The consumer surveys work as a "soft paywall" for websites offering premium content. Users visiting these websites have the option of responding to a survey to access content for free. Every time a user responds to a survey, the publishers earn US$0.05. The results of the survey are sold to Google's business customers such as market research firms and small businesses.
Notable uses of Google consumer surveys include voter information tools and behavior surveys of holiday travelers. Google consumer surveys published voter opinion polls leading up to the 2012 US presidential elections. According to New York Times' blogger and statistician Nate Silver, the Google consumer surveys' election polls were ranked second in terms of reliability and lack of bias in predicting election results.