Every figure we use on this site, with its source, its year and its country. If a number isn't on this list, we don't use it on any page.
69% of people in Spain have used a generative AI tool, up from 51% the year before. And it isn't just used more: frequent use — daily or several times a week — rises from 27.8% to 39.1%.
Spanish and from this year: that's why it tops the list. It measures the use of generative AI in general, NOT how many people use it to find a local business — this study doesn't make that leap, and neither do we.
The share of consumers who use AI to ask for local business recommendations went from 6% to 45% in a year. It's the third most used route, behind Google and Facebook.
A survey of 1,002 consumers in the United States. There's no equivalent study for Spain yet; we use the figure because the trend is the same, and we say so because the origin isn't.
97% of consumers read reviews before choosing a local business. 41% always read them, up from 29% the year before.
Same survey: 1,002 consumers in the United States.
Of 309 hair salons and barbershops analysed in Barcelona, 61% don't have a real website of their own: either they have none, or what they have is a directory listing or a profile on a booking platform.
It's ours and it's local: we measured it ourselves on real businesses in Barcelona. It holds for the sector and the city we measured, not for the whole of Spain — which is why we don't write it as if it did.
53% of mobile visits are abandoned if the page takes more than three seconds to load. The average load time was 19 seconds on 3G and 14 on 4G.
It's Google research and it's quoted everywhere, but it's from 2016–2017. Connections have improved since then; the behaviour — you leave if it's slow — hasn't. We use it because there's no more recent study as solid, not because it's new.
Content in question-and-answer format is roughly 40% more likely to be cited by AI systems than the same content under descriptive or categorical headings.
Careful how it's told: the study compares content FORMATS, not pages with an FAQ versus pages without one. Saying “FAQs get 40% more mentions” would be stretching the figure, and we don't say it.
Among the top million websites, 10.6% block GPTBot (ChatGPT's crawler) in their robots.txt; ClaudeBot, 9.1%; PerplexityBot, 6%. Among the top thousand it rises to 25%.
It's the opposite of what gets repeated (“most sites block AI”): blocking is a minority, except among news sites. A separate analysis of the 5,000 most visited websites (Calder, Sep 2026) found that almost half of the sites that block GPTBot also block the crawler that lets ChatGPT cite them, through a blanket rule nobody thought through. That's a blog, not a study: we present it as “an analysis”, not as fact.
Across 15,000 queries, only 12% of the pages cited by ChatGPT, Gemini, Copilot and Perplexity are in Google's top ten results. ChatGPT, 8%; Perplexity, 29%. In Google's own AI summaries, 38% (March 2026).
Data from English-language queries and large websites; nothing measures small Spanish websites. And it disproves what our old page said (“almost everything AI cites comes from Google's top results”): ranking on Google helps above all in Google's own summaries; in ChatGPT, getting AI to read you is a separate job.
Google is still local consumers' top source of reviews, but its share falls from 83% in 2025 to 71% in 2026.
Same survey: 1,002 consumers in the United States. And beware the easy reading: Google drops twelve points, it doesn't disappear — it's still the top source by a wide margin.
Across 680 million citations, only 11% of domains are cited by both ChatGPT and Perplexity. 37.4% are cited only by ChatGPT and 51.6% only by Perplexity.
It's a report from a company in the sector, not an independent study, and it measures B2B software queries in English: nothing about local Spanish businesses. We use it for what it does support — that each AI reads different sites — and not as a figure for our market.
31% of consumers will only use a business with 4.5 stars or more. The year before, it was 17%.
Same survey: 1,002 consumers in the United States.
47% of consumers won't use a business that has fewer than 20 reviews.
Same survey: 1,002 consumers in the United States.
74% look for reviews written in the last three months; 32%, from the last two weeks — up from 20% the year before.
Same survey: 1,002 consumers in the United States. It's what people SAY they look for, not what they've been measured doing.
88% of consumers would use a business that replies to all its reviews; only 47% would use one that replies to none. Separately, 89% expect the owner to reply.
Same survey: 1,002 consumers in the United States. The two figures compare WILLINGNESS to use the business depending on whether it replies to all its reviews or to none; they are not “how many businesses reply”. Putting it that way would be a different figure.
Spot something that doesn't add up? Email us at hola@wiweb.io and we'll correct it or take it down. We'd rather lose an argument than keep a figure that doesn't hold up.
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