{"id":10104,"date":"2020-03-05T10:00:06","date_gmt":"2020-03-05T15:00:06","guid":{"rendered":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/short-reads\/%year%\/%monthnum%\/%day%\/most-americans-rely-on-their-own-research-to-make-big-decisions-and-that-often-means-online-searches\/"},"modified":"2024-04-14T01:16:12","modified_gmt":"2024-04-14T06:16:12","slug":"most-americans-rely-on-their-own-research-to-make-big-decisions-and-that-often-means-online-searches","status":"publish","type":"short-read","link":"https:\/\/alpha.pewresearch.org\/pewresearch-org\/short-reads\/2020\/03\/05\/most-americans-rely-on-their-own-research-to-make-big-decisions-and-that-often-means-online-searches\/","title":{"rendered":"Most Americans rely on their own research to make big decisions, and that often means online searches"},"content":{"rendered":"
\"One-third<\/a><\/p>\n

\"(Watchara
(Watchara Piriyaputtanapun via Getty Images)<\/figcaption><\/figure><\/figure>\n\n

When it comes to where Americans place their trust as they gather information before making an important decision, a big majority (81%) say they rely a lot on their own research \u2013 many more than say they rely a lot on friends and family (43%) or professional experts (31%), according to a 2018 Pew Research Center survey. Some 15% also say they rely on their own research \u201ca little\u201d as they make major decisions.<\/p>\n\n

\"\"<\/a><\/figure>\n\n

The 96% of those in the survey who said they rely on their own research a lot or a little were asked to explain in their own words what they mean by \u201cdoing their own research.\u201d In answering this open-ended question, they cited a host of sources that often start \u2013 but do not end \u2013 with searching on the internet. Overall, 46% explained they turned to digital tools, while 25% said they turned to other people for advice. Less commonly cited strategies for self-conducted research included people relying on their prior education or life experiences (11%), reading print media (8%), and consulting religious wisdom (4%). For some, it meant letting their instincts and \u201cgut\u201d inform their decision. Many reported using multiple strategies when seeking advice, often depending on the type of decision they are trying to make.<\/p>\n\n

Several themes stood out as Americans explained in writing the way they do their own research when they make big decisions (responses edited for punctuation, spelling and clarity).<\/p>\n\n

<\/div>\n\n\n

How we did this<\/h1>\n\n

This post draws on a survey of 10,618 U.S. adults conducted Nov. 27-Dec. 10, 2018, for a report on \u201cTrust and Distrust in America<\/a>.\u201d Everyone who took part is a member of Pew Research Center\u2019s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP\u2019s methodology<\/a>.<\/p>\n\n

Here are the questions used<\/a> for this report, along with responses, and its methodology<\/a>.\n<\/p>\n\n

The internet is a starting point, but often not the endpoint:<\/h4>\n\n

\u201cI rely on information on the internet, e.g., a move to another city made me look up geographical information, cost of living, and also info from residents of the new area and also input from friends of long standing, using <\/em>their experiences.\u201d \u2013 Woman, 77<\/em><\/p>\n\n

\"\"<\/a><\/figure>\n\n\n\n

\u201cIf I were to change jobs, enter college, etc., I would conduct research on the internet. I would search for news articles, seek out publications that evaluate the choices, and try to talk directly to experts or people with relevant experiences.\u201d \u2013 Man, 54<\/em><\/p>\n\n

\u201cFirst, I will do a fairly rigorous web search, comparing multiple sources of information for both content and reliability. Afterward, I will follow up with books and other resources from the library.\u201d \u2013 Man, 45<\/em><\/p>\n\n

I try to use multiple sources:<\/h4>\n\n

\u201cAll available: Web, reviews, leg work, asking questions, reviewing with my family, finding people who had the same decision to make and get their take on it.\u201d \u2013 Man, 54<\/em><\/p>\n\n

\u201cInternet, books, articles and others\u2019 experiences. Whatever medium contains information that is relevant and deemed reliable by me.\u201d \u2013 Male, age 45<\/em><\/p>\n\n

My guides are my gut and my searches:<\/em><\/h4>\n\n

\u201cMy instincts. My wisdom. Google \u2026. My gut feelings.\u201d \u2013 Woman, 60 <\/em><\/p>\n\n

\u201cI research and read up on everything and everyone involved. I use the internet and research what is available, but I trust my instincts when making decisions.\u201d \u2013 Woman, 54<\/em><\/p>\n\n

Experts can be found easily online:<\/h4>\n\n

\u201cAuthoritative sources on the internet written by experts on the subject, primarily.\u201d \u2013 Man, 48<\/em><\/p>\n\n

Feedback loops matter:<\/h4>\n\n

\u201cTalk to my parents and grandparents. I then talk to a friend who\u2019s a subject matter expert if available. I finally move to internet research and research heavily on the internet. If any questions remain I circle back to the beginning and loop through again.\u201d \u2013 Man, 26<\/em><\/p>\n\n

I rely on people who have been through the same experience:<\/h4>\n\n

\u201cDiscussions with people who have been in the same situation. Professional advice from doctors, pastors, counselors. Do research on my own via the internet.\u201d \u2013 Woman, 72<\/em><\/p>\n\n

Religion sometimes matters:<\/h4>\n\n

[I do]<\/p>\n\n\n

\u201cMajor decisions are always led with a conversation with husband. Talking with professional and going online to look at options mentioned by professional plus other alternatives. Is it in line with my faith or scripturally sound? Talking with a trusted friend.\u201d \u2013 Woman, 65<\/em><\/p>\n\n

Libraries can help:<\/h4>\n\n

\u201cLook for resources at the library and I love YouTube because it provides more a personal resource.\u201d \u2013 Woman, 39<\/em><\/p>\n\n

\u201cGoogle and library.\u201d \u2013 Woman, 20 <\/em><\/p>\n\n

[major decisions]<\/p>\n\n\n

Reviews and ratings help people in their research<\/h4>\n\n

The rise of digital resources on the web and apps has occurred at a time of decreasing trust in institutions like the government<\/a>, news media<\/a> and higher education<\/a>. The move by people to do their own research online is also taking place as the internet is allowing crowds of people to post reviews, ratings and comments of the things they purchase and experience. This internet-enabled, crowd-based activity has been described as distributed trust<\/a>.<\/p>\n\n

\"\"<\/a><\/figure>\n\n

The 2018 survey also asked questions about people\u2019s use of online reviews and ratings. An overwhelming majority (93%) of Americans report reading customer reviews and ratings at least sometimes when buying a product or service for the first time.<\/p>\n\n

By and large, Americans have confidence that reviews and ratings can be beneficial: Majorities say reviews have at least a somewhat positive effect on consumer confidence (88% think they help a lot or some), product safety (80%) and company accountability (78%).<\/p>\n\n

Note: Here are the questions used<\/a> for this report, along with responses, and its methodology<\/a>.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

A big majority (81%) of Americans say they rely a lot on their own research \u2013 more than say they rely a lot on friends and family or 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