Industries / Consumer

Consumer

Review publishers and video decide consumer shortlists, and answers in local languages lean even harder on earned media.

204k
AI answers analysed
87%
Answers citing sources
7.6
Sources per answer
45%
Largest source type
Earned media

Three things to know

Sources
45%
of consumer citations come from earned media

Reviewers write the shortlist

The highest of any sector. TechRadar (24%), RTINGS (21%) and What Hi-Fi? (15%) outrank every brand website.

Engines
50%
of Google AI Overviews consumer answers cite YouTube

Google’s AI shops on YouTube

AI Mode cites YouTube in 42% of consumer answers and ChatGPT in just 6%. Product video is a major input to Google’s answers.

Markets
58%
of citations in French-language answers are earned media

Local languages trust local reviewers

Up from 40% in English. In Germany, CHIP, HIFI.DE and COMPUTER BILD lead, so an English-only media plan misses the source set.

Explore Consumer

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Insights for consumer

Consumer in AI search

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