UK Consumers Are Slow To Adopt Answer Engines For Product Discovery

In Forrester’s October 2025 Consumer Pulse Survey, 22% of UK online adults said they had used ChatGPT and 4% used Perplexity in the past month to search for products they were interested in buying. This is a small increase from Forrester’s February 2025 Consumer Pulse Survey, where 16% of UK online adults had used ChatGPT for this purpose in the past month and 2% Perplexity. Google and Amazon still command the lion’s share of product discovery searches in October 2025 — 69% and 56%, respectively. While we predict that answer engines will continue to steal traffic in 2026, brands and retailers should expect limited growth from answer engines during the 2025 holiday season.