", "primary": false } ], "kind": "stat_check", "as_of": "Date of the attributed report not verified", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "26-unhappy-customers-dont-complain", "slug": "26-unhappy-customers-dont-complain", "url": "https://groundedkit.com/claims/26-unhappy-customers-dont-complain/", "api_url": "https://groundedkit.com/api/claims/26-unhappy-customers-dont-complain.json", "claim": "For every customer who complains, 26 others stay silent", "commonly_cited_as": "\"Only 1 in 26 unhappy customers complains\" (Lee Resource / TARP)", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None found — attributed to 'Lee Resource Inc' or 'TARP Research 1999'", "title": "Customer-service fact lists", "year": "Undated (claimed 1999 or earlier)" }, "quote": "For every customer who bothers to complain, 26 other customers remain silent. Source: Lee Resource Inc", "method": "None we could find: fact lists cite Lee Resource Inc or a 1999 TARP study without a title, sample or link.", "drift": [ "Attribution: two different claimed origins, neither with a findable document" ], "interest": "n/a", "safe_rephrasing": "Most dissatisfied customers never complain, so complaint counts understate problems; the exact '1 in 26' ratio has no findable study behind it.", "sources": [ { "title": "Customer Service Manager — Customer Service Facts (cites Lee Resource Inc)", "url": "https://customerservicemanager.com/customer-service-facts/", "primary": false }, { "title": "Provide Support — cites 'TARP Research 1999'", "url": "https://www.providesupport.com/blog/5-reasons-unhappy-customers-dont-complain/", "primary": false } ], "kind": "stat_check", "as_of": "Attributed to sources from 1999 or earlier; no dated document found", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "google-8-5-billion-searches-per-day", "slug": "google-8-5-billion-searches-per-day", "url": "https://groundedkit.com/claims/google-8-5-billion-searches-per-day/", "api_url": "https://groundedkit.com/api/claims/google-8-5-billion-searches-per-day.json", "claim": "Google processes 8.5 billion searches per day", "commonly_cited_as": "\"Google gets 8.5 billion searches a day\"", "verdict": "unsourced", "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.", "confidence": "medium", "rating": { "value": 1, "best": 5, "worst": 1 }, "origin": { "publisher": "None from Google — third-party estimate repeated in roundups", "title": "Marketing statistics roundups", "year": "c. 2022" }, "quote": "Every year, we see over 5 trillion searches on Google.", "method": "No Google document gives 8.5 billion a day; Internet Live Stats' page shows an older estimate (3.5 billion a day). Google's own 2025 figure works out to about 13.7 billion a day on average.", "drift": [ "Attribution: a third-party estimate presented as a Google figure", "Date: superseded by Google's 2025 statement" ], "interest": "n/a", "safe_rephrasing": "Google says it sees more than 5 trillion searches a year (January 2025 data), which averages about 13.7 billion a day; the '8.5 billion' figure isn't from Google.", "sources": [ { "title": "Google blog — Debbie Weinstein's remarks at OMR Germany (May 2025)", "url": "https://blog.google/company-news/inside-google/around-the-globe/google-europe/debbie-weinsteins-remarks-at-omr-germany/", "primary": true }, { "title": "Internet Live Stats — Google search statistics (older estimate)", "url": "https://www.internetlivestats.com/google-search-statistics/", "primary": false }, { "title": "Neil Patel — 'How Google's 8.5 Billion Daily Searches Break Down' (example of the claim)", "url": "https://neilpatel.com/marketing-stats/google-daily-searches-breakdown/", "primary": false } ], "kind": "stat_check", "as_of": "Google's own figure: over 5 trillion searches a year (Jan. 2025 data)", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "91-percent-businesses-use-video-marketing", "slug": "91-percent-businesses-use-video-marketing", "url": "https://groundedkit.com/claims/91-percent-businesses-use-video-marketing/", "api_url": "https://groundedkit.com/api/claims/91-percent-businesses-use-video-marketing.json", "claim": "91% of businesses use video as a marketing tool (Wyzowl 2026)", "commonly_cited_as": "\"91% of businesses use video marketing\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "medium", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Wyzowl", "title": "State of Video Marketing 2026", "year": "2026" }, "quote": "91 % of businesses use video as a marketing tool ... Respondents 266 Fieldwork Late 2025", "method": "Online survey of 266 respondents (marketers and consumers) in late 2025.", "drift": [ "Sample: 266 respondents total across marketers and consumers; self-selected" ], "interest": "Wyzowl sells explainer-video production.", "safe_rephrasing": "In Wyzowl's 2026 survey (266 respondents, late 2025), 91% of businesses said they use video as a marketing tool.", "sources": [ { "title": "Wyzowl — Video Marketing Statistics 2026", "url": "https://www.wyzowl.com/video-marketing-statistics/", "primary": true } ], "kind": "stat_check", "as_of": "Fieldwork late 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "82-percent-marketers-video-good-roi", "slug": "82-percent-marketers-video-good-roi", "url": "https://groundedkit.com/claims/82-percent-marketers-video-good-roi/", "api_url": "https://groundedkit.com/api/claims/82-percent-marketers-video-good-roi.json", "claim": "82% of marketers say video gives them a good ROI (Wyzowl 2026)", "commonly_cited_as": "\"Video marketing has the best ROI\" / \"82% of marketers see positive ROI from video\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "low", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Wyzowl", "title": "State of Video Marketing 2026", "year": "2026" }, "quote": "82 % of marketers say video has given them a good ROI", "method": "Self-reported opinion in an online survey of 266 respondents in late 2025; ROI not measured.", "drift": [ "Metric: a self-reported opinion, not measured ROI", "Sample: small, self-selected; publisher sells video" ], "interest": "Wyzowl sells explainer-video production.", "safe_rephrasing": "In Wyzowl's 2026 survey, 82% of video marketers said video gave them a good ROI; that is self-reported, not measured.", "sources": [ { "title": "Wyzowl — Video Marketing Statistics 2026", "url": "https://www.wyzowl.com/video-marketing-statistics/", "primary": true } ], "kind": "stat_check", "as_of": "Fieldwork late 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "75-percent-b2b-buyers-prefer-rep-free", "slug": "75-percent-b2b-buyers-prefer-rep-free", "url": "https://groundedkit.com/claims/75-percent-b2b-buyers-prefer-rep-free/", "api_url": "https://groundedkit.com/api/claims/75-percent-b2b-buyers-prefer-rep-free.json", "claim": "75% of B2B buyers prefer a rep-free sales experience (Gartner)", "commonly_cited_as": "\"75% of B2B buyers prefer not to talk to sales reps\"", "verdict": "outdated", "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.", "confidence": "high", "rating": { "value": 3, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Gartner B2B Buying Report (2023)", "year": "2023" }, "quote": "Seventy-five percent of B2B buyers say they prefer a rep-free sales experience, but self-service digital commerce purchases are significantly more likely to result in purchase regret.", "method": "Gartner B2B buyer surveys; the 2025 release surveyed 632 B2B buyers in Aug.–Sept. 2024.", "drift": [ "Date: superseded by Gartner's 2025 figure of 61%", "Context: the same 2023 report says rep-free purchases were more likely to cause regret" ], "interest": "Gartner sells sales and marketing research.", "safe_rephrasing": "Gartner's latest published figure (survey of 632 B2B buyers, Aug.–Sept. 2024) is that 61% prefer an overall rep-free buying experience; the 75% figure is from its 2023 report.", "sources": [ { "title": "Gartner B2B Buying Report 2023 (PDF)", "url": "https://emt.gartnerweb.com/ngw/globalassets/en/marketing/documents/gartner-b2b-buying-report_2023.pdf", "primary": true }, { "title": "Gartner press release, June 25, 2025 (61%)", "url": "https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience", "primary": true } ], "kind": "stat_check", "as_of": "2023 report; Gartner's newer survey (Aug.–Sept. 2024, published June 25, 2025) found 61%", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" }, { "schema_version": "1.1", "id": "73-percent-b2b-buyers-avoid-irrelevant-outreach", "slug": "73-percent-b2b-buyers-avoid-irrelevant-outreach", "url": "https://groundedkit.com/claims/73-percent-b2b-buyers-avoid-irrelevant-outreach/", "api_url": "https://groundedkit.com/api/claims/73-percent-b2b-buyers-avoid-irrelevant-outreach.json", "claim": "73% of B2B buyers actively avoid suppliers who send irrelevant outreach (Gartner, 2025)", "commonly_cited_as": "\"Most B2B buyers ignore irrelevant cold outreach\"", "verdict": "verified", "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.", "confidence": "high", "rating": { "value": 5, "best": 5, "worst": 1 }, "origin": { "publisher": "Gartner", "title": "Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience (June 25, 2025)", "year": "2025 (2024 survey)" }, "quote": "A survey of 632 B2B buyers conducted in August through September 2024 ... 73% of B2B buyers actively avoid suppliers who send irrelevant outreach.", "method": "Gartner survey of 632 B2B buyers, Aug.–Sept. 2024.", "drift": [ "None" ], "interest": "Gartner sells sales research.", "safe_rephrasing": "In a Gartner survey of 632 B2B buyers (Aug.–Sept. 2024), 73% said they actively avoid suppliers who send irrelevant outreach.", "sources": [ { "title": "Gartner press release, June 25, 2025", "url": "https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience", "primary": true } ], "kind": "reference_fact", "as_of": "Survey Aug.–Sept. 2024; published June 25, 2025", "last_checked": "2026-10-16", "date_reviewed": "2026-10-16", "license": "CC BY 4.0", "license_url": "https://creativecommons.org/licenses/by/4.0/" } ] }