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Which Source Do You Trust Most?

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.

VoteAll (1204) 
friends & family37.1% (+3.0 / -2.9)
newspapers32.5% (+3.0 / -2.8)
search engines19.3% (+2.6 / -2.4)
social media websites6.7% (+2.0 / -1.6)
weblogs4.4% (+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.

VoteMen (643) Women (561) 
friends & family34.7% (+4.0 / -3.8)39.4% (+4.6 / -4.4)
newspapers34.1% (+4.0 / -3.8)31.0% (+4.4 / -4.1)
search engines20.1% (+3.5 / -3.1)18.6% (+3.9 / -3.4)
social media websites5.7% (+2.5 / -1.8)7.6% (+3.3 / -2.3)
weblogs5.5% (+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.

Vote18-24 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 & family39.8% (+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)
newspapers26.2% (+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 engines19.7% (+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 websites11.0% (+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)
weblogs3.3% (+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.

VoteThe US Midwest (252) The US Northeast (311) The US South (372) The US West (269) 
friends & family40.2% (+6.9 / -6.6)39.0% (+6.2 / -5.9)34.9% (+5.3 / -5.0)36.1% (+6.2 / -5.8)
newspapers30.4% (+6.8 / -6.1)36.0% (+6.1 / -5.7)33.7% (+5.2 / -4.9)29.9% (+6.1 / -5.5)
search engines21.5% (+6.4 / -5.3)15.7% (+5.2 / -4.1)18.7% (+4.6 / -3.9)21.2% (+5.5 / -4.6)
social media websites6.7% (+5.1 / -3.0)5.2% (+4.3 / -2.4)6.6% (+3.8 / -2.5)7.9% (+4.5 / -3.0)
weblogs1.3% (+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.

VoteUrban areas (602) Rural areas (91) Suburban areas (480) 
friends & family30.9% (+4.4 / -4.0)45.8% (+11.3 / -10.9)38.7% (+4.9 / -4.7)
newspapers38.5% (+4.7 / -4.5)25.4% (+11.3 / -8.7)30.0% (+4.5 / -4.2)
search engines18.4% (+4.2 / -3.6)20.2% (+10.4 / -7.5)20.2% (+4.3 / -3.7)
social media websites8.5% (+4.1 / -2.8)2.3% (+14.6 / -2.1)6.2% (+4.3 / -2.6)
weblogs3.7% (+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).

VotePeople 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 & family40.6% (+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)
newspapers25.6% (+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 engines22.8% (+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 websites7.2% (+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)
weblogs3.8% (+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)
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