B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
23%
23% -- share of least receptive buyers in category audience for Category audiences (average across categories, WPP Media study) (2025)
On average, the least receptive buyers make up 23% of each category's audience.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
23%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,200,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
WPP Media
Primary
Tier A
https://www.wppmedia.com/news/how-humans-decide ↗
Source Article
How Humans Decide | WPP Media
Research28th Oct 2025•5 minute read
How Humans Decide: What drives consumer choice, and how should brands respond?
Real influencing of a sale requires a deeper understanding of how people really make choices - one that reflects the differences among consumers, categories and the channels marketers u…
Original Research
WPP Media
· Original study ↗
Methodology
Average share of each category's audience composed of the least marketing-receptive buyers; based on 1.2 million purchase journeys
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Category audiences (average across categories, WPP Media study): 23% share of least receptive buyers in category audience. Source: WPP Media (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/least-receptive-buyers-share-23pct
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<blockquote cite="https://lighthousedata.io/data/least-receptive-buyers-share-23pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- share of least receptive buyers in category audience for Category audiences (average across categories, WPP Media study)<br><small>Source: WPP Media (2025) · <a href="https://lighthousedata.io/data/least-receptive-buyers-share-23pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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