Marketing statistics: 850+ graded insights

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

86.4%

drop in Reddit's citation share in ChatGPT Search between July 18–August 7 and August 14–17, 2026

Changing badge strength (urgency, discount, or scarcity) usually did little for AI recommendations, while the star score was the clearest exception — and the only change that actually boosted recommendations

80%

of AI assistant citations do not rank anywhere in Google for the original query

Google users clicked a traditional search result on 8% of visits where an AI summary appeared, against 15% of visits where none did

Google user actions on search pages with vs without AI summaries (March 2025)
Action	Pages with AI summary	Pages without AI summary
Clicking on a link in the AI summary	1	—
Clicking on a link from the search results	8	15
Ending their browsing session	26	16
Continuing to search Google	32	35
Leaving Google to browse a different site	34	33

AI Overviews now appear for 48% of monitored queries, up from about 31% one year ago.

Average share of search queries showing an AI Overview (AIO), by month (%)
Time Period	Average AIO Presence (%)
Feb 2025	31%
Mar 2025	33%
Apr 2025	33%
May 2025	37%
Jun 2025	42%
Jul 2025	44%
Aug 2025	47%
Sep 2025	46%
Oct 2025	44%
Nov 2025	45%
Dec 2025	46%
Jan 2026	47%

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Higher prices consistently made every AI model less likely to choose a product for recommendation

12%

of links cited by AI assistants show up in Google's top 10 search results for the same prompt

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

Structure boosts citation odds: clean heading hierarchies, FAQs, and schema earn citations at 2 to 2.8 times the rate of unstructured pages

Structural attributes: ChatGPT-cited pages vs Google-only top SERPs
Attribute	ChatGPT-Cited (%)	Google Only (%)
Single H1 Present	86.8%	64.2%
Lists Sections Exist	78.3%	26.8%
Proper Heading Alignment	68.7%	23.9%
Rich Schema	60.5%	24.5%

Only about 17% of AI Overview citations also rank in the organic top 10, while just over half are somewhere in the top 100.

Share of AI Overview citations also ranking in organic top 10 vs top 100 by month
Month	Sources cited in AIO also ranking in organic top 10 (%)	Sources cited in AIO ranking somewhere in top 100 (%)
Feb 2025	16.4%	48.7%
Mar 2025	16.1%	49.7%
Apr 2025	16.9%	50.8%
May 2025	16.1%	51%
Jun 2025	16.8%	52.8%

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90%

Share of pages ChatGPT cites that rank below position 21 in Google

Optimizing for Google organic search remains the main way to get cited in major AI search products.

Self-promotional listicles can help short-term in AI search but are already being targeted for demotion by Google.

16.39%

of ChatGPT retrieved pages are product pages, now more than listicles

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

Most marketers are making or planning changes to performance measurement for the AI web, mainly tracking brand visibility and citations in AI tools

AI's impact on planning and measurement approaches: current/planned changes to performance measurement for the AI web
Change	Share of respondents (%)
Measuring brand visibility/citations in AI tools	48%
Using branded search/direct traffic as proxies	44%
Using 3P AI-driven discovery analysis tools	40%
Monitoring AI platform interactions/referrals	31%
Increasing use of incrementality tests	30%
Using modeled measurement (probabilistic)	30%
Refining fraud detection for legitimate agents	28%
Placing less weight on website traffic	26%
Establishing direct AI-platform partnerships	23%
Using consumer surveys or self-reported data	21%

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Buyers often use Google Search or visit a cited website directly after seeing a brand mentioned in an AI answer

Product ratings are the only badge that helped every AI model in every product category to get recommended more often

In Fashion, AI use cases are spread evenly, with personal styling slightly ahead

Adding JSON-LD schema to already AI-cited pages did not lift citations on Google AI Mode or ChatGPT, and their AI Overviews citations fell slightly against matched pages

Effect of adding JSON-LD schema on AI citation rates by platform
AI source	Effect on citations (%)
Google AIO	-4.6%
Google AI Mode	2.4%
ChatGPT	2.2%

70% of the time, when a brand's own listicle is cited in a Google AI Overview, the brand is left out and the listicle is used to recommend a competitor instead

Outcomes when brands' own listicles are cited by Google AI Overviews (184 listicles)
Outcome when listicle was cited	Number of listicles	Share of listicles (%)
Brand left out, and its listicle was used to recommend a competitor	129	70%
Brand left out, and the listicle wasn't cited next to any brand's recommendation	21	11%
Brand recommended, but its listicle was used to recommend a competitor	8	4%
Brand recommended, and its listicle backed both the brand and competitors	12	7%
Brand recommended, and its listicle backed only the brand itself	6	3%

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A brand's mention rate in AI answers differs by model, by language and by question type, so one overall visibility figure is not enough

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