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Globally, search engines remain the top destination when people are looking for more information about brands and products (53%). Consumer review sites follow closely behind (47%), with these two channels being by far the biggest go-to points.

Nevertheless, close to a quarter are now using Question & Answer sites – a significant figure considering that a platform like Quora has been around only since 2010.

If we look at the demographics underlying this, there's a slight but predictable age effect at work: 16-24s are the top group (26%). The differences are not exactly profound, though, and with usage being relatively even by income and gender, it's clear that using Q&A sites is already a cross-demographic behavior.


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