Shoppers now use about twice as many channels on average to make purchases as they did ten years ago

Buyer behaviour

as many channels are used to make purchases by shoppers compared to a decade ago

Reader Note:: The article states this without a footnote - no survey, period or source is given for the comparison, and the two periods being compared are not defined.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed source. The article combines several McKinsey surveys and case examples, including an AI Discovery Survey (August 2025, n=1,927), a McKinsey Global Survey on marketers (March 2026, n=521), and a McKinsey Global Survey on marketing executives (May 2026, n=26). Selection details are not disclosed in the article.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device