Reddit’s latest Path to Purchase research study is based on two surveys of around 14,000 respondents in the U.S. and about 6,500 respondents in the U.K. AI chatbots have become a key source of referrals for Reddit, with AI chatbots regularly citing Reddit posts and conversations to validate answers, particularly for questions related to products and services. The study also found:Reddit ranked first among all social platforms in terms of helping people make faster purchase decisions. Half of Reddit users say they come looking for the honest truth about a product, brand or service that AI can’t provide. In addition, the data indicates that half of Reddit users believe the platform regularly helps them discover something new.