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Stat check · updated 23 Oct 2026

Stat check: numbers you should stop quoting

Some famous statistics have no real source, are out of date, or are quoted wrong. Here is where each one came from and, when we have one, the checked number to use instead.

52numbers checked19questions compared

Myths by topic

Numbers with no real source

Each card names the claim, says what is wrong with it and where it came from.

Misquoted

Stanford's AI Index found that 88% of organizations use AI

The 88% is from McKinsey's global survey (Nov 2025, 1,993 respondents, many at large firms). The AI Index repeats it. It is a share of survey respondents, not of all businesses; Census puts US employer firms at 24.6%. Where it came from

Quote this instead: 24.6%
Misquoted

78% of US businesses now use AI

78% comes from an NBER survey of executives in seven countries, and separately from the Atlanta Fed estimate that 78% of the labor force works at AI-adopting firms (a share of workers). The Census share of US firms is 24.6%. Where it came from

Quote this instead: 24.6%
No source

Companies that adopt AI are cutting jobs

Common in headlines about single companies. In the Census AI supplement, 95.7% of AI-using firms said AI did not change total employment; 2.0% said it decreased. Where it came from

Quote this instead: 95.7%
Outdated

Only about 5% of US businesses use AI

Census numbers from 2023-2024 (3.7% to 6%) used the old question about AI "in producing goods or services". Census widened the question in November 2025. Where it came from

Quote this instead: 24.6%
Outdated

AI skills earn a 56% wage premium

From PwC's 2025 AI Jobs Barometer. The 2026 edition gives 62% and restates last year as 57%. Where it came from

Quote this instead: 62%
Misquoted

AI made more images in a year than photography made in 149 years

Spread by news sites from Everypixel's 2023 estimate. Everypixel corrected the comparison; its page now says photographers took "a few dozen years" to reach 15 billion. The 15 billion figure itself is an extrapolated 2023 estimate. Where it came from

Misquoted

AI made as many images in 1.5 years as photography made in its first 149 years

Everypixel's August 2023 blog estimate. Everypixel later published a correction saying it made a calculation error in the photography comparison; the page now says photographers took 'a few dozen years'. The 15 billion AI images figure is itself a 2023 vendor estimate. Where it came from

AI search and zero-click

All AI search and zero-click stats
Misquoted

60% of Google searches are zero-click

A rounding of SparkToro's 2024 US figure (58.5%, Datos panel, Sep 2022-May 2024), repeated with no year, region or panel. The current US figure is 68.01% (Jan-Apr 2026, a different panel). Where it came from

Quote this instead: 68.01%
Misquoted

65% of US Google searches end without a click (64.82%)

64.82% is a worldwide figure for all of 2020 (Similarweb via SparkToro, published March 2021). The US figure in the same post was 68.3% for Q4 2020. SparkToro now flags the post as possibly out of date. Where it came from

Quote this instead: 68.01%
No source

SEO is dead

A recurring headline when Google changes results. Even SparkToro, whose data shows 68.01% zero-click searches, writes that SEO 'still matters as much or more than ever before', but earns less traffic. Branded, local and high-intent searches still send clicks. Where it came from

Quote this instead: 231
Outdated

93% of online experiences begin with a search engine

From a 2006 report. Ahrefs found 700+ sites linking to a page for this stat that no longer even mentioned it. Where it came from

Quote this instead: 42%
No source

AI Overviews now appear on almost every Google search

Early 2024 reports claimed AI Overviews on up to 84% of queries (noted by SparkToro). Pew's tracked browsing found an AI summary on 18% of Google searches in March 2025; SparkToro's 2026 post says 20%+. Where it came from

Quote this instead: 18%

Marketing and advertising

All Marketing and advertising stats
No source

It takes 7 touches (the 'rule of 7') before someone buys

Usually credited to 1930s film studios and movie posters. No study, memo or data has been traced; the number is repeated from blog to blog. Research on repeated exposure exists, but none sets a threshold of seven. Where it came from

Misquoted

Email marketing returns $42 for every $1 spent

The figure is from the UK Data & Marketing Association's Marketer Email Tracker 2019: just over 42 pounds per pound, estimated by UK marketers in a 2019 survey. It was never a US dollar figure and is now seven years old. Where it came from

Quote this instead: 35%
Misquoted

Email returns $36 for every $1 spent

Litmus reports ROI in bands, not an average. In its 2025 State of Email data, 35% of marketing leaders said $10-$36 and 30% said $36-$50; 21% do not measure email ROI at all. $36 is the edge of a band. Where it came from

Quote this instead: 35%
No source

Our attention span is 8 seconds, shorter than a goldfish

A 2015 Microsoft Canada report credited 'Statistic Brain'; the bodies it named had no such research. Where it came from

Outdated

57% of the buying process is done before talking to sales

A 2011 CEB and Google study of B2B buyers at 22 companies; an average that hides wide variation, also quoted as 65% and 67%. Where it came from

Misquoted

88% of people trust online reviews as much as personal recommendations

A 2014 BrightLocal survey headline. The article body reports that 88% had read reviews to judge a local business, which measures reading, not trust. The 'trust' figure in the 2013 survey headline was 79%. Where it came from

Web and software development

All Web and software development stats
Misquoted

GitHub Copilot makes developers 55% more productive

A 2022 controlled test (arXiv 2302.06590): 95 Upwork freelancers recruited, one task (an HTTP server in JavaScript); the Copilot group finished 55.8% faster (95% CI 21% to 89%). It measured one task's speed, not overall productivity. Where it came from

Quote this instead: 55.8%
Outdated

AI makes experienced developers 19% slower

METR's early-2025 trial of 16 open-source developers. METR now labels it out of date; its February 2026 update points to a likely speed-up but says the new data is unreliable because developers refused to work without AI. Where it came from

Quote this instead: 19%
Misquoted

Only 29% of developers trust AI tools

Repeated by roundup sites for the 2025 Stack Overflow survey. The survey page says 33% trust AI accuracy and 46% distrust it; in 2026 the question changed and 48% trust AI output when they can easily verify it. Where it came from

Quote this instead: 48%
Outdated

53% of mobile visitors leave a site that takes longer than 3 seconds to load

Google/DoubleClick 'The Need for Mobile Speed' (2016). The Think with Google page that hosted it now redirects elsewhere; use current Core Web Vitals data instead. Where it came from

Quote this instead: 48%
No source

The average company uses 305 SaaS apps (Zylo 2026)

Roundup sites attribute 305 apps to Zylo's 2026 SaaS Management Index. Zylo's own 2026 release gives no such count (it says app counts were largely flat); its 2025 release gave 152 apps for smaller companies and 660 for 10,000+ employees. Where it came from

Quote this instead: $9,455
Misquoted

SaaS spend per employee doubled in a year, from $4,830 to $9,455

Zylo's 2025 release gave an average of $4,830 per employee; its 2026 release gives a median of $9,455 on a larger spend base ($75B vs $40B). Average and median from different datasets cannot be compared as growth. Where it came from

Quote this instead: $9,455
Misquoted

Companies waste 30% of their cloud spend

Flexera State of the Cloud figures are respondents' own estimates of waste, not measured waste; the 2026 report gives 29%. Where it came from

Quote this instead: 29%
No source

95% of all purchases will be made online by 2040

Credited to Nasdaq (dated 2017 or 2019 depending on the site). No Nasdaq report or method has been found; roundup sites repeat each other. The official US online share is 17.1% (Q2 2026). Where it came from

Quote this instead: 17.1%
Outdated

US holiday sales topped $1 trillion for the first time in 2025

NRF's October 2025 forecast said 'just over $1 trillion' and its January 2026 Retail Monitor read was +4.1%. NRF's October 2026 release puts 2025 holiday sales at $972 billion, up 3.1%. Where it came from

Quote this instead: $972B
Misquoted

Most shopping in the US now happens online

Usually a misread of mobile share of online orders (56.4% of online holiday transactions were on smartphones, Adobe). Online sales are 17.1% of all US retail sales (Census, Q2 2026). Where it came from

Quote this instead: 17.1%
No source

60% of small businesses close within six months of a cyber attack

Traced by Nextgov (May 2017) to an uncited line in a 2011 Business Insider article, later repeated in an NCSA infographic that NCSA took down; NCSA and Symantec both said it was not their research. Where it came from

Quote this instead: 42%
Misquoted

AI-powered business email compromise caused $2.77 billion in losses in 2024

Roundup sites relabel the FBI's total BEC losses for 2024 ($2,770,151,146 across 21,442 complaints, all BEC) as 'AI-powered'. IC3's AI-related BEC losses for 2025 were about $30 million. Where it came from

Quote this instead: $893M
Misquoted

Hackers attack every 39 seconds

A 2007 University of Maryland study of brute-force attempts on four deliberately weak Linux test computers (2,244 attempts a day). It does not measure attacks on businesses or people. Where it came from

Quote this instead: 1,008,597
Outdated

The average data breach costs $4.45 million (or $4.44 million)

IBM Cost of a Data Breach 2023 ($4.45M) and 2025 ($4.44M) figures still quoted as current; the 2026 report gives $4.99M globally and $11.5M in the US. Where it came from

Quote this instead: $4.99M

Social media and internet

All Social media and internet stats
Misquoted

Most Americans use TikTok

True only for young adults (65% of 18 to 29 year olds). Among all US adults it is 37% in 2026, behind YouTube (84%), Facebook (70%) and Instagram (51%). Where it came from

Quote this instead: 37%
Misquoted

Teens have left YouTube for TikTok

TikTok is the platform teens are most often on 'almost constantly' (21%), but YouTube is still used by 92% of teens and visited daily by 76%, against 68% and 61% for TikTok. Where it came from

Quote this instead: 92%
Misquoted

Young people don't use Facebook any more

Among US adults 18 to 29, 69% use Facebook (Pew 2026). It is teens 13 to 17 where Facebook fell, from 71% in 2014-15 to 31% in 2025. Where it came from

Quote this instead: 70%
Misquoted

Half of small businesses fail in their first year

A mix-up of the five-year figure. BLS data show about half of new establishments close within five years, not one. In the first year about 78% survive. Where it came from

Quote this instead: 77.9%
Outdated

Only about 8% of small businesses use AI

The SBA Advocacy FAQ (Feb 2026) quotes 8.2% for firms under five employees, from the older Census BTOS question over Sept 2024 to Aug 2025. Census changed the question in Nov 2025; firms with 1 to 4 staff are now at 24.3%. Where it came from

Quote this instead: 24.3%
Outdated

Nearly half of small businesses do not have a website

A 2016 Clutch survey found nearly 50% of small businesses had no website. Clutch's own 2025 survey puts website ownership at 83% (vendor survey of 406 owners). Where it came from

Quote this instead: 83%
Outdated

86% of doctors use telehealth

The 2021 NCHS figure (86.5%). The same survey found 80.0% in 2024, published June 2026. Where it came from

Quote this instead: 80.0%
Misquoted

81% of doctors use AI

AMA's 2026 headline is 'awareness or use'. It adds 9% of physicians who were unsure which AI tools their practice offers to the 72% who named at least one AI use. Where it came from

Quote this instead: 72%
Outdated

The typical first-time home buyer is in their late 20s

True in the 1980s, says NAR. The median first-time buyer was 38 in the 2024 Profile and 40 in the 2025 Profile. Where it came from

Quote this instead: 40
No source

Since buyers search online, most now buy homes without an agent

A common claim after online listing sites and the 2024 commission rule changes. NAR's 2025 Profile: 52% found their home online, yet 88% bought through an agent. Where it came from

Quote this instead: 88%
Misquoted

93% of law firms use AI.

Clio's March 2025 press release for its Legal Trends for Mid-Sized Law Firms report. The headline says mid-sized firms; the body says 'mid-sized and solo'. Roundup sites drop the size band. Where it came from

Quote this instead: 71%
Misquoted

79% of lawyers use AI every day.

Clio's 2024 Legal Trends Report. Clio's own page says 79% of surveyed legal professionals use AI 'in some capacity' and only 25% widely or universally; 'daily' is not in the finding. Where it came from

Quote this instead: 71%
No source

AI will shrink the number of lawyer jobs.

Common claim in AI and legal-tech commentary. BLS projects lawyer jobs to grow 5% from 2025 to 2035 and says efficiency gains are not expected to reduce overall demand. Where it came from

Quote this instead: 5%
Misquoted

Dentistry is already about 35% consolidated into DSOs.

An unnamed advisory firm's claim, published without saying which consolidation measure it used; DentistryIQ checked it against ADA data. ADA HPI counts 16.1% of dentists as DSO-affiliated in 2024. Where it came from

Quote this instead: 16.1%
No source

Most dentists no longer own their practice.

Repeated in DSO and consolidation coverage. ADA HPI: 72.5% of US dentists were practice owners in 2023 (down from 84.7% in 2005). Where it came from

Quote this instead: 72.5%

Home services marketing

All Home services marketing stats
Misquoted

More than 70% of home service pros use AI.

Contractor Magazine headline (3 Jun 2025) on Housecall Pro's 2025 survey: over 70% had tried AI tools, about 40% used AI actively. Housecall Pro's 2026 survey finds 48% actively use AI; ServiceTitan's April 2026 survey finds about 25% of residential contractors do. Where it came from

Quote this instead: 48%
No source

The US home services market is worth $600 billion.

Agency and roundup pages give conflicting market sizes ($226B, about $600B, $650-750B) without a primary source or a shared definition. Where it came from

Misquoted

79% of companies have adopted AI agents

PwC asked 300 US senior executives in May 2025 whether AI agents are "being adopted" in their companies, which counts agent features in everyday apps. Gartner's 2026 CIO survey puts deployed agents at 17%. Where it came from

Quote this instead: 62%
Misquoted

40% of enterprise apps already have AI agents

A Gartner prediction (Aug 2025) that 40% of enterprise apps will include task-specific agents by the end of 2026, up from less than 5% in 2025. It is a forecast, not a measurement. Where it came from

Misquoted

Over 40% of AI agent projects have failed

Gartner predicted (Jun 2025) that over 40% of agentic AI projects will be canceled by the end of 2027. It is a prediction, not a count of failures. Where it came from

Reconciled

Same question, different answers

The different numbers you see quoted are often all real: they come from different panels, years and questions. Here they are side by side.

What share of US businesses use AI?

NumberWhenWho measuredWhy it differs
24.6%5-18 Oct 2026US Census Bureau, BTOSEvery US employer firm counts once, and most are small. Asks about AI in a business function in the last two weeks.
32% of jobsNov 2025 - Jan 2026Census working paper CES-WP-26-25Same Census survey weighted by employment: 18% of firms, but they hold 32% of jobs.
46%Sep - Nov 2025Federal Reserve Banks, Small Business Credit SurveySmall employer firms (1-499 staff), convenience sample; counts use by the business or any employee.
78%Summer 2026NBER w34836Nearly 9,000 senior executives in seven countries; bigger firms weigh more.
78% of workersNov 2025Atlanta Fed Survey of Business Uncertainty (via Fed note)Share of the labor force at AI-adopting firms, not a share of firms.
88%Jun - Jul 2025McKinsey global surveyShare of 1,993 respondents worldwide; 38% work at $1B+ firms.
20.2%2025OECDFirms in OECD countries with data, mostly 10+ staff; not US only.
19.95%2025EurostatEU enterprises with 10+ staff; not US.

How many US workers use generative AI at work?

NumberWhenWho measuredWhy it differs
One in fourOct 2025Federal Reserve, SHEDUsed it at work in the prior month.
About 41%Nov 2025Real-Time Population Survey (via Fed note)Share of the workforce using GenAI for work; a broader question.
38%Feb 2026Pew Research CenterEmployed adults who use chatbots for tasks at work, at any time.
20.8% of firmsNov 2025 - Feb 2026Census BTOS AI supplementShare of firms whose employees used generative AI in the last six months; counts firms, not workers.

What share of companies use AI agents?

NumberWhenWho measuredWhy it differs
62%Jul - Aug 2026KPMG AI Quarterly Pulse314 US leaders at $1B+ firms; counts building, deploying or developing.
79%May 2025PwC AI agent survey300 US senior executives; "being adopted" includes agent features in apps.
23% scaling, 62% at least experimentingJun - Jul 2025McKinseyGlobal respondents; scaling means expanding in at least one function.
40% vs 22%May - Jun 2026McKinseyScaling agents: respondents at $1B+ organizations vs smaller ones.
17%2026 surveyGartner CIO and Technology Executive SurveyOrganizations that have deployed AI agents; a stricter test.

What share of Google searches end with no click?

NumberWhenWho measuredWhy it differs
49%2019SparkToro / Jumpshot panelFirst SparkToro study; a now-defunct panel, US. Not comparable with later panels.
64.82%2020SparkToro / SimilarwebWorldwide, not US, desktop and mobile; often misquoted as US. Same post gives US Q4 2020 as 68.3%.
58.5%Sep 2022-May 2024SparkToro / Datos panelUS; few iPhones in the panel; weighted 63% mobile.
60.45%2024 (restated)SparkToro, 2026 postThe 2026 post restates the 2024 US figure as 60.45%; it does not explain the change from 58.5%.
68.01%Jan-Apr 2026SparkToro / Similarweb panelUS, browser searches on desktop and mobile; Google app excluded; SparkToro calls the comparison with earlier years 'a bit of apples and oranges'.
62.1% to 69.5%Jan-Apr 2026SparkToro / Similarweb, six countriesGermany lowest, UK highest; same panel and period, so these can be compared with each other.

How much do AI Overviews cut clicks?

NumberWhenWho measuredWhy it differs
15% to 8%Mar 2025Pew Research Center, 900 US adults, 68,879 searchesShare of search visits with a click on a normal result, without vs with an AI summary. Real tracked browsing; Google only; one month.
1%Mar 2025Pew Research CenterVisits where a link inside the AI summary was clicked.
16% to 26%Mar 2025Pew Research CenterShare of results pages after which the browsing session ended, without vs with a summary.
-34.5%Mar 2024 vs Mar 2025Ahrefs, 300,000 keywords (vendor)Click rate of the number one result, desktop, vs a forecast without AI Overviews.
-58%Dec 2023 vs Dec 2025Ahrefs update (vendor)Same method, two-year gap and new baseline, so not a trend from -34.5%. Positions 2-10 also lose (-50.8% to -19.4%).
nearly 60%2026SparkToro (citing Ahrefs)Restates the Ahrefs figure; not a separate measurement.

How much did US holiday sales grow in 2025?

NumberWhenWho measuredWhy it differs
+4.1%Nov-Dec 2025, read 12 Jan 2026NRF, CNBC/NRF Retail MonitorEarly read from card transaction data, before Census December data
+3.1% ($972B)Nov-Dec 2025, stated 15 Oct 2026NRFBased on Census data; core retail without cars, gas and restaurants
+6.8% ($257.8B)Nov-Dec 2025Adobe Analytics (vendor)Online spending only, from retailer site data

How many Americans use buy now, pay later?

NumberWhenWho measuredWhy it differs
21.2%2022CFPBConsumers with a credit record, from six lenders' loan data matched to credit files
16%Year to Oct 2025Federal Reserve Board, SHEDSurvey of US adults, self-reported use in the past year
$20BNov-Dec 2025Adobe Analytics (vendor)Dollar value of online holiday spending paid with BNPL, not a share of people

How big is US digital video advertising?

NumberWhenWho measuredWhy it differs
$78B2025IAB/PwC Internet Advertising Revenue ReportRevenue reported by ad sellers; includes CTV, social video, online video and short-form video
over $80B2026 projectionIAB with Guideline and Advertiser PerceptionsAgency billing data plus a buyer survey; growth of 11% implies a 2025 base below $78B, so the two methods differ

Does AI make developers faster? Why studies disagree

NumberWhenWho measuredWhy it differs
55.8% faster2022 test, published 2023GitHub Copilot experiment (arXiv 2302.06590)95 Upwork freelancers, one new JavaScript task, early Copilot.
19% slowerFeb to Jun 2025METR randomized trial16 experienced developers on their own large repositories, early-2025 tools; METR now calls it out of date.
-18% for returning developersAug 2025 to early 2026METR update, Feb 2026Late-2025 tools; METR reads it as some evidence of speed-up but says selection effects make it weak evidence.
73% daily useJun to Aug 2026Stack Overflow Developer Survey 2026Self-reported use, not measured speed.

Do developers trust AI? 2025 vs 2026 Stack Overflow numbers

NumberWhenWho measuredWhy it differs
33% trust, 46% distrust2025Stack Overflow Developer Survey 2025Five-point trust scale on AI accuracy.
48% trust when easy to verify; 6.6% for important decisions2026Stack Overflow Developer Survey 2026New answer options about when people trust AI; not comparable as a trend.

How much did Americans lose to online fraud and cybercrime in 2025?

NumberWhenWho measuredWhy it differs
$20.877B2025FBI IC3All complaints to IC3, including businesses (BEC, ransomware).
$15.9B2025FTC Consumer SentinelConsumer fraud reports to the FTC; some victims report to both, so do not add them.

What does a data breach cost?

NumberWhenWho measuredWhy it differs
$11.5MMar 2025 to Feb 2026IBM / Ponemon, US averageBreaches of 2,590 to 115,380 records at 602 organizations; includes detection, lost business, response.
$4.99MMar 2025 to Feb 2026IBM / Ponemon, global averageSame study, all 16 countries and regions.
$20,6992025FBI IC3, average loss per complaintMoney lost by complainants, mostly individuals; not breach response costs.

SaaS spend per employee: $4,830 or $9,455?

NumberWhenWho measuredWhy it differs
$4,8302024 data, published Jan 2025Zylo SaaS Management Index 2025Average; $40B spend under management.
$9,4552025 data, published Jan 2026Zylo SaaS Management Index 2026Median; $75B spend under management. Different measure and base.

How many small businesses are there in the US?

NumberWhenWho measuredWhy it differs
36.2M2022 data (FAQ Feb 2026)SBA Office of AdvocacyAll firms under 500 employees, including one-person firms with no payroll
6.4M2022SBA Advocacy from Census Statistics of US BusinessesOnly small firms with paid employees (6,395,635)
29.8M2022SBA Advocacy from Census Nonemployer StatisticsOnly firms with no employees (29,811,495), mostly sole proprietors
4.34M2025 state profilesSBA Office of AdvocacyCalifornia alone, the state with the most

What share of small businesses use AI?

NumberWhenWho measuredWhy it differs
8.2%Sept 2024 to Aug 2025SBA Advocacy FAQ from Census BTOSFirms under five employees; older BTOS question (AI used to produce goods or services)
24.3%Wave 5-18 Oct 2026Census BTOSFirms with 1 to 4 employees; current question (AI in any business function, last two weeks)
17.9%17 Nov 2025 to 8 Feb 2026Census BTOS AI supplementAll employer firms, pooled winter waves; not comparable with the biweekly series
46%Sept to Nov 2025Federal Reserve Small Business Credit SurveyEmployer firms under 500 staff; counts any use by the business or its employees; convenience sample of 6,525

How many US doctors use AI?

NumberWhenWho measuredWhy it differs
72%Jan to Feb 2026AMA physician surveyNamed at least one AI use case in their practice
81%Jan to Feb 2026AMA physician survey (headline)Adds 9% who were unsure which AI tools their practice offers
38%2023AMA physician surveyEarlier wave without the 'unsure' option; AMA warns waves are not strictly comparable
71%2024ASTP/ONC from AHA IT SupplementHospitals, not doctors: predictive AI built into the EHR

What share of US home buyers are first-time buyers?

NumberWhenWho measuredWhy it differs
21%Jul 2024 to Jun 2025NAR Profile of Home Buyers and SellersAnnual mail survey of 6,103 primary-residence buyers
24%Jul 2023 to Jun 2024NAR Profile of Home Buyers and SellersPrevious year of the same survey
31%Sept 2026NAR REALTORS Confidence IndexMonthly survey of agents about closed sales; different respondents and period

How many lawyers use AI: 30%, 71% or 93%?

NumberWhenWho measuredWhy it differs
71% / 75%2026Clio, solo and small firm reportSolo practitioners / small firms using AI to complete legal work; vendor survey.
93%2025 (2024 survey)Clio, mid-sized firm reportMid-sized firms only; any AI use, with over half using it widely.
30.2%Oct-Dec 2024ABA Legal Technology Survey (Check first)Asks whether the attorney's office uses AI-based tools; 512 respondents. Not yet verified on americanbar.org.

What share of home service contractors use AI: 25% or 48%?

NumberWhenWho measuredWhy it differs
25%2026 (released Apr 2026)ServiceTitan / Thrive Analytics1,000 residential contractor owners and managers; 'currently using AI'.
48%May-Jun 2026Housecall Pro248 home service pros, mostly owners of small firms on its platform; 'actively use AI in their business'.

Every checked number links to its original source. Free to cite with a link to the stat page.