A live data story · refreshed weekly
How AI
shops for Britain
We ask ChatGPT, Claude and Gemini the questions real UK consumers ask — every week, across 67 categories — and record exactly which brands they recommend and which sources they trust. This is what the answers say.
0 AI answers · 0 brands tracked · measured, never estimated
Chapter one · Concentration
Used Cars is a monarchy. Pet Care is a bazaar.
The share of brand mentions captured by each category's top three. In used cars, three brands take 100% of everything AI says; in pet care, 31 brands split the answers and the top three manage just 21%.
The data behind this chart
| Category | Top-3 presence share | Leader | Leader visibility | Brands named |
|---|---|---|---|---|
| Used Cars | 100% | Auto Trader | 7% | 3 |
| Budget Hotels | 72% | Premier Inn | 40% | 13 |
| Video Games | 72% | PlayStation | 87% | 21 |
| Property Portals & Agents | 68% | Zoopla | 32% | 13 |
| Budget Gyms | 68% | The Gym Group | 80% | 15 |
| Food Delivery | 68% | Uber Eats | 65% | 24 |
| Pain Relief | 67% | Ibuprofen | 90% | 21 |
| Health Insurance | 67% | Bupa | 43% | 13 |
| Smartphones | 65% | Samsung | 60% | 17 |
| Solar & Heat Pumps | 53% | Octopus Energy | 13% | 16 |
| Package Holidays, Cruises & Tours | 53% | Booking.com | 47% | 23 |
| Opticians & Eyecare | 52% | Specsavers | 27% | 14 |
| Marketplaces & Resale | 51% | eBay | 57% | 22 |
| Price Comparison Sites | 51% | Money.co.uk | 18% | 12 |
| Soft Drinks | 50% | Fanta | 40% | 22 |
| Life Insurance | 49% | Aviva | 30% | 12 |
| Discount Stores | 49% | B&M | 43% | 20 |
| Home Insurance | 48% | More Than | 22% | 16 |
| Bed-in-a-Box Mattresses | 48% | Simba | 20% | 17 |
| Dental Care | 48% | Invisalign | 8% | 12 |
| Energy Suppliers | 47% | Octopus Energy | 20% | 11 |
| Long-Haul Airlines | 46% | British Airways | 40% | 18 |
| Parcel Delivery | 46% | Royal Mail | 93% | 17 |
| Job Boards | 45% | 58% | 33 | |
| Supermarkets | 44% | Tesco | 35% | 20 |
| Pet Insurance | 43% | Agria | 23% | 19 |
| Running Shoes | 43% | Asics | 43% | 16 |
| Fashion & Clothing | 43% | Very | 28% | 19 |
| Laptops | 42% | Lenovo | 62% | 16 |
| Mobile Networks | 41% | Three | 88% | 28 |
| Watches & Jewellery | 40% | Rolex | 28% | 23 |
| Streaming Services | 40% | Netflix | 65% | 32 |
| Pensions | 40% | Hargreaves Lansdown | 10% | 14 |
| Food-to-Go & Bakeries | 39% | Greggs | 42% | 27 |
| Dermatological Skincare | 38% | Aveeno | 18% | 18 |
| Payments & BNPL | 38% | Apple Pay | 48% | 28 |
| Furniture & Homeware | 37% | IKEA | 32% | 25 |
| Broadband | 36% | Virgin Media | 45% | 21 |
| Car Leasing | 36% | First Vehicle Leasing | 5% | 14 |
| Online Learning | 36% | Coursera | 25% | 35 |
| Mortgages | 35% | Halifax | 12% | 20 |
| Digital Current Accounts | 35% | Monzo | 43% | 33 |
| Private Healthcare | 35% | Bupa | 20% | 22 |
| Luxury SUVs & 4x4s | 35% | Mercedes-Benz | 37% | 30 |
| Investment Platforms | 35% | Capital.com | 40% | 26 |
| Car Insurance | 35% | Admiral | 20% | 24 |
| Betting & Gaming | 33% | bet365 | 30% | 28 |
| Electric Cars | 33% | Tesla | 40% | 27 |
| Security Software & VPNs | 33% | Microsoft Defender | 35% | 36 |
| Fitted Kitchens | 32% | DIY Kitchens | 8% | 21 |
| Conveyancing, Wills & Probate | 32% | Co-op Legal Services | 7% | 18 |
| Credit Cards | 32% | Barclaycard | 23% | 22 |
| Universities | 32% | University of Oxford | 22% | 24 |
| Vitamins & Supplements | 30% | Boots | 8% | 22 |
| Business Banking | 30% | Xero | 43% | 31 |
| Champagne & Cognac | 29% | Dom Pérignon | 25% | 28 |
| Household Cleaning Products | 29% | Dettol | 20% | 33 |
| Cloud Storage & Web Hosting | 28% | Google Drive | 53% | 48 |
| Fashion & Leather Goods | 28% | Hermès | 30% | 38 |
| Fuel & EV Charging | 28% | BP | 28% | 32 |
| Haircare | 26% | L'Oréal Paris | 33% | 30 |
| Budgeting & Bookkeeping Apps | 24% | Emma | 38% | 49 |
| Fragrance & Beauty | 24% | Charlotte Tilbury | 7% | 22 |
| Productivity Apps | 23% | Apple Notes | 62% | 55 |
| Chocolate | 22% | Melt Chocolates | 33% | 45 |
| Consumer Electronics & Appliances | 22% | Bosch | 17% | 26 |
| Pet Care | 21% | Zooplus | 10% | 31 |
Chapter two · The default brands
Every category has a king — and 42 thrones changed hands.
The most-named brand in each category's answers. In 42 of 67 categories the AI answer leader is not the market leader we seeded — Zoopla outranks Rightmove in property portals & agents.
Parcel Delivery
Royal Mail
named in 93% of answers
Pain Relief
Ibuprofen
named in 90% of answers
upset · expected Nurofen
Mobile Networks
Three
named in 88% of answers
upset · expected EE
Video Games
PlayStation
named in 87% of answers
Budget Gyms
The Gym Group
named in 80% of answers
upset · expected PureGym
Food Delivery
Uber Eats
named in 65% of answers
upset · expected Deliveroo
Streaming Services
Netflix
named in 65% of answers
Laptops
Lenovo
named in 62% of answers
What AI wants
Some categories AI recommends on love. Others on habit.
Every answer describes a brand in three ways: how much it stands out, how much it belongs, and how much it is returned to. The balance is not the same everywhere. Smartphones leans hardest on attraction (37% of its desire mix); Dermatological Skincare hardest on attachment (37%).
Smartphones
Bed-in-a-Box Mattresses
Champagne & Cognac
Watches & Jewellery
Laptops
Luxury SUVs & 4x4s
Food Delivery
Budget Hotels
Electric Cars
Haircare
AttractionAffinityAttachment
Shares are of each category's own desire and sum to 100, which is what makes categories comparable. See the full AI Desire Index →
Chapter three · The citation establishment
Britain has a citation establishment.
reddit.com and youtube.com are cited in 63 of 67 categories — from credit cards to skincare. A small set of trusted referees decides what AI believes, whatever the topic. Each green cell is one category where the domain is cited.
reddit.com
63/67 · 407
youtube.com
54/67 · 246
gov.uk
50/67 · 567
which.co.uk
45/67 · 180
facebook.com
35/67 · 72
moneysavingexpert.com
33/67 · 193
theguardian.com
33/67 · 60
forbes.com
23/67 · 53
moneyhelper.org.uk
22/67 · 257
moneysupermarket.com
21/67 · 109
The data behind this chart
| Domain | Categories cited in | Citations |
|---|---|---|
| reddit.com | 63 of 67 | 407 |
| youtube.com | 54 of 67 | 246 |
| gov.uk | 50 of 67 | 567 |
| which.co.uk | 45 of 67 | 180 |
| facebook.com | 35 of 67 | 72 |
| moneysavingexpert.com | 33 of 67 | 193 |
| theguardian.com | 33 of 67 | 60 |
| forbes.com | 23 of 67 | 53 |
| moneyhelper.org.uk | 22 of 67 | 257 |
| moneysupermarket.com | 21 of 67 | 109 |
| citizensadvice.org.uk | 21 of 67 | 98 |
| independent.co.uk | 20 of 67 | 36 |
Chapter four · Read is not cited
AI reads your website. It cites it 26% of the time.
Across every category, Claude and ChatGPT opened 5,406 brand-owned pages while answering — and put just 1,414 of them in their cited sources. Dental Care brands convert best (69%); fragrance & beauty worst (0%).
0
brand pages read
0
actually cited
Dental Care69%
Car Leasing47%
Consumer Electronics & Appliances44%
Soft Drinks43%
Conveyancing, Wills & Probate42%
Champagne & Cognac41%
Life Insurance41%
Dermatological Skincare40%
Pain Relief40%
Household Cleaning Products39%
Energy Suppliers38%
Property Portals & Agents37%
Pensions37%
Home Insurance36%
Fuel & EV Charging36%
Betting & Gaming35%
Credit Cards35%
Price Comparison Sites35%
Job Boards34%
Vitamins & Supplements33%
Haircare33%
Productivity Apps33%
Solar & Heat Pumps32%
Electric Cars32%
Online Learning32%
Budgeting & Bookkeeping Apps32%
Fashion & Clothing31%
Furniture & Homeware30%
Bed-in-a-Box Mattresses30%
Car Insurance29%
Chocolate28%
Mortgages28%
Budget Gyms28%
Universities28%
Opticians & Eyecare28%
Investment Platforms27%
Health Insurance27%
Fashion & Leather Goods27%
Parcel Delivery27%
Food-to-Go & Bakeries26%
Cloud Storage & Web Hosting26%
Security Software & VPNs26%
Digital Current Accounts25%
Business Banking24%
Discount Stores24%
Used Cars23%
Mobile Networks22%
Pet Care22%
Fitted Kitchens22%
Video Games22%
Pet Insurance22%
Laptops21%
Private Healthcare21%
Food Delivery20%
Payments & BNPL19%
Marketplaces & Resale19%
Long-Haul Airlines19%
Luxury SUVs & 4x4s19%
Broadband19%
Running Shoes19%
Streaming Services18%
Supermarkets18%
Smartphones18%
Package Holidays, Cruises & Tours17%
Watches & Jewellery16%
Budget Hotels13%
Fragrance & Beauty0%
The data behind this chart
| Category | Brand pages read | Cited | Conversion |
|---|---|---|---|
| Dental Care | 13 | 9 | 69% |
| Car Leasing | 83 | 39 | 47% |
| Consumer Electronics & Appliances | 50 | 22 | 44% |
| Soft Drinks | 7 | 3 | 43% |
| Conveyancing, Wills & Probate | 38 | 16 | 42% |
| Champagne & Cognac | 17 | 7 | 41% |
| Life Insurance | 66 | 27 | 41% |
| Dermatological Skincare | 20 | 8 | 40% |
| Pain Relief | 5 | 2 | 40% |
| Household Cleaning Products | 23 | 9 | 39% |
| Energy Suppliers | 24 | 9 | 38% |
| Property Portals & Agents | 43 | 16 | 37% |
| Pensions | 46 | 17 | 37% |
| Home Insurance | 36 | 13 | 36% |
| Fuel & EV Charging | 28 | 10 | 36% |
| Betting & Gaming | 34 | 12 | 35% |
| Credit Cards | 80 | 28 | 35% |
| Price Comparison Sites | 63 | 22 | 35% |
| Job Boards | 64 | 22 | 34% |
| Vitamins & Supplements | 24 | 8 | 33% |
| Haircare | 21 | 7 | 33% |
| Productivity Apps | 140 | 46 | 33% |
| Solar & Heat Pumps | 28 | 9 | 32% |
| Electric Cars | 44 | 14 | 32% |
| Online Learning | 82 | 26 | 32% |
| Budgeting & Bookkeeping Apps | 152 | 48 | 32% |
| Fashion & Clothing | 55 | 17 | 31% |
| Furniture & Homeware | 76 | 23 | 30% |
| Bed-in-a-Box Mattresses | 61 | 18 | 30% |
| Car Insurance | 59 | 17 | 29% |
| Chocolate | 88 | 25 | 28% |
| Mortgages | 60 | 17 | 28% |
| Budget Gyms | 57 | 16 | 28% |
| Universities | 25 | 7 | 28% |
| Opticians & Eyecare | 123 | 34 | 28% |
| Investment Platforms | 159 | 43 | 27% |
| Health Insurance | 104 | 28 | 27% |
| Fashion & Leather Goods | 67 | 18 | 27% |
| Parcel Delivery | 195 | 52 | 27% |
| Food-to-Go & Bakeries | 68 | 18 | 26% |
| Cloud Storage & Web Hosting | 194 | 51 | 26% |
| Security Software & VPNs | 132 | 34 | 26% |
| Digital Current Accounts | 179 | 45 | 25% |
| Business Banking | 235 | 57 | 24% |
| Discount Stores | 21 | 5 | 24% |
| Used Cars | 13 | 3 | 23% |
| Mobile Networks | 107 | 24 | 22% |
| Pet Care | 68 | 15 | 22% |
| Fitted Kitchens | 41 | 9 | 22% |
| Video Games | 139 | 30 | 22% |
| Pet Insurance | 144 | 31 | 22% |
| Laptops | 212 | 44 | 21% |
| Private Healthcare | 261 | 54 | 21% |
| Food Delivery | 130 | 26 | 20% |
| Payments & BNPL | 175 | 34 | 19% |
| Marketplaces & Resale | 135 | 26 | 19% |
| Long-Haul Airlines | 110 | 21 | 19% |
| Luxury SUVs & 4x4s | 100 | 19 | 19% |
| Broadband | 37 | 7 | 19% |
| Running Shoes | 183 | 34 | 19% |
| Streaming Services | 125 | 23 | 18% |
| Supermarkets | 22 | 4 | 18% |
| Smartphones | 113 | 20 | 18% |
| Package Holidays, Cruises & Tours | 18 | 3 | 17% |
| Watches & Jewellery | 74 | 12 | 16% |
| Budget Hotels | 8 | 1 | 13% |
| Fragrance & Beauty | 2 | 0 | 0% |
Chapter five · Within the category
Education behaves like one market. Health behaves like 6.
Every category here is really several — Finance is credit cards and mortgages and pensions. Alikeness scores how tightly a category's sub-categories cluster on concentration, leader visibility, model agreement and read→cited, against the spread across the whole programme: 100 is indistinguishable, 0 is as far apart as any two categories picked at random. In 1 of 20 categories one brand leads more than one sub-category — Bupa holds 2 of Health's 6 crowns.
The data behind this chart
| Category | Sub-categories | Alikeness | Concentration | Leader visibility | Model agreement | Read→cited | Shared leader |
|---|---|---|---|---|---|---|---|
| Education | 2 | 90 | 32–36% (0.13×) | 22–25% (0.08×) | 50–50% (0.00×) | 28–32% (0.19×) | — |
| Insurance | 2 | 78 | 35–48% (0.46×) | 20–22% (0.04×) | 50–50% (0.00×) | 29–36% (0.37×) | — |
| Travel | 3 | 71 | 46–72% (0.75×) | 40–47% (0.15×) | 100–100% (0.00×) | 13–19% (0.27×) | — |
| Grocery | 2 | 68 | 44–49% (0.16×) | 35–43% (0.19×) | 0–50% (0.66×) | 18–24% (0.28×) | — |
| Energy | 2 | 60 | 28–47% (0.66×) | 20–28% (0.19×) | 0–50% (0.66×) | 36–38% (0.09×) | — |
| Beauty | 2 | 57 | 26–38% (0.40×) | 18–33% (0.35×) | 0–50% (0.66×) | 33–40% (0.33×) | — |
| Pets | 2 | 56 | 21–43% (0.76×) | 10–23% (0.31×) | 0–50% (0.66×) | 22–22% (0.03×) | — |
| Home | 3 | 54 | 29–48% (0.53×) | 20–32% (0.26×) | 50–100% (0.62×) | 30–39% (0.44×) | — |
| Telecoms | 2 | 50 | 36–41% (0.17×) | 45–88% (1.01×) | 50–100% (0.66×) | 19–22% (0.18×) | — |
| Sport | 2 | 45 | 43–68% (0.85×) | 43–80% (0.85×) | 100–100% (0.00×) | 19–28% (0.48×) | — |
| Luxury | 4 | 40 | 24–40% (0.40×) | 7–30% (0.43×) | 0–50% (0.57×) | 0–41% (1.51×) | — |
| Food | 3 | 35 | 22–68% (1.27×) | 33–65% (0.62×) | 50–100% (0.62×) | 20–28% (0.36×) | — |
| Finance | 9 | 34 | 30–51% (0.46×) | 10–48% (0.64×) | 0–100% (0.88×) | 19–41% (0.66×) | — |
| Property | 3 | 32 | 32–68% (1.00×) | 8–32% (0.47×) | 0–50% (0.62×) | 22–37% (0.64×) | — |
| Professional | 2 | 30 | 32–45% (0.41×) | 7–58% (1.20×) | 0–100% (1.31×) | 34–42% (0.39×) | — |
| Technology | 6 | 25 | 23–65% (0.97×) | 35–62% (0.51×) | 0–100% (1.07×) | 18–33% (0.54×) | — |
| Entertainment | 3 | 16 | 33–72% (1.14×) | 30–87% (1.09×) | 50–100% (0.62×) | 18–35% (0.73×) | — |
| Retail | 4 | 9 | 22–51% (0.74×) | 17–93% (1.38×) | 0–100% (1.09×) | 19–44% (0.90×) | — |
| Automotive | 4 | 8 | 33–100% (1.92×) | 5–40% (0.76×) | 0–100% (0.93×) | 19–47% (1.07×) | — |
| Health | 6 | 1 | 30–67% (0.97×) | 8–90% (1.31×) | 0–100% (1.00×) | 21–69% (1.59×) | Bupa (2) |
Model agreement
In 18 categories, every model names a different winner.
Consensus is the exception: the models agree on the leading brand in only 21 of 67 categories, and disagree most in fragrance & beauty. A brand that owns one assistant can be invisible in another — which makes "our AI visibility" a question with three different answers.
Top-five overlap between models: Claude ↔ Gemini: 45%Claude ↔ ChatGPT: 42%Gemini ↔ ChatGPT: 49%
The data behind this chart
| Category | Leaders named | Agreement | Top-5 overlap |
|---|---|---|---|
| Mobile Networks | Claude: Three · Gemini: Three · ChatGPT: Three | 100% | 100% |
| Running Shoes | Claude: Asics · Gemini: Asics · ChatGPT: Asics | 100% | 100% |
| Electric Cars | Claude: Tesla · Gemini: Tesla · ChatGPT: Tesla | 100% | 67% |
| Life Insurance | Claude: Aviva · Gemini: Aviva · ChatGPT: Aviva | 100% | 67% |
| Opticians & Eyecare | Claude: Specsavers · Gemini: Specsavers · ChatGPT: Specsavers | 100% | 67% |
| Budget Gyms | Claude: The Gym Group · Gemini: The Gym Group · ChatGPT: The Gym Group | 100% | 57% |
| Pain Relief | Claude: Ibuprofen · Gemini: Ibuprofen · ChatGPT: Ibuprofen | 100% | 57% |
| Parcel Delivery | Claude: Royal Mail · Gemini: Royal Mail · ChatGPT: Royal Mail | 100% | 50% |
| Marketplaces & Resale | Claude: eBay · Gemini: eBay · ChatGPT: eBay | 100% | 43% |
| Productivity Apps | Claude: Apple Notes · Gemini: Apple Notes · ChatGPT: Apple Notes | 100% | 43% |
| Smartphones | Claude: Samsung · Gemini: Samsung · ChatGPT: Samsung | 100% | 43% |
| Video Games | Claude: PlayStation · Gemini: PlayStation · ChatGPT: PlayStation | 100% | 43% |
| Budget Hotels | Claude: Premier Inn · Gemini: Premier Inn · ChatGPT: Premier Inn | 100% | 38% |
| Long-Haul Airlines | Claude: British Airways · Gemini: British Airways · ChatGPT: British Airways | 100% | 38% |
| Digital Current Accounts | Claude: Monzo · Gemini: Monzo · ChatGPT: Monzo | 100% | 25% |
| Package Holidays, Cruises & Tours | Claude: Booking.com · Gemini: Booking.com · ChatGPT: Booking.com | 100% | 25% |
| Dental Care | Claude: Invisalign · Gemini: Invisalign · ChatGPT: Invisalign | 100% | 22% |
| Food-to-Go & Bakeries | Claude: Greggs · Gemini: Greggs · ChatGPT: Greggs | 100% | 22% |
| Job Boards | Claude: LinkedIn · Gemini: LinkedIn · ChatGPT: LinkedIn | 100% | 22% |
| Household Cleaning Products | Claude: Dettol · Gemini: Dettol · ChatGPT: Dettol | 100% | 8% |
| Private Healthcare | Claude: Bupa · Gemini: Bupa · ChatGPT: Bupa | 100% | 8% |
| Discount Stores | Claude: B&M · Gemini: B&M · ChatGPT: The Range | 50% | 67% |
| Investment Platforms | Claude: Freetrade · Gemini: Capital.com · ChatGPT: Capital.com | 50% | 67% |
| Luxury SUVs & 4x4s | Claude: BMW · Gemini: Mercedes-Benz · ChatGPT: Mercedes-Benz | 50% | 67% |
| Watches & Jewellery | Claude: Omega · Gemini: Omega · ChatGPT: Rolex | 50% | 67% |
| Food Delivery | Claude: Deliveroo · Gemini: Uber Eats · ChatGPT: Deliveroo | 50% | 57% |
| Laptops | Claude: Lenovo · Gemini: Apple · ChatGPT: Lenovo | 50% | 57% |
| Payments & BNPL | Claude: Google Pay · Gemini: Apple Pay · ChatGPT: Apple Pay | 50% | 57% |
| Broadband | Claude: BT · Gemini: Virgin Media · ChatGPT: Virgin Media | 50% | 50% |
| Business Banking | Claude: Starling Bank · Gemini: Xero · ChatGPT: Xero | 50% | 43% |
| Streaming Services | Claude: Netflix · Gemini: Netflix · ChatGPT: Amazon Prime Video | 50% | 43% |
| Universities | Claude: University of Oxford · Gemini: University of Oxford · ChatGPT: University of Cambridge | 50% | 43% |
| Property Portals & Agents | Claude: Zoopla · Gemini: Rightmove · ChatGPT: Zoopla | 50% | 38% |
| Used Cars | Claude: Motors · Gemini: Auto Trader · ChatGPT: Motors | 50% | 33% |
| Energy Suppliers | Claude: British Gas · Gemini: Octopus Energy · ChatGPT: Octopus Energy | 50% | 25% |
| Home Insurance | Claude: Budget Insurance · Gemini: More Than · ChatGPT: More Than | 50% | 25% |
| Price Comparison Sites | Claude: Money.co.uk · Gemini: Money.co.uk · ChatGPT: Which? | 50% | 25% |
| Bed-in-a-Box Mattresses | Claude: Emma · Gemini: Simba · ChatGPT: Simba | 50% | 22% |
| Budgeting & Bookkeeping Apps | Claude: Snoop · Gemini: Emma · ChatGPT: Emma | 50% | 22% |
| Car Insurance | Claude: Admiral · Gemini: Admiral · ChatGPT: More Than | 50% | 22% |
| Fashion & Clothing | Claude: Next · Gemini: Next · ChatGPT: Very | 50% | 22% |
| Furniture & Homeware | Claude: Dunelm · Gemini: IKEA · ChatGPT: IKEA | 50% | 22% |
| Online Learning | Claude: Coursera · Gemini: Coursera · ChatGPT: FutureLearn | 50% | 22% |
| Pet Insurance | Claude: Agria · Gemini: Petplan · ChatGPT: Petplan | 50% | 22% |
| Chocolate | Claude: Heroes · Gemini: Melt Chocolates · ChatGPT: Heroes | 50% | 20% |
| Credit Cards | Claude: Barclaycard · Gemini: Barclaycard · ChatGPT: Chase | 50% | 11% |
| Betting & Gaming | Claude: bet365 · Gemini: bet365 · ChatGPT: Paddy Power | 50% | 10% |
| Haircare | Claude: L'Oréal Paris · Gemini: L'Oréal Paris · ChatGPT: Garnier | 50% | 10% |
| Vitamins & Supplements | Claude: Centrum · Gemini: Boots · ChatGPT: Boots | 50% | 0% |
| Soft Drinks | Claude: Sprite · Gemini: Fanta · ChatGPT: Pepsi | 0% | 100% |
| Cloud Storage & Web Hosting | Claude: Sync.com · Gemini: Google Drive · ChatGPT: Apple iCloud | 0% | 67% |
| Health Insurance | Claude: AXA · Gemini: Aviva · ChatGPT: Bupa | 0% | 67% |
| Fashion & Leather Goods | Claude: Hermès · Gemini: Chanel · ChatGPT: Louis Vuitton | 0% | 43% |
| Fuel & EV Charging | Claude: Sainsbury's · Gemini: Extra · ChatGPT: BP | 0% | 43% |
| Security Software & VPNs | Claude: Norton · Gemini: Bitdefender · ChatGPT: Microsoft Defender | 0% | 38% |
| Pensions | Claude: Vanguard · Gemini: Interactive Investor · ChatGPT: AJ Bell | 0% | 33% |
| Dermatological Skincare | Claude: Vaseline · Gemini: CeraVe · ChatGPT: E45 | 0% | 25% |
| Supermarkets | Claude: Sainsbury's · Gemini: Tesco · ChatGPT: Waitrose | 0% | 25% |
| Champagne & Cognac | Claude: Dom Pérignon · Gemini: Louis Roederer · ChatGPT: Bollinger | 0% | 22% |
| Mortgages | Claude: Barclays · Gemini: Santander · ChatGPT: Nationwide | 0% | 20% |
| Solar & Heat Pumps | Claude: Tesla · Gemini: Octopus Energy · ChatGPT: SolarEdge | 0% | 20% |
| Pet Care | Claude: Tesco · Gemini: Pets at Home · ChatGPT: Zooplus | 0% | 11% |
| Consumer Electronics & Appliances | Claude: Beko · Gemini: Bosch · ChatGPT: Very | 0% | 8% |
| Car Leasing | Claude: All Car Leasing · Gemini: LetsLease · ChatGPT: First Vehicle Leasing | 0% | 0% |
| Conveyancing, Wills & Probate | Claude: PSR Solicitors · Gemini: Beyond · ChatGPT: UK Probate | 0% | 0% |
| Fitted Kitchens | Claude: B&Q · Gemini: Howdens · ChatGPT: DIY Kitchens | 0% | 0% |
| Fragrance & Beauty | Claude: Maison Margiela · Gemini: Charlotte Tilbury · ChatGPT: Maison Francis Kurkdjian | 0% | 0% |
The citation formula
There is no single formula. Every category rewards something different.
Percentage-point difference in how often a page gets cited, with a feature versus without, within the pages models actually read. Structured data travels furthest — worth +15pp on average — but read across each row and the picture changes category by category.
| Category | Structured data | Specifications | Named author | Answer up front | Updated this year | Comparison table | Hard statistics | Cites its sources |
|---|---|---|---|---|---|---|---|---|
| Pet Insurance | +40 | +25 | +23 | +17 | +8 | +16 | -4 | · |
| Mobile Networks | +35 | +1 | +17 | +9 | -5 | +9 | -14 | -35 |
| Package Holidays, Cruises & Tours | +31 | -10 | +24 | +2 | +14 | -8 | -24 | +7 |
| Cloud Storage & Web Hosting | +30 | +3 | +20 | -4 | +17 | +12 | -7 | · |
| Vitamins & Supplements | +29 | -6 | +5 | -3 | -12 | -12 | -20 | -33 |
| Universities | +29 | · | +25 | -0 | +3 | -20 | -10 | -21 |
| Health Insurance | +28 | · | +11 | +10 | +5 | +11 | -13 | -17 |
| Dermatological Skincare | +28 | +15 | +17 | +2 | +1 | -6 | -20 | -41 |
| Home Insurance | +27 | +14 | +3 | -1 | -8 | -13 | -17 | -52 |
| Fragrance & Beauty | +27 | · | +15 | -5 | -4 | -17 | -18 | · |
| Life Insurance | +26 | · | +5 | +7 | +0 | +12 | -2 | · |
| Streaming Services | +25 | +9 | +16 | -12 | +1 | -7 | +1 | -30 |
| Dental Care | +24 | · | +17 | +2 | +2 | +8 | -25 | -0 |
| Running Shoes | +24 | +7 | +10 | +7 | -5 | -1 | -6 | +4 |
| Budget Gyms | +23 | · | +16 | -4 | -4 | -5 | -2 | · |
| Video Games | +22 | +6 | +4 | +1 | -8 | -15 | -5 | -25 |
| Fashion & Clothing | +22 | · | +6 | -14 | -9 | -30 | -33 | -62 |
| Consumer Electronics & Appliances | +21 | +2 | +0 | -11 | -15 | -3 | -23 | · |
| Property Portals & Agents | +21 | · | +12 | +7 | -4 | -7 | -8 | -31 |
| Discount Stores | +20 | +16 | -1 | -7 | -18 | -20 | -31 | · |
| Pain Relief | +20 | -7 | +6 | +2 | -2 | +3 | -8 | +6 |
| Car Leasing | +19 | · | +4 | +8 | -11 | +2 | -8 | · |
| Budgeting & Bookkeeping Apps | +19 | · | +13 | +7 | +8 | +8 | -14 | · |
| Productivity Apps | +19 | · | +2 | +9 | -13 | +5 | -13 | -36 |
| Payments & BNPL | +18 | · | +1 | +4 | -5 | -8 | -9 | -39 |
| Household Cleaning Products | +18 | +4 | +6 | -1 | +0 | -9 | -7 | -29 |
| Security Software & VPNs | +18 | · | +3 | +13 | -2 | -2 | -19 | · |
| Food-to-Go & Bakeries | +18 | +7 | +14 | -5 | +3 | -17 | -23 | -43 |
| Chocolate | +18 | +14 | -7 | +4 | -33 | -33 | -15 | -64 |
| Opticians & Eyecare | +17 | -7 | -4 | +8 | -1 | -12 | -28 | -53 |
| Budget Hotels | +17 | · | +1 | +9 | +7 | +0 | -15 | · |
| Digital Current Accounts | +17 | +21 | +5 | +15 | -5 | -3 | -24 | -54 |
| Solar & Heat Pumps | +17 | +3 | +5 | +8 | -3 | +1 | -5 | -9 |
| Private Healthcare | +16 | · | +1 | -2 | -13 | -4 | -28 | -59 |
| Online Learning | +16 | · | +7 | +2 | -15 | -8 | -16 | · |
| Betting & Gaming | +16 | · | +0 | +7 | +4 | -8 | -4 | -66 |
| Used Cars | +14 | -6 | +2 | -2 | -18 | -11 | -13 | · |
| Laptops | +14 | +14 | +6 | +10 | +5 | +8 | -2 | · |
| Soft Drinks | +14 | +13 | +12 | -0 | -4 | -0 | -37 | · |
| Car Insurance | +14 | · | +8 | +12 | -9 | +2 | -24 | -13 |
| Fuel & EV Charging | +13 | +16 | -1 | -1 | -19 | -17 | -9 | -42 |
| Food Delivery | +13 | · | +9 | -5 | +5 | +0 | +5 | -24 |
| Fitted Kitchens | +11 | -1 | -3 | -3 | -6 | -12 | -17 | · |
| Fashion & Leather Goods | +10 | · | -6 | -25 | -36 | -29 | -51 | -70 |
| Price Comparison Sites | +10 | -7 | -6 | -2 | -6 | -8 | -8 | -37 |
| Parcel Delivery | +10 | +0 | +0 | -2 | -3 | -4 | -14 | -34 |
| Haircare | +10 | +7 | -4 | +5 | -13 | +5 | -11 | · |
| Broadband | +9 | +8 | -8 | +9 | -18 | -3 | -13 | -32 |
| Electric Cars | +8 | +8 | +6 | +8 | -1 | +0 | -3 | -15 |
| Marketplaces & Resale | +7 | · | +1 | -1 | +4 | -3 | -3 | -20 |
| Long-Haul Airlines | +6 | -0 | +2 | +3 | -10 | -2 | -19 | · |
| Job Boards | +6 | · | -6 | -16 | -10 | -24 | -18 | -30 |
| Conveyancing, Wills & Probate | +5 | · | -1 | -3 | +8 | +3 | -8 | · |
| Furniture & Homeware | +5 | -7 | -14 | -9 | -28 | -13 | -18 | -37 |
| Watches & Jewellery | +5 | +8 | -9 | -15 | -24 | -45 | -18 | -62 |
| Bed-in-a-Box Mattresses | +5 | -1 | +2 | -9 | -16 | -11 | -18 | -44 |
| Energy Suppliers | +4 | · | +2 | +10 | -15 | -7 | -21 | -46 |
| Credit Cards | +3 | +7 | -3 | +10 | -4 | +5 | -3 | -26 |
| Pensions | +3 | · | -3 | +7 | -2 | +3 | -9 | · |
| Champagne & Cognac | +3 | +5 | -11 | -21 | -18 | -22 | -17 | -64 |
| Mortgages | +3 | +5 | -0 | +3 | +2 | +2 | -3 | -5 |
| Supermarkets | +3 | +10 | +7 | +3 | +1 | -13 | -12 | -23 |
| Smartphones | +2 | -0 | +2 | -6 | -12 | -15 | -9 | -50 |
| Business Banking | +0 | · | +0 | +0 | +0 | +0 | +0 | · |
| Luxury SUVs & 4x4s | -0 | -1 | +2 | +1 | -3 | -0 | -2 | · |
| Investment Platforms | -1 | +4 | +2 | +10 | -1 | -0 | -12 | · |
| Pet Care | -8 | -14 | -0 | -13 | -15 | -27 | -16 | · |
The data behind this chart
| Feature | Category | Lift (pp) |
|---|---|---|
| Structured data | Car Leasing | +19 |
| Structured data | Electric Cars | +8 |
| Structured data | Luxury SUVs & 4x4s | -0 |
| Structured data | Used Cars | +14 |
| Structured data | Dermatological Skincare | +28 |
| Structured data | Haircare | +10 |
| Structured data | Soft Drinks | +14 |
| Structured data | Online Learning | +16 |
| Structured data | Universities | +29 |
| Structured data | Energy Suppliers | +4 |
| Structured data | Fuel & EV Charging | +13 |
| Structured data | Betting & Gaming | +16 |
| Structured data | Streaming Services | +25 |
| Structured data | Video Games | +22 |
| Structured data | Business Banking | +0 |
| Structured data | Credit Cards | +3 |
| Structured data | Digital Current Accounts | +17 |
| Structured data | Investment Platforms | -1 |
| Structured data | Life Insurance | +26 |
| Structured data | Mortgages | +3 |
| Structured data | Payments & BNPL | +18 |
| Structured data | Pensions | +3 |
| Structured data | Price Comparison Sites | +10 |
| Structured data | Chocolate | +18 |
| Structured data | Food Delivery | +13 |
| Structured data | Food-to-Go & Bakeries | +18 |
| Structured data | Discount Stores | +20 |
| Structured data | Supermarkets | +3 |
| Structured data | Dental Care | +24 |
| Structured data | Health Insurance | +28 |
| Structured data | Opticians & Eyecare | +17 |
| Structured data | Pain Relief | +20 |
| Structured data | Private Healthcare | +16 |
| Structured data | Vitamins & Supplements | +29 |
| Structured data | Bed-in-a-Box Mattresses | +5 |
| Structured data | Furniture & Homeware | +5 |
| Structured data | Household Cleaning Products | +18 |
| Structured data | Car Insurance | +14 |
| Structured data | Home Insurance | +27 |
| Structured data | Champagne & Cognac | +3 |
| Structured data | Fashion & Leather Goods | +10 |
| Structured data | Fragrance & Beauty | +27 |
| Structured data | Watches & Jewellery | +5 |
| Structured data | Pet Care | -8 |
| Structured data | Pet Insurance | +40 |
| Structured data | Conveyancing, Wills & Probate | +5 |
| Structured data | Job Boards | +6 |
| Structured data | Fitted Kitchens | +11 |
| Structured data | Property Portals & Agents | +21 |
| Structured data | Solar & Heat Pumps | +17 |
| Structured data | Consumer Electronics & Appliances | +21 |
| Structured data | Fashion & Clothing | +22 |
| Structured data | Marketplaces & Resale | +7 |
| Structured data | Parcel Delivery | +10 |
| Structured data | Budget Gyms | +23 |
| Structured data | Running Shoes | +24 |
| Structured data | Budgeting & Bookkeeping Apps | +19 |
| Structured data | Cloud Storage & Web Hosting | +30 |
| Structured data | Laptops | +14 |
| Structured data | Productivity Apps | +19 |
| Structured data | Security Software & VPNs | +18 |
| Structured data | Smartphones | +2 |
| Structured data | Broadband | +9 |
| Structured data | Mobile Networks | +35 |
| Structured data | Budget Hotels | +17 |
| Structured data | Long-Haul Airlines | +6 |
| Structured data | Package Holidays, Cruises & Tours | +31 |
| Specifications | Electric Cars | +8 |
| Specifications | Luxury SUVs & 4x4s | -1 |
| Specifications | Used Cars | -6 |
| Specifications | Dermatological Skincare | +15 |
| Specifications | Haircare | +7 |
| Specifications | Soft Drinks | +13 |
| Specifications | Fuel & EV Charging | +16 |
| Specifications | Streaming Services | +9 |
| Specifications | Video Games | +6 |
| Specifications | Credit Cards | +7 |
| Specifications | Digital Current Accounts | +21 |
| Specifications | Investment Platforms | +4 |
| Specifications | Mortgages | +5 |
| Specifications | Price Comparison Sites | -7 |
| Specifications | Chocolate | +14 |
| Specifications | Food-to-Go & Bakeries | +7 |
| Specifications | Discount Stores | +16 |
| Specifications | Supermarkets | +10 |
| Specifications | Opticians & Eyecare | -7 |
| Specifications | Pain Relief | -7 |
| Specifications | Vitamins & Supplements | -6 |
| Specifications | Bed-in-a-Box Mattresses | -1 |
| Specifications | Furniture & Homeware | -7 |
| Specifications | Household Cleaning Products | +4 |
| Specifications | Home Insurance | +14 |
| Specifications | Champagne & Cognac | +5 |
| Specifications | Watches & Jewellery | +8 |
| Specifications | Pet Care | -14 |
| Specifications | Pet Insurance | +25 |
| Specifications | Fitted Kitchens | -1 |
| Specifications | Solar & Heat Pumps | +3 |
| Specifications | Consumer Electronics & Appliances | +2 |
| Specifications | Parcel Delivery | +0 |
| Specifications | Running Shoes | +7 |
| Specifications | Cloud Storage & Web Hosting | +3 |
| Specifications | Laptops | +14 |
| Specifications | Smartphones | -0 |
| Specifications | Broadband | +8 |
| Specifications | Mobile Networks | +1 |
| Specifications | Long-Haul Airlines | -0 |
| Specifications | Package Holidays, Cruises & Tours | -10 |
| Named author | Car Leasing | +4 |
| Named author | Electric Cars | +6 |
| Named author | Luxury SUVs & 4x4s | +2 |
| Named author | Used Cars | +2 |
| Named author | Dermatological Skincare | +17 |
| Named author | Haircare | -4 |
| Named author | Soft Drinks | +12 |
| Named author | Online Learning | +7 |
| Named author | Universities | +25 |
| Named author | Energy Suppliers | +2 |
| Named author | Fuel & EV Charging | -1 |
| Named author | Betting & Gaming | +0 |
| Named author | Streaming Services | +16 |
| Named author | Video Games | +4 |
| Named author | Business Banking | +0 |
| Named author | Credit Cards | -3 |
| Named author | Digital Current Accounts | +5 |
| Named author | Investment Platforms | +2 |
| Named author | Life Insurance | +5 |
| Named author | Mortgages | -0 |
| Named author | Payments & BNPL | +1 |
| Named author | Pensions | -3 |
| Named author | Price Comparison Sites | -6 |
| Named author | Chocolate | -7 |
| Named author | Food Delivery | +9 |
| Named author | Food-to-Go & Bakeries | +14 |
| Named author | Discount Stores | -1 |
| Named author | Supermarkets | +7 |
| Named author | Dental Care | +17 |
| Named author | Health Insurance | +11 |
| Named author | Opticians & Eyecare | -4 |
| Named author | Pain Relief | +6 |
| Named author | Private Healthcare | +1 |
| Named author | Vitamins & Supplements | +5 |
| Named author | Bed-in-a-Box Mattresses | +2 |
| Named author | Furniture & Homeware | -14 |
| Named author | Household Cleaning Products | +6 |
| Named author | Car Insurance | +8 |
| Named author | Home Insurance | +3 |
| Named author | Champagne & Cognac | -11 |
| Named author | Fashion & Leather Goods | -6 |
| Named author | Fragrance & Beauty | +15 |
| Named author | Watches & Jewellery | -9 |
| Named author | Pet Care | -0 |
| Named author | Pet Insurance | +23 |
| Named author | Conveyancing, Wills & Probate | -1 |
| Named author | Job Boards | -6 |
| Named author | Fitted Kitchens | -3 |
| Named author | Property Portals & Agents | +12 |
| Named author | Solar & Heat Pumps | +5 |
| Named author | Consumer Electronics & Appliances | +0 |
| Named author | Fashion & Clothing | +6 |
| Named author | Marketplaces & Resale | +1 |
| Named author | Parcel Delivery | +0 |
| Named author | Budget Gyms | +16 |
| Named author | Running Shoes | +10 |
| Named author | Budgeting & Bookkeeping Apps | +13 |
| Named author | Cloud Storage & Web Hosting | +20 |
| Named author | Laptops | +6 |
| Named author | Productivity Apps | +2 |
| Named author | Security Software & VPNs | +3 |
| Named author | Smartphones | +2 |
| Named author | Broadband | -8 |
| Named author | Mobile Networks | +17 |
| Named author | Budget Hotels | +1 |
| Named author | Long-Haul Airlines | +2 |
| Named author | Package Holidays, Cruises & Tours | +24 |
| Answer up front | Car Leasing | +8 |
| Answer up front | Electric Cars | +8 |
| Answer up front | Luxury SUVs & 4x4s | +1 |
| Answer up front | Used Cars | -2 |
| Answer up front | Dermatological Skincare | +2 |
| Answer up front | Haircare | +5 |
| Answer up front | Soft Drinks | -0 |
| Answer up front | Online Learning | +2 |
| Answer up front | Universities | -0 |
| Answer up front | Energy Suppliers | +10 |
| Answer up front | Fuel & EV Charging | -1 |
| Answer up front | Betting & Gaming | +7 |
| Answer up front | Streaming Services | -12 |
| Answer up front | Video Games | +1 |
| Answer up front | Business Banking | +0 |
| Answer up front | Credit Cards | +10 |
| Answer up front | Digital Current Accounts | +15 |
| Answer up front | Investment Platforms | +10 |
| Answer up front | Life Insurance | +7 |
| Answer up front | Mortgages | +3 |
| Answer up front | Payments & BNPL | +4 |
| Answer up front | Pensions | +7 |
| Answer up front | Price Comparison Sites | -2 |
| Answer up front | Chocolate | +4 |
| Answer up front | Food Delivery | -5 |
| Answer up front | Food-to-Go & Bakeries | -5 |
| Answer up front | Discount Stores | -7 |
| Answer up front | Supermarkets | +3 |
| Answer up front | Dental Care | +2 |
| Answer up front | Health Insurance | +10 |
| Answer up front | Opticians & Eyecare | +8 |
| Answer up front | Pain Relief | +2 |
| Answer up front | Private Healthcare | -2 |
| Answer up front | Vitamins & Supplements | -3 |
| Answer up front | Bed-in-a-Box Mattresses | -9 |
| Answer up front | Furniture & Homeware | -9 |
| Answer up front | Household Cleaning Products | -1 |
| Answer up front | Car Insurance | +12 |
| Answer up front | Home Insurance | -1 |
| Answer up front | Champagne & Cognac | -21 |
| Answer up front | Fashion & Leather Goods | -25 |
| Answer up front | Fragrance & Beauty | -5 |
| Answer up front | Watches & Jewellery | -15 |
| Answer up front | Pet Care | -13 |
| Answer up front | Pet Insurance | +17 |
| Answer up front | Conveyancing, Wills & Probate | -3 |
| Answer up front | Job Boards | -16 |
| Answer up front | Fitted Kitchens | -3 |
| Answer up front | Property Portals & Agents | +7 |
| Answer up front | Solar & Heat Pumps | +8 |
| Answer up front | Consumer Electronics & Appliances | -11 |
| Answer up front | Fashion & Clothing | -14 |
| Answer up front | Marketplaces & Resale | -1 |
| Answer up front | Parcel Delivery | -2 |
| Answer up front | Budget Gyms | -4 |
| Answer up front | Running Shoes | +7 |
| Answer up front | Budgeting & Bookkeeping Apps | +7 |
| Answer up front | Cloud Storage & Web Hosting | -4 |
| Answer up front | Laptops | +10 |
| Answer up front | Productivity Apps | +9 |
| Answer up front | Security Software & VPNs | +13 |
| Answer up front | Smartphones | -6 |
| Answer up front | Broadband | +9 |
| Answer up front | Mobile Networks | +9 |
| Answer up front | Budget Hotels | +9 |
| Answer up front | Long-Haul Airlines | +3 |
| Answer up front | Package Holidays, Cruises & Tours | +2 |
| Updated this year | Car Leasing | -11 |
| Updated this year | Electric Cars | -1 |
| Updated this year | Luxury SUVs & 4x4s | -3 |
| Updated this year | Used Cars | -18 |
| Updated this year | Dermatological Skincare | +1 |
| Updated this year | Haircare | -13 |
| Updated this year | Soft Drinks | -4 |
| Updated this year | Online Learning | -15 |
| Updated this year | Universities | +3 |
| Updated this year | Energy Suppliers | -15 |
| Updated this year | Fuel & EV Charging | -19 |
| Updated this year | Betting & Gaming | +4 |
| Updated this year | Streaming Services | +1 |
| Updated this year | Video Games | -8 |
| Updated this year | Business Banking | +0 |
| Updated this year | Credit Cards | -4 |
| Updated this year | Digital Current Accounts | -5 |
| Updated this year | Investment Platforms | -1 |
| Updated this year | Life Insurance | +0 |
| Updated this year | Mortgages | +2 |
| Updated this year | Payments & BNPL | -5 |
| Updated this year | Pensions | -2 |
| Updated this year | Price Comparison Sites | -6 |
| Updated this year | Chocolate | -33 |
| Updated this year | Food Delivery | +5 |
| Updated this year | Food-to-Go & Bakeries | +3 |
| Updated this year | Discount Stores | -18 |
| Updated this year | Supermarkets | +1 |
| Updated this year | Dental Care | +2 |
| Updated this year | Health Insurance | +5 |
| Updated this year | Opticians & Eyecare | -1 |
| Updated this year | Pain Relief | -2 |
| Updated this year | Private Healthcare | -13 |
| Updated this year | Vitamins & Supplements | -12 |
| Updated this year | Bed-in-a-Box Mattresses | -16 |
| Updated this year | Furniture & Homeware | -28 |
| Updated this year | Household Cleaning Products | +0 |
| Updated this year | Car Insurance | -9 |
| Updated this year | Home Insurance | -8 |
| Updated this year | Champagne & Cognac | -18 |
| Updated this year | Fashion & Leather Goods | -36 |
| Updated this year | Fragrance & Beauty | -4 |
| Updated this year | Watches & Jewellery | -24 |
| Updated this year | Pet Care | -15 |
| Updated this year | Pet Insurance | +8 |
| Updated this year | Conveyancing, Wills & Probate | +8 |
| Updated this year | Job Boards | -10 |
| Updated this year | Fitted Kitchens | -6 |
| Updated this year | Property Portals & Agents | -4 |
| Updated this year | Solar & Heat Pumps | -3 |
| Updated this year | Consumer Electronics & Appliances | -15 |
| Updated this year | Fashion & Clothing | -9 |
| Updated this year | Marketplaces & Resale | +4 |
| Updated this year | Parcel Delivery | -3 |
| Updated this year | Budget Gyms | -4 |
| Updated this year | Running Shoes | -5 |
| Updated this year | Budgeting & Bookkeeping Apps | +8 |
| Updated this year | Cloud Storage & Web Hosting | +17 |
| Updated this year | Laptops | +5 |
| Updated this year | Productivity Apps | -13 |
| Updated this year | Security Software & VPNs | -2 |
| Updated this year | Smartphones | -12 |
| Updated this year | Broadband | -18 |
| Updated this year | Mobile Networks | -5 |
| Updated this year | Budget Hotels | +7 |
| Updated this year | Long-Haul Airlines | -10 |
| Updated this year | Package Holidays, Cruises & Tours | +14 |
| Comparison table | Car Leasing | +2 |
| Comparison table | Electric Cars | +0 |
| Comparison table | Luxury SUVs & 4x4s | -0 |
| Comparison table | Used Cars | -11 |
| Comparison table | Dermatological Skincare | -6 |
| Comparison table | Haircare | +5 |
| Comparison table | Soft Drinks | -0 |
| Comparison table | Online Learning | -8 |
| Comparison table | Universities | -20 |
| Comparison table | Energy Suppliers | -7 |
| Comparison table | Fuel & EV Charging | -17 |
| Comparison table | Betting & Gaming | -8 |
| Comparison table | Streaming Services | -7 |
| Comparison table | Video Games | -15 |
| Comparison table | Business Banking | +0 |
| Comparison table | Credit Cards | +5 |
| Comparison table | Digital Current Accounts | -3 |
| Comparison table | Investment Platforms | -0 |
| Comparison table | Life Insurance | +12 |
| Comparison table | Mortgages | +2 |
| Comparison table | Payments & BNPL | -8 |
| Comparison table | Pensions | +3 |
| Comparison table | Price Comparison Sites | -8 |
| Comparison table | Chocolate | -33 |
| Comparison table | Food Delivery | +0 |
| Comparison table | Food-to-Go & Bakeries | -17 |
| Comparison table | Discount Stores | -20 |
| Comparison table | Supermarkets | -13 |
| Comparison table | Dental Care | +8 |
| Comparison table | Health Insurance | +11 |
| Comparison table | Opticians & Eyecare | -12 |
| Comparison table | Pain Relief | +3 |
| Comparison table | Private Healthcare | -4 |
| Comparison table | Vitamins & Supplements | -12 |
| Comparison table | Bed-in-a-Box Mattresses | -11 |
| Comparison table | Furniture & Homeware | -13 |
| Comparison table | Household Cleaning Products | -9 |
| Comparison table | Car Insurance | +2 |
| Comparison table | Home Insurance | -13 |
| Comparison table | Champagne & Cognac | -22 |
| Comparison table | Fashion & Leather Goods | -29 |
| Comparison table | Fragrance & Beauty | -17 |
| Comparison table | Watches & Jewellery | -45 |
| Comparison table | Pet Care | -27 |
| Comparison table | Pet Insurance | +16 |
| Comparison table | Conveyancing, Wills & Probate | +3 |
| Comparison table | Job Boards | -24 |
| Comparison table | Fitted Kitchens | -12 |
| Comparison table | Property Portals & Agents | -7 |
| Comparison table | Solar & Heat Pumps | +1 |
| Comparison table | Consumer Electronics & Appliances | -3 |
| Comparison table | Fashion & Clothing | -30 |
| Comparison table | Marketplaces & Resale | -3 |
| Comparison table | Parcel Delivery | -4 |
| Comparison table | Budget Gyms | -5 |
| Comparison table | Running Shoes | -1 |
| Comparison table | Budgeting & Bookkeeping Apps | +8 |
| Comparison table | Cloud Storage & Web Hosting | +12 |
| Comparison table | Laptops | +8 |
| Comparison table | Productivity Apps | +5 |
| Comparison table | Security Software & VPNs | -2 |
| Comparison table | Smartphones | -15 |
| Comparison table | Broadband | -3 |
| Comparison table | Mobile Networks | +9 |
| Comparison table | Budget Hotels | +0 |
| Comparison table | Long-Haul Airlines | -2 |
| Comparison table | Package Holidays, Cruises & Tours | -8 |
| Hard statistics | Car Leasing | -8 |
| Hard statistics | Electric Cars | -3 |
| Hard statistics | Luxury SUVs & 4x4s | -2 |
| Hard statistics | Used Cars | -13 |
| Hard statistics | Dermatological Skincare | -20 |
| Hard statistics | Haircare | -11 |
| Hard statistics | Soft Drinks | -37 |
| Hard statistics | Online Learning | -16 |
| Hard statistics | Universities | -10 |
| Hard statistics | Energy Suppliers | -21 |
| Hard statistics | Fuel & EV Charging | -9 |
| Hard statistics | Betting & Gaming | -4 |
| Hard statistics | Streaming Services | +1 |
| Hard statistics | Video Games | -5 |
| Hard statistics | Business Banking | +0 |
| Hard statistics | Credit Cards | -3 |
| Hard statistics | Digital Current Accounts | -24 |
| Hard statistics | Investment Platforms | -12 |
| Hard statistics | Life Insurance | -2 |
| Hard statistics | Mortgages | -3 |
| Hard statistics | Payments & BNPL | -9 |
| Hard statistics | Pensions | -9 |
| Hard statistics | Price Comparison Sites | -8 |
| Hard statistics | Chocolate | -15 |
| Hard statistics | Food Delivery | +5 |
| Hard statistics | Food-to-Go & Bakeries | -23 |
| Hard statistics | Discount Stores | -31 |
| Hard statistics | Supermarkets | -12 |
| Hard statistics | Dental Care | -25 |
| Hard statistics | Health Insurance | -13 |
| Hard statistics | Opticians & Eyecare | -28 |
| Hard statistics | Pain Relief | -8 |
| Hard statistics | Private Healthcare | -28 |
| Hard statistics | Vitamins & Supplements | -20 |
| Hard statistics | Bed-in-a-Box Mattresses | -18 |
| Hard statistics | Furniture & Homeware | -18 |
| Hard statistics | Household Cleaning Products | -7 |
| Hard statistics | Car Insurance | -24 |
| Hard statistics | Home Insurance | -17 |
| Hard statistics | Champagne & Cognac | -17 |
| Hard statistics | Fashion & Leather Goods | -51 |
| Hard statistics | Fragrance & Beauty | -18 |
| Hard statistics | Watches & Jewellery | -18 |
| Hard statistics | Pet Care | -16 |
| Hard statistics | Pet Insurance | -4 |
| Hard statistics | Conveyancing, Wills & Probate | -8 |
| Hard statistics | Job Boards | -18 |
| Hard statistics | Fitted Kitchens | -17 |
| Hard statistics | Property Portals & Agents | -8 |
| Hard statistics | Solar & Heat Pumps | -5 |
| Hard statistics | Consumer Electronics & Appliances | -23 |
| Hard statistics | Fashion & Clothing | -33 |
| Hard statistics | Marketplaces & Resale | -3 |
| Hard statistics | Parcel Delivery | -14 |
| Hard statistics | Budget Gyms | -2 |
| Hard statistics | Running Shoes | -6 |
| Hard statistics | Budgeting & Bookkeeping Apps | -14 |
| Hard statistics | Cloud Storage & Web Hosting | -7 |
| Hard statistics | Laptops | -2 |
| Hard statistics | Productivity Apps | -13 |
| Hard statistics | Security Software & VPNs | -19 |
| Hard statistics | Smartphones | -9 |
| Hard statistics | Broadband | -13 |
| Hard statistics | Mobile Networks | -14 |
| Hard statistics | Budget Hotels | -15 |
| Hard statistics | Long-Haul Airlines | -19 |
| Hard statistics | Package Holidays, Cruises & Tours | -24 |
| Cites its sources | Electric Cars | -15 |
| Cites its sources | Dermatological Skincare | -41 |
| Cites its sources | Universities | -21 |
| Cites its sources | Energy Suppliers | -46 |
| Cites its sources | Fuel & EV Charging | -42 |
| Cites its sources | Betting & Gaming | -66 |
| Cites its sources | Streaming Services | -30 |
| Cites its sources | Video Games | -25 |
| Cites its sources | Credit Cards | -26 |
| Cites its sources | Digital Current Accounts | -54 |
| Cites its sources | Mortgages | -5 |
| Cites its sources | Payments & BNPL | -39 |
| Cites its sources | Price Comparison Sites | -37 |
| Cites its sources | Chocolate | -64 |
| Cites its sources | Food Delivery | -24 |
| Cites its sources | Food-to-Go & Bakeries | -43 |
| Cites its sources | Supermarkets | -23 |
| Cites its sources | Dental Care | -0 |
| Cites its sources | Health Insurance | -17 |
| Cites its sources | Opticians & Eyecare | -53 |
| Cites its sources | Pain Relief | +6 |
| Cites its sources | Private Healthcare | -59 |
| Cites its sources | Vitamins & Supplements | -33 |
| Cites its sources | Bed-in-a-Box Mattresses | -44 |
| Cites its sources | Furniture & Homeware | -37 |
| Cites its sources | Household Cleaning Products | -29 |
| Cites its sources | Car Insurance | -13 |
| Cites its sources | Home Insurance | -52 |
| Cites its sources | Champagne & Cognac | -64 |
| Cites its sources | Fashion & Leather Goods | -70 |
| Cites its sources | Watches & Jewellery | -62 |
| Cites its sources | Job Boards | -30 |
| Cites its sources | Property Portals & Agents | -31 |
| Cites its sources | Solar & Heat Pumps | -9 |
| Cites its sources | Fashion & Clothing | -62 |
| Cites its sources | Marketplaces & Resale | -20 |
| Cites its sources | Parcel Delivery | -34 |
| Cites its sources | Running Shoes | +4 |
| Cites its sources | Productivity Apps | -36 |
| Cites its sources | Smartphones | -50 |
| Cites its sources | Broadband | -32 |
| Cites its sources | Mobile Networks | -35 |
| Cites its sources | Package Holidays, Cruises & Tours | +7 |
The content economy
Some categories run on guides. Others run on the crowd.
What AI actually cites in each category, by kind of page. The mix is the brief: it tells you what to publish to be quotable here — and it is not the same twice.
How-to guidesEditorialComparisonsDocumentationProduct pagesListiclesEverything else
The data behind this chart
| Category | Page type | Share of citations |
|---|---|---|
| Car Leasing | How-to guides | 35% |
| Car Leasing | Editorial | 32% |
| Car Leasing | Comparisons | 10% |
| Car Leasing | Documentation | 5% |
| Car Leasing | Product pages | 5% |
| Electric Cars | Editorial | 27% |
| Electric Cars | How-to guides | 24% |
| Electric Cars | Comparisons | 11% |
| Electric Cars | Listicles | 10% |
| Electric Cars | News | 8% |
| Luxury SUVs & 4x4s | Editorial | 28% |
| Luxury SUVs & 4x4s | How-to guides | 24% |
| Luxury SUVs & 4x4s | Listicles | 18% |
| Luxury SUVs & 4x4s | Product pages | 8% |
| Luxury SUVs & 4x4s | Reviews | 6% |
| Used Cars | How-to guides | 32% |
| Used Cars | Editorial | 23% |
| Used Cars | Comparisons | 12% |
| Used Cars | Listicles | 12% |
| Used Cars | News | 7% |
| Dermatological Skincare | Editorial | 34% |
| Dermatological Skincare | How-to guides | 32% |
| Dermatological Skincare | Product pages | 13% |
| Dermatological Skincare | category-page | 6% |
| Dermatological Skincare | Listicles | 5% |
| Haircare | Product pages | 27% |
| Haircare | category-page | 17% |
| Haircare | Editorial | 14% |
| Haircare | Listicles | 12% |
| Haircare | How-to guides | 10% |
| Soft Drinks | Editorial | 21% |
| Soft Drinks | Community threads | 14% |
| Soft Drinks | Product pages | 13% |
| Soft Drinks | Other | 12% |
| Soft Drinks | How-to guides | 12% |
| Online Learning | Editorial | 24% |
| Online Learning | Product pages | 22% |
| Online Learning | Listicles | 12% |
| Online Learning | How-to guides | 10% |
| Online Learning | Comparisons | 10% |
| Universities | Editorial | 33% |
| Universities | How-to guides | 28% |
| Universities | Documentation | 14% |
| Universities | Listicles | 7% |
| Universities | Other | 6% |
| Energy Suppliers | Editorial | 36% |
| Energy Suppliers | How-to guides | 36% |
| Energy Suppliers | Comparisons | 9% |
| Energy Suppliers | Other | 5% |
| Energy Suppliers | faq | 4% |
| Fuel & EV Charging | How-to guides | 27% |
| Fuel & EV Charging | Editorial | 26% |
| Fuel & EV Charging | Community threads | 13% |
| Fuel & EV Charging | Product pages | 12% |
| Fuel & EV Charging | Comparisons | 10% |
| Betting & Gaming | How-to guides | 24% |
| Betting & Gaming | Listicles | 18% |
| Betting & Gaming | Comparisons | 18% |
| Betting & Gaming | Editorial | 14% |
| Betting & Gaming | Documentation | 12% |
| Streaming Services | How-to guides | 21% |
| Streaming Services | Comparisons | 20% |
| Streaming Services | Editorial | 14% |
| Streaming Services | pricing | 11% |
| Streaming Services | Listicles | 11% |
| Video Games | Listicles | 24% |
| Video Games | Comparisons | 17% |
| Video Games | Editorial | 13% |
| Video Games | News | 12% |
| Video Games | Community threads | 11% |
| Business Banking | Comparisons | 34% |
| Business Banking | How-to guides | 18% |
| Business Banking | Editorial | 16% |
| Business Banking | Product pages | 15% |
| Business Banking | Listicles | 7% |
| Credit Cards | Comparisons | 26% |
| Credit Cards | How-to guides | 24% |
| Credit Cards | Editorial | 23% |
| Credit Cards | Product pages | 10% |
| Credit Cards | Other | 6% |
| Digital Current Accounts | Comparisons | 25% |
| Digital Current Accounts | How-to guides | 21% |
| Digital Current Accounts | Product pages | 19% |
| Digital Current Accounts | Editorial | 15% |
| Digital Current Accounts | Listicles | 6% |
| Investment Platforms | Editorial | 26% |
| Investment Platforms | How-to guides | 26% |
| Investment Platforms | Comparisons | 20% |
| Investment Platforms | Product pages | 10% |
| Investment Platforms | Documentation | 7% |
| Life Insurance | Editorial | 45% |
| Life Insurance | How-to guides | 20% |
| Life Insurance | Product pages | 15% |
| Life Insurance | Comparisons | 10% |
| Life Insurance | News | 4% |
| Mortgages | Editorial | 39% |
| Mortgages | How-to guides | 38% |
| Mortgages | Comparisons | 7% |
| Mortgages | Documentation | 5% |
| Mortgages | News | 4% |
| Payments & BNPL | How-to guides | 30% |
| Payments & BNPL | Editorial | 25% |
| Payments & BNPL | Comparisons | 15% |
| Payments & BNPL | Product pages | 11% |
| Payments & BNPL | Documentation | 9% |
| Pensions | Editorial | 45% |
| Pensions | How-to guides | 29% |
| Pensions | Comparisons | 11% |
| Pensions | Documentation | 8% |
| Pensions | Product pages | 4% |
| Price Comparison Sites | Editorial | 34% |
| Price Comparison Sites | How-to guides | 33% |
| Price Comparison Sites | Comparisons | 14% |
| Price Comparison Sites | Product pages | 7% |
| Price Comparison Sites | Other | 4% |
| Chocolate | category-page | 24% |
| Chocolate | Editorial | 22% |
| Chocolate | Product pages | 19% |
| Chocolate | How-to guides | 12% |
| Chocolate | Listicles | 9% |
| Food Delivery | Editorial | 32% |
| Food Delivery | How-to guides | 16% |
| Food Delivery | Comparisons | 14% |
| Food Delivery | Community threads | 11% |
| Food Delivery | Product pages | 10% |
| Food-to-Go & Bakeries | Product pages | 27% |
| Food-to-Go & Bakeries | Listicles | 18% |
| Food-to-Go & Bakeries | Editorial | 13% |
| Food-to-Go & Bakeries | category-page | 12% |
| Food-to-Go & Bakeries | pricing | 10% |
| Discount Stores | How-to guides | 24% |
| Discount Stores | category-page | 17% |
| Discount Stores | Editorial | 17% |
| Discount Stores | Listicles | 12% |
| Discount Stores | Product pages | 10% |
| Supermarkets | Editorial | 27% |
| Supermarkets | How-to guides | 26% |
| Supermarkets | Listicles | 13% |
| Supermarkets | Other | 8% |
| Supermarkets | Product pages | 7% |
| Dental Care | How-to guides | 39% |
| Dental Care | Editorial | 23% |
| Dental Care | Comparisons | 10% |
| Dental Care | pricing | 8% |
| Dental Care | Other | 7% |
| Health Insurance | Editorial | 41% |
| Health Insurance | How-to guides | 29% |
| Health Insurance | Comparisons | 10% |
| Health Insurance | Product pages | 8% |
| Health Insurance | faq | 3% |
| Opticians & Eyecare | Editorial | 33% |
| Opticians & Eyecare | How-to guides | 26% |
| Opticians & Eyecare | Product pages | 12% |
| Opticians & Eyecare | pricing | 8% |
| Opticians & Eyecare | Comparisons | 6% |
| Pain Relief | Editorial | 31% |
| Pain Relief | How-to guides | 30% |
| Pain Relief | Other | 11% |
| Pain Relief | Comparisons | 7% |
| Pain Relief | Documentation | 7% |
| Private Healthcare | How-to guides | 30% |
| Private Healthcare | Editorial | 22% |
| Private Healthcare | pricing | 14% |
| Private Healthcare | Product pages | 11% |
| Private Healthcare | Comparisons | 7% |
| Vitamins & Supplements | Editorial | 40% |
| Vitamins & Supplements | How-to guides | 24% |
| Vitamins & Supplements | Listicles | 11% |
| Vitamins & Supplements | Documentation | 5% |
| Vitamins & Supplements | Comparisons | 5% |
| Bed-in-a-Box Mattresses | Editorial | 35% |
| Bed-in-a-Box Mattresses | How-to guides | 25% |
| Bed-in-a-Box Mattresses | Comparisons | 16% |
| Bed-in-a-Box Mattresses | Reviews | 7% |
| Bed-in-a-Box Mattresses | Listicles | 7% |
| Furniture & Homeware | How-to guides | 29% |
| Furniture & Homeware | category-page | 26% |
| Furniture & Homeware | Editorial | 18% |
| Furniture & Homeware | Product pages | 9% |
| Furniture & Homeware | Community threads | 6% |
| Household Cleaning Products | Editorial | 25% |
| Household Cleaning Products | Product pages | 24% |
| Household Cleaning Products | How-to guides | 20% |
| Household Cleaning Products | category-page | 13% |
| Household Cleaning Products | Comparisons | 7% |
| Car Insurance | Editorial | 40% |
| Car Insurance | How-to guides | 28% |
| Car Insurance | Comparisons | 12% |
| Car Insurance | Product pages | 11% |
| Car Insurance | Other | 3% |
| Home Insurance | Editorial | 42% |
| Home Insurance | How-to guides | 24% |
| Home Insurance | Product pages | 14% |
| Home Insurance | Comparisons | 8% |
| Home Insurance | Other | 4% |
| Champagne & Cognac | How-to guides | 27% |
| Champagne & Cognac | Editorial | 27% |
| Champagne & Cognac | Product pages | 16% |
| Champagne & Cognac | category-page | 14% |
| Champagne & Cognac | Other | 8% |
| Fashion & Leather Goods | How-to guides | 32% |
| Fashion & Leather Goods | Editorial | 29% |
| Fashion & Leather Goods | Product pages | 12% |
| Fashion & Leather Goods | Listicles | 9% |
| Fashion & Leather Goods | Other | 7% |
| Fragrance & Beauty | How-to guides | 40% |
| Fragrance & Beauty | Editorial | 30% |
| Fragrance & Beauty | Comparisons | 13% |
| Fragrance & Beauty | Other | 6% |
| Fragrance & Beauty | Listicles | 4% |
| Watches & Jewellery | Editorial | 39% |
| Watches & Jewellery | How-to guides | 22% |
| Watches & Jewellery | Product pages | 9% |
| Watches & Jewellery | Listicles | 7% |
| Watches & Jewellery | Other | 7% |
| Pet Care | Editorial | 24% |
| Pet Care | How-to guides | 23% |
| Pet Care | category-page | 14% |
| Pet Care | Product pages | 13% |
| Pet Care | Comparisons | 10% |
| Pet Insurance | Editorial | 35% |
| Pet Insurance | Product pages | 18% |
| Pet Insurance | How-to guides | 13% |
| Pet Insurance | Comparisons | 12% |
| Pet Insurance | Other | 9% |
| Conveyancing, Wills & Probate | How-to guides | 41% |
| Conveyancing, Wills & Probate | Editorial | 27% |
| Conveyancing, Wills & Probate | Documentation | 9% |
| Conveyancing, Wills & Probate | Comparisons | 7% |
| Conveyancing, Wills & Probate | Other | 4% |
| Job Boards | Listicles | 26% |
| Job Boards | Product pages | 22% |
| Job Boards | How-to guides | 17% |
| Job Boards | Comparisons | 9% |
| Job Boards | Editorial | 8% |
| Fitted Kitchens | Editorial | 29% |
| Fitted Kitchens | How-to guides | 28% |
| Fitted Kitchens | Comparisons | 17% |
| Fitted Kitchens | pricing | 8% |
| Fitted Kitchens | Product pages | 6% |
| Property Portals & Agents | How-to guides | 50% |
| Property Portals & Agents | Editorial | 25% |
| Property Portals & Agents | Documentation | 5% |
| Property Portals & Agents | Other | 5% |
| Property Portals & Agents | Product pages | 5% |
| Solar & Heat Pumps | How-to guides | 37% |
| Solar & Heat Pumps | Editorial | 36% |
| Solar & Heat Pumps | Documentation | 6% |
| Solar & Heat Pumps | Comparisons | 6% |
| Solar & Heat Pumps | pricing | 5% |
| Consumer Electronics & Appliances | How-to guides | 27% |
| Consumer Electronics & Appliances | Editorial | 18% |
| Consumer Electronics & Appliances | Comparisons | 16% |
| Consumer Electronics & Appliances | Listicles | 13% |
| Consumer Electronics & Appliances | Reviews | 9% |
| Fashion & Clothing | Editorial | 36% |
| Fashion & Clothing | How-to guides | 34% |
| Fashion & Clothing | Listicles | 8% |
| Fashion & Clothing | Community threads | 6% |
| Fashion & Clothing | Other | 5% |
| Marketplaces & Resale | How-to guides | 37% |
| Marketplaces & Resale | Editorial | 24% |
| Marketplaces & Resale | Product pages | 8% |
| Marketplaces & Resale | Comparisons | 8% |
| Marketplaces & Resale | Documentation | 7% |
| Parcel Delivery | How-to guides | 34% |
| Parcel Delivery | Editorial | 16% |
| Parcel Delivery | Comparisons | 14% |
| Parcel Delivery | Product pages | 10% |
| Parcel Delivery | Other | 10% |
| Budget Gyms | Editorial | 29% |
| Budget Gyms | How-to guides | 26% |
| Budget Gyms | Community threads | 11% |
| Budget Gyms | Comparisons | 9% |
| Budget Gyms | pricing | 8% |
| Running Shoes | How-to guides | 33% |
| Running Shoes | Editorial | 20% |
| Running Shoes | Listicles | 12% |
| Running Shoes | Reviews | 11% |
| Running Shoes | Comparisons | 10% |
| Budgeting & Bookkeeping Apps | Comparisons | 26% |
| Budgeting & Bookkeeping Apps | How-to guides | 23% |
| Budgeting & Bookkeeping Apps | Product pages | 16% |
| Budgeting & Bookkeeping Apps | Editorial | 13% |
| Budgeting & Bookkeeping Apps | Listicles | 8% |
| Cloud Storage & Web Hosting | Comparisons | 27% |
| Cloud Storage & Web Hosting | How-to guides | 23% |
| Cloud Storage & Web Hosting | pricing | 12% |
| Cloud Storage & Web Hosting | Editorial | 12% |
| Cloud Storage & Web Hosting | Documentation | 11% |
| Laptops | Listicles | 21% |
| Laptops | Comparisons | 18% |
| Laptops | Reviews | 16% |
| Laptops | Product pages | 14% |
| Laptops | How-to guides | 10% |
| Productivity Apps | Comparisons | 32% |
| Productivity Apps | Listicles | 15% |
| Productivity Apps | pricing | 12% |
| Productivity Apps | Product pages | 12% |
| Productivity Apps | How-to guides | 11% |
| Security Software & VPNs | How-to guides | 41% |
| Security Software & VPNs | Editorial | 19% |
| Security Software & VPNs | Comparisons | 17% |
| Security Software & VPNs | Listicles | 8% |
| Security Software & VPNs | pricing | 5% |
| Smartphones | Comparisons | 27% |
| Smartphones | Editorial | 21% |
| Smartphones | How-to guides | 16% |
| Smartphones | Listicles | 11% |
| Smartphones | Community threads | 10% |
| Broadband | How-to guides | 32% |
| Broadband | Comparisons | 27% |
| Broadband | Editorial | 22% |
| Broadband | Product pages | 7% |
| Broadband | Community threads | 5% |
| Mobile Networks | How-to guides | 44% |
| Mobile Networks | Comparisons | 25% |
| Mobile Networks | Editorial | 11% |
| Mobile Networks | Product pages | 6% |
| Mobile Networks | pricing | 6% |
| Budget Hotels | How-to guides | 30% |
| Budget Hotels | Editorial | 26% |
| Budget Hotels | Community threads | 11% |
| Budget Hotels | Product pages | 9% |
| Budget Hotels | faq | 7% |
| Long-Haul Airlines | How-to guides | 29% |
| Long-Haul Airlines | Editorial | 23% |
| Long-Haul Airlines | Comparisons | 10% |
| Long-Haul Airlines | Product pages | 10% |
| Long-Haul Airlines | Documentation | 9% |
| Package Holidays, Cruises & Tours | Editorial | 31% |
| Package Holidays, Cruises & Tours | How-to guides | 26% |
| Package Holidays, Cruises & Tours | Listicles | 11% |
| Package Holidays, Cruises & Tours | Comparisons | 7% |
| Package Holidays, Cruises & Tours | Other | 7% |
The freshness economy
AI wants this month's answer in betting & gaming, and last year's in discount stores.
Median age of the content AI cites, by category — from each page's last-modified date. Where the bar is short, stale content is invisible no matter how good it is; where it is long, evergreen pages keep earning.
The data behind this chart
| Category | Median age of cited content |
|---|---|
| Betting & Gaming | 1.5 months |
| Opticians & Eyecare | 1.5 months |
| Price Comparison Sites | 1.5 months |
| Payments & BNPL | 1.5 months |
| Marketplaces & Resale | 1.5 months |
| Universities | 1.5 months |
| Furniture & Homeware | 1.5 months |
| Food-to-Go & Bakeries | 1.5 months |
| Home Insurance | 1.5 months |
| Health Insurance | 1.5 months |
| Parcel Delivery | 1.5 months |
| Credit Cards | 1.5 months |
| Private Healthcare | 1.5 months |
| Pensions | 1.5 months |
| Pet Insurance | 1.5 months |
| Pain Relief | 1.5 months |
| Budget Gyms | 1.5 months |
| Online Learning | 1.5 months |
| Running Shoes | 1.5 months |
| Cloud Storage & Web Hosting | 1.5 months |
| Energy Suppliers | 1.5 months |
| Bed-in-a-Box Mattresses | 1.5 months |
| Budgeting & Bookkeeping Apps | 1.5 months |
| Car Leasing | 1.5 months |
| Fashion & Clothing | 1.5 months |
| Digital Current Accounts | 1.5 months |
| Life Insurance | 1.5 months |
| Mortgages | 1.5 months |
| Laptops | 1.5 months |
| Investment Platforms | 1.5 months |
| Streaming Services | 1.5 months |
| Smartphones | 1.6 months |
| Property Portals & Agents | 1.6 months |
| Security Software & VPNs | 1.6 months |
| Car Insurance | 1.6 months |
| Video Games | 1.6 months |
| Job Boards | 1.6 months |
| Fuel & EV Charging | 1.6 months |
| Broadband | 1.6 months |
| Electric Cars | 1.6 months |
| Mobile Networks | 1.6 months |
| Business Banking | 1.6 months |
| Fitted Kitchens | 1.6 months |
| Consumer Electronics & Appliances | 1.6 months |
| Chocolate | 1.7 months |
| Supermarkets | 1.7 months |
| Watches & Jewellery | 1.7 months |
| Luxury SUVs & 4x4s | 1.7 months |
| Vitamins & Supplements | 1.7 months |
| Productivity Apps | 1.8 months |
| Champagne & Cognac | 1.8 months |
| Package Holidays, Cruises & Tours | 1.9 months |
| Food Delivery | 1.9 months |
| Haircare | 1.9 months |
| Fashion & Leather Goods | 1.9 months |
| Solar & Heat Pumps | 2.0 months |
| Pet Care | 2.0 months |
| Conveyancing, Wills & Probate | 2.1 months |
| Dental Care | 2.1 months |
| Used Cars | 2.2 months |
| Household Cleaning Products | 2.2 months |
| Dermatological Skincare | 2.3 months |
| Budget Hotels | 2.3 months |
| Soft Drinks | 2.5 months |
| Long-Haul Airlines | 2.5 months |
| Fragrance & Beauty | 2.6 months |
| Discount Stores | 2.8 months |
Age is measured from each page's last-modified date, which about half of pages publish; categories without enough dated pages are omitted rather than guessed.
The readiness league
Fuel & EV Charging brands build for AI. Video Games brands don't — yet.
How ready each category's brand-owned pages are for AI search, scored on eight structural signals models reward. A low score is not a verdict on the brands; it is the size of the opportunity sitting in front of whoever moves first.
The data behind this chart
| Category | Mean readiness | Brand pages profiled |
|---|---|---|
| Fuel & EV Charging | 55 | 149 |
| Solar & Heat Pumps | 50 | 220 |
| Budgeting & Bookkeeping Apps | 48 | 77 |
| Credit Cards | 48 | 145 |
| Price Comparison Sites | 47 | 612 |
| Pet Insurance | 46 | 261 |
| Pensions | 45 | 330 |
| Business Banking | 45 | 292 |
| Household Cleaning Products | 42 | 313 |
| Chocolate | 41 | 363 |
| Conveyancing, Wills & Probate | 40 | 142 |
| Dermatological Skincare | 39 | 186 |
| Investment Platforms | 39 | 169 |
| Cloud Storage & Web Hosting | 38 | 154 |
| Payments & BNPL | 37 | 378 |
| Home Insurance | 37 | 368 |
| Parcel Delivery | 36 | 545 |
| Productivity Apps | 35 | 102 |
| Bed-in-a-Box Mattresses | 35 | 295 |
| Life Insurance | 35 | 592 |
| Laptops | 35 | 546 |
| Mortgages | 34 | 617 |
| Digital Current Accounts | 34 | 204 |
| Private Healthcare | 33 | 497 |
| Consumer Electronics & Appliances | 33 | 316 |
| Car Insurance | 33 | 400 |
| Security Software & VPNs | 33 | 417 |
| Car Leasing | 33 | 171 |
| Broadband | 33 | 631 |
| Online Learning | 33 | 333 |
| Champagne & Cognac | 32 | 344 |
| Electric Cars | 32 | 317 |
| Pet Care | 32 | 169 |
| Universities | 31 | 389 |
| Pain Relief | 31 | 418 |
| Mobile Networks | 31 | 628 |
| Job Boards | 31 | 55 |
| Vitamins & Supplements | 31 | 283 |
| Fitted Kitchens | 31 | 271 |
| Dental Care | 30 | 506 |
| Luxury SUVs & 4x4s | 28 | 428 |
| Health Insurance | 28 | 609 |
| Budget Gyms | 27 | 472 |
| Smartphones | 27 | 370 |
| Opticians & Eyecare | 26 | 487 |
| Property Portals & Agents | 25 | 384 |
| Long-Haul Airlines | 25 | 211 |
| Food-to-Go & Bakeries | 25 | 319 |
| Furniture & Homeware | 25 | 234 |
| Package Holidays, Cruises & Tours | 24 | 232 |
| Energy Suppliers | 23 | 283 |
| Streaming Services | 23 | 540 |
| Haircare | 23 | 432 |
| Used Cars | 23 | 356 |
| Betting & Gaming | 23 | 221 |
| Running Shoes | 21 | 256 |
| Food Delivery | 20 | 504 |
| Marketplaces & Resale | 20 | 426 |
| Budget Hotels | 20 | 566 |
| Fragrance & Beauty | 20 | 275 |
| Soft Drinks | 20 | 246 |
| Watches & Jewellery | 20 | 247 |
| Fashion & Clothing | 19 | 215 |
| Supermarkets | 19 | 186 |
| Discount Stores | 19 | 538 |
| Fashion & Leather Goods | 17 | 231 |
| Video Games | 14 | 694 |
Chapter six · Three judges
Three AIs, three personalities.
Ask the same 1340 questions and the judges behave differently: Gemini names 2.9 brands per answer; ChatGPT keeps counsel with the fewest sources. Winning one model's answer does not win the others'.
Claude
Brands named per answer1.8
Sources cited per answer3.4
The middle judge — a shortlist, tightly sourced.
Gemini
Brands named per answer2.9
Sources cited per answer6.9
The breadth engine — casts the widest net of brands and sources.
ChatGPT
Brands named per answer1.9
Sources cited per answer2.5
The most selective — few names, fewer sources, high conviction.
Explore the data
Watch the crowns move.
The programme re-runs every week and audits every cited page monthly — the boards below are live, and this report re-writes itself as the data changes.
Finance
Business Banking
Xero 43%
Credit Cards
Barclaycard 23%
Digital Current Accounts
Monzo 43%
Investment Platforms
Capital.com 40%
Life Insurance
Aviva 30%
Mortgages
Halifax 12%
Payments & BNPL
Apple Pay 48%
Pensions
Hargreaves Lansdown 10%
Price Comparison Sites
Money.co.uk 18%
Health
Dental Care
Invisalign 8%
Health Insurance
Bupa 43%
Opticians & Eyecare
Specsavers 27%
Pain Relief
Ibuprofen 90%
Private Healthcare
Bupa 20%
Vitamins & Supplements
Boots 8%
Technology
Budgeting & Bookkeeping Apps
Emma 38%
Cloud Storage & Web Hosting
Google Drive 53%
Laptops
Lenovo 62%
Productivity Apps
Apple Notes 62%
Security Software & VPNs
Microsoft Defender 35%
Smartphones
Samsung 60%
Automotive
Car Leasing
First Vehicle Leasing 5%
Electric Cars
Tesla 40%
Luxury SUVs & 4x4s
Mercedes-Benz 37%
Used Cars
Auto Trader 7%
Luxury
Champagne & Cognac
Dom Pérignon 25%
Fashion & Leather Goods
Hermès 30%
Fragrance & Beauty
Charlotte Tilbury 7%
Watches & Jewellery
Rolex 28%
Retail
Consumer Electronics & Appliances
Bosch 17%
Fashion & Clothing
Very 28%
Marketplaces & Resale
eBay 57%
Parcel Delivery
Royal Mail 93%
Entertainment
Betting & Gaming
bet365 30%
Streaming Services
Netflix 65%
Video Games
PlayStation 87%
Home
Bed-in-a-Box Mattresses
Simba 20%
Furniture & Homeware
IKEA 32%
Household Cleaning Products
Dettol 20%
Property
Fitted Kitchens
DIY Kitchens 8%
Property Portals & Agents
Zoopla 32%
Solar & Heat Pumps
Octopus Energy 13%
Travel
Budget Hotels
Premier Inn 40%
Long-Haul Airlines
British Airways 40%
Package Holidays, Cruises & Tours
Booking.com 47%
Drink
Soft Drinks
Fanta 40%
Method: each category runs a fixed set of 20 unbranded consumer prompts (spread across the buying journey, written from persona and need-state pairings) against ChatGPT, Claude and Gemini weekly. Visibility is the share of answers naming a brand; the read→cited figures use Claude and ChatGPT only, because Gemini does not separate pages it read from pages it cited. Findings are correlational observations of model behaviour at the time of each run. Data updated Fri, 16 Oct 2026 18:12:11 GMT.