Clutch Report: 85% of Consumers Say Brand Discovery Has Changed

Brands invisible across digital and physical channels risk being overlooked.

WASHINGTON--(BUSINESS WIRE)--New Clutch research finds that 85% of consumers say the way they discover brands has fundamentally changed over the last five years. With nearly 60% of consumers discovering brands online and 78% still finding new brands while physically shopping, discovery is no longer a single channel; it's everywhere at once. Forty-seven percent of consumers predict AI will be the biggest force shaping brand discovery.

Discovery Happens Fast

Once a consumer finds a new brand, they move quickly. Nearly three in four (72%) make a purchase within a month of discovery. Social media drives daily exposure (34%), as consumers encounter a new brand on social every day, while 43% turn to Google or another search engine when actively researching.

Trust Is What Converts

Reach without credibility doesn't close. Forty-two percent of consumers say positive reviews are the top factor in converting discovery into a purchase, and nearly 40% trust friends and family most when evaluating a brand. Only 5% say influencers are their most trusted source.

"Getting discovered is half the battle," said Anna Peck, Analyst at Clutch. "Consumers are moving fast, from first exposure to purchase in a matter of days, and the brands that convert are the ones that have already built credibility through reviews, word of mouth, and consistent presence across channels."

AI Is an Emerging Channel Brands Can't Ignore

Most consumers (56%) haven't yet discovered a brand through AI, but adoption is accelerating. Gen Z, Millennials, and Gen X are all experimenting at similar rates, and 47% of all consumers expect AI tools to define how they find brands in the years ahead.

The full report is available on Clutch.

About Clutch

Clutch powers how businesses discover, evaluate, and hire the right B2B service partners. Through verified reviews, structured comparisons, and intelligent matching, Clutch helps business leaders make confident decisions about the expertise they rely on, wherever their search starts. As B2B discovery evolves across marketplaces and AI-driven search, Clutch delivers the credibility signals and visibility that both buyers and providers need to navigate an increasingly complex decision environment. Today, over 400,000 service providers across more than 1,900 categories trust Clutch to connect them with buyers ready to hire.