Home,
sub-category by sub-category
2 home categories, each asked the questions real UK consumers ask, every month. Do they behave like one market or several? On the measures below, Home behaves like a family.
They agree on leader visibility. They split on model agreement.
Each strip is one measure. The grey band is the programme's full range; the gold span is where Home's sub-categories sit inside it, one dot each. A ratio under 1 means they cluster tighter than the programme — a category with a shared logic — and over 1 means they are further apart than categories chosen at random.
The data behind this chart
| Measure | Sub-category | Value | Within-category spread | Programme spread | Ratio |
|---|---|---|---|---|---|
| Concentration | Household Cleaning Products | 49% | 5.9 | 14.4 | 0.41 |
| Bed-in-a-Box Mattresses | 37% | ||||
| Leader visibility | Household Cleaning Products | 20% | 2.5 | 22.6 | 0.11 |
| Bed-in-a-Box Mattresses | 15% | ||||
| Read → cited | Household Cleaning Products | 61% | 13.3 | 11.6 | 1.15 |
| Bed-in-a-Box Mattresses | 34% | ||||
| Model agreement | Household Cleaning Products | 100% | 50.0 | 36.0 | 1.39 |
| Bed-in-a-Box Mattresses | 0% |
2 crowns, 2 different heads.
The most-named brand in each sub-category's answers. No brand leads more than one sub-category here — each is its own contest.
1 sources referee more than one home category.
The independent sources AI cites in the answers — counted only where they appear in the top sources of at least two of Home's sub-categories. nhs.uk is trusted across 2 of 2: the place a home brand needs to be seen whatever it sells.
Brand pages convert 61% of reads in household cleaning products, 34% in bed-in-a-box mattresses.
When Claude or ChatGPT opens a brand's own page while answering, how often does it make the cited sources? The spread inside Home is as wide as the programme's: what gets cited differs sub-category by sub-category.
Every home story, and every other category.
Method: every sub-category runs 20 unbranded consumer prompts monthly against ChatGPT, Claude and Gemini. Alikeness compares each measure's spread within Home to its spread across every category in the programme (population standard deviations); model agreement is the share of models naming the same leader; read→cited uses Claude and ChatGPT only. Correlational observations of model behaviour at the time of each run. Data updated Wed, 02 Sep 2026 04:24:08 GMT.