Fact Findings: Top 10 Insights
1
Majority go online for information
When looking for factual information, two-thirds turn to Google or other search engines.
2
Uncertainty is widespread
There is uncertainty about how to identify truth, with just under 40% saying they were not sure how to tell what information was true.
3
Pandemic exacerbated concerns of misinformation
74% agree that the COVID-19 pandemic has made them more cautious about the accuracy of the information they encounter (rising to 80% in India, Mexico, and South Africa).
4
Trust in experts at an all-time high
After increased exposure to scientists and academic research throughout the COVID-19 pandemic, almost eight in 10 (79%) rely on experts to understand whether something is truthful.
5
Confusion over facts standing the test of time
Over half (52%) think that once something is true, it’s true forever, while almost two thirds (65%) said that they think facts change over time.
6
Markets divided over interpretation of facts
65% agree that facts should be open to interpretation, however, this varies across markets with 83% in India and around half for the UK (51%) and US (47%).
7
Three quarters were confident that the information they shared from social media was true.
8
Governments and politicians have a role to play
Almost half of us still think politicians and government play a significant role in distinguishing fact from fiction (47%).
9
Parents rely on own knowledge to teach their children
When it comes to teaching children, the same number of parents rely on teachers (36%) as do on their own knowledge based on what they learned growing up (32%).
10
Consulting multiple sources best practice for many
80% usually consult more than one source to understand if something is true and believe all truths should be backed up by solid evidence.