What is a critical consumer?

A critical consumer is someone who filters information they gather from the media. Not everything you read in a magazine is true and critical consumers will realize a hypothesis vs a fact and will treat the hypothesis with skepticism. Example: "Women in America are on average 10% overweight". This data may be taken from a sample of 100 women in South Carolina. Therefor this "fact" can be disregarded due to its inability to take into consideration all women in America.