Digital research habits are reshaping the path to purchase

Sixty percent of respondents said they turn to Quora when researching products or preparing to purchase. Trust in the platform runs high; 67% said they rely on the information and recommendations they find there. Nearly 70% said positive reviews on Quora have influenced their purchase decisions, and one in four users reported buying something directly based on what they read. The findings point to Quora's Q&A format as a growing touchpoint for Indian consumers, particularly when they're weighing options in the final stages of a purchase.

The data points to a clear shift: unlike social feeds built around entertainment or passive browsing, Quora attracts users with active intent. People who arrive with questions and leave with answers that shape what they buy. That behaviour extends to search as well, with 61% of users clicking a Quora link after Googling a product or query. Quora’s prominence in AI-assisted search is also rising. The platform ranks as the most-cited domain in Google’s AI Overviews and fourth in Google AI Mode, according to Semrush research — a sign of how often AI systems surface Quora’s long-form, expertise-driven content.

“For advertisers, this represents a unique opportunity to meet consumers when they’re actively seeking credible information,” said Gurmit Singh, General Manager, Quora India.

As AI reshapes discovery and consumers gravitate toward trusted, peer-led insights, the survey reinforces Quora’s position as a platform where curiosity often converts to purchase and where brands may find some of the most intent-rich audiences online.