Methodology and definitions

Appendix A: Full methodology

Participant eligibility and sample size

During May 2026, 1,128 consumers in the United States completed the study. To qualify for participation in the study, respondents were required to meet two strict screening criteria:

1. Identify as an active user of AI technologies.

2. Have made two or more online purchases within the 30 days prior to survey administration.

The sample consisted of adults aged 18 to 75. The survey was conducted at a 95% confidence level with a +-2.92% margin of error.

The age distribution of the final sample:

• 18–29: 23%

• 30–45: 41%

• 46–61: 21%

• 62–75: 15%

Sampling strategy and household income distribution

The sample was sourced through a panel provider, using their vetted consumer panel networks.

To anticipate future market evolution, this study intentionally oversampled high-earning consumers, with 33% of the total sample reporting a household income (HHI) of $100,000 or greater.

While this group represents high-value spenders, their primary purpose is as a proxy for early adopters of agentic behavior. Analyzing this forward-looking segment was intended to provide brands with a 12-to-18-month lead time on the behavioral shifts expected to eventually redefine the broader consumer landscape.

The full HHI distribution of the study sample:

• Less than $50,000: 29%

• $50,000 – $99,999: 37%

• $100,000 – $149,999: 19%

• $150,000 +: 14%

• Prefer not to say: 0% (n=5)

Data collection and quality assurance

The survey was administered digitally through the panel provider's platform. To ensure data integrity and insight validity, rigorous quality control and data-cleaning measures were implemented after fielding completed, including:

• Attention checks: Implementation of trap questions to identify and eliminate automated, incoherent, or non-attentive responses.

• Speeder removal: Exclusion of respondents who completed the survey below a statistically realistic time threshold, indicating a lack of thoughtful engagement with the questions.

Appendix B: Product category definitions

Where this report references product categories, the list below provides representative examples of items included within each.

• Electronics & Tech: Headphones, cables, smart home gear

• Apparel & Fashion: Basic clothing, shoes, accessories

• Grocery & Household: Cleaning supplies, pantry staples, snacks

• Health & Wellness: Vitamins, supplements, skincare

• Home & Kitchen: Small appliances, decor, furniture

• Hobbies & Leisure: Fitness tools, gaming gear, craft supplies

• Travel & Experiences: Booking activities or rental gear

• Financial Services: Software, insurance, or credit cards

• Luxury & High-Value: Designer brands or authenticated items

• Automotive: Car parts, e-bikes, or insurance