So far on an SP4 I managed over 11 hours and might make it over 12. However, 9 looks like a very achievable average for my web browsing but each persons usage is unique. I used IE with Flash disabled and Ad Blocking, not Edge which currently doesnt have AD blocking (when it gets it we'll see what it does). There's no way you'll get there with the current AD laden Internet without AD blocking.
My test consists of almost continuous use with only a few minutes of Connected Standby time with Screen set to 32%, almost never shutting off. Continuous use may entail; page reading and scrolling, typing as in this post, multiple tabs open, bouncing from site to site, copying and pasting, flipping back and forth, sniping screen shots, saving, and uploading, video clips, using other apps occasionally, installing updates...
Yesterday and today I had some longer connected standby times and battery life was reduced from my previous continuous use times even with the "updated battery driver" (not sure this really does anything). It could be there are maintenance tasks waiting for a free moment to "help me" optimize my computer eating up battery when I'm away. TBD.
With moderately conservative settings Id think 7 hrs should be achievable by most on SP4 (more on SB) although everyone has their own preferences for how they want to work. I don't think more than 50% brightness is going to get you there maybe not even more than 40%. I suppose some don't want to be bothered and just blaze away, like driving 85 on the highway, to low battery life. To each their own. In addition to the screen, other heavy battery users are likely syncing frequently with OneDrive, or other things that cause a lot of CPU, network or disk activity.