Which Source Do You Trust Most?

Apr 15th

Consumer Search Insights.

Which do you trust most as a source of advice on important issues?

People tend to trust friends & family and the mainstream media far more than they trust websites & search engines.

Vote All (1204) 
friends & family 37.1% (+3.0 / -2.9)
newspapers 32.5% (+3.0 / -2.8)
search engines 19.3% (+2.6 / -2.4)
social media websites 6.7% (+2.0 / -1.6)
weblogs 4.4% (+1.9 / -1.3)

Relative to one another, men tend to trust newspapers, search engines & weblogs more; whereas women tend to trust friends & family and social media websites more.

Vote Men (643)  Women (561) 
friends & family 34.7% (+4.0 / -3.8) 39.4% (+4.6 / -4.4)
newspapers 34.1% (+4.0 / -3.8) 31.0% (+4.4 / -4.1)
search engines 20.1% (+3.5 / -3.1) 18.6% (+3.9 / -3.4)
social media websites 5.7% (+2.5 / -1.8) 7.6% (+3.3 / -2.3)
weblogs 5.5% (+2.5 / -1.8) 3.4% (+3.3 / -1.7)

The youngest age group tends to trust social media a bit more & newspapers a bit less than other age groups do. Outside of that, it is somewhat hard to see other age-based patterns.

Vote 18-24 year-olds (278)  25-34 year-olds (307)  35-44 year-olds (158)  45-54 year-olds (191)  55-64 year-olds (166)  65+ year-olds (104) 
friends & family 39.8% (+5.8 / -5.5) 34.2% (+5.8 / -5.4) 38.9% (+7.8 / -7.2) 34.0% (+6.9 / -6.3) 36.3% (+7.6 / -6.9) 37.2% (+9.8 / -8.8)
newspapers 26.2% (+5.5 / -4.8) 35.8% (+5.9 / -5.5) 33.9% (+7.7 / -6.9) 31.7% (+6.8 / -6.1) 33.1% (+7.6 / -6.8) 34.6% (+10.0 / -8.8)
search engines 19.7% (+5.1 / -4.2) 16.8% (+4.9 / -4.0) 17.7% (+6.7 / -5.2) 23.5% (+6.5 / -5.5) 21.8% (+7.1 / -5.7) 17.7% (+8.5 / -6.2)
social media websites 11.0% (+4.2 / -3.1) 6.8% (+3.6 / -2.4) 3.6% (+5.1 / -2.1) 7.4% (+4.6 / -2.9) 4.3% (+4.5 / -2.3) 6.6% (+8.0 / -3.8)
weblogs 3.3% (+2.8 / -1.5) 6.4% (+3.5 / -2.3) 6.0% (+5.1 / -2.9) 3.4% (+4.1 / -1.9) 4.4% (+5.3 / -2.5) 3.9% (+7.4 / -2.6)

Here is data by geographic region.

Vote The US Midwest (252)  The US Northeast (311)  The US South (372)  The US West (269) 
friends & family 40.2% (+6.9 / -6.6) 39.0% (+6.2 / -5.9) 34.9% (+5.3 / -5.0) 36.1% (+6.2 / -5.8)
newspapers 30.4% (+6.8 / -6.1) 36.0% (+6.1 / -5.7) 33.7% (+5.2 / -4.9) 29.9% (+6.1 / -5.5)
search engines 21.5% (+6.4 / -5.3) 15.7% (+5.2 / -4.1) 18.7% (+4.6 / -3.9) 21.2% (+5.5 / -4.6)
social media websites 6.7% (+5.1 / -3.0) 5.2% (+4.3 / -2.4) 6.6% (+3.8 / -2.5) 7.9% (+4.5 / -3.0)
weblogs 1.3% (+9.5 / -1.1) 4.1% (+4.3 / -2.1) 6.2% (+3.6 / -2.3) 4.8% (+4.3 / -2.3)

Rural people tend to trust friends & family more, while urban people tend to trust newspapers more.

Vote Urban areas (602)  Rural areas (91)  Suburban areas (480) 
friends & family 30.9% (+4.4 / -4.0) 45.8% (+11.3 / -10.9) 38.7% (+4.9 / -4.7)
newspapers 38.5% (+4.7 / -4.5) 25.4% (+11.3 / -8.7) 30.0% (+4.5 / -4.2)
search engines 18.4% (+4.2 / -3.6) 20.2% (+10.4 / -7.5) 20.2% (+4.3 / -3.7)
social media websites 8.5% (+4.1 / -2.8) 2.3% (+14.6 / -2.1) 6.2% (+4.3 / -2.6)
weblogs 3.7% (+4.2 / -2.0) 6.3% (+11.2 / -4.2) 4.8% (+4.3 / -2.3)

The richer you are, the less you generally trust friends & family. The rich also trust newspapers & blogs more (though the blog data point had a small sample size).

Vote People earning $0-24K (138)  People earning $25-49K (655)  People earning $50-74K (307)  People earning $75-99K (81)  People earning $100-149K (25) 
friends & family 40.6% (+8.7 / -8.2) 38.2% (+4.1 / -4.0) 33.9% (+6.3 / -5.8) 36.6% (+11.1 / -9.8) 14.4% (+19.1 / -9.1)
newspapers 25.6% (+9.1 / -7.4) 30.6% (+4.0 / -3.7) 37.0% (+6.4 / -6.0) 42.2% (+10.6 / -10.0) 42.2% (+20.3 / -18.0)
search engines 22.8% (+9.1 / -7.1) 20.6% (+3.7 / -3.3) 17.4% (+5.7 / -4.5) 13.4% (+10.9 / -6.4) 22.0% (+21.5 / -12.7)
social media websites 7.2% (+9.2 / -4.2) 7.0% (+3.2 / -2.3) 5.4% (+5.6 / -2.8) 5.2% (+13.2 / -3.9) 5.8% (+23.7 / -4.9)
weblogs 3.8% (+11.0 / -2.9) 3.6% (+3.5 / -1.8) 6.3% (+5.4 / -3.0) 2.6% (+18.2 / -2.3) 15.6% (+21.7 / -10.2)
Published: April 15, 2012

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