Google is equally likely to be seen as providing reliable and accurate information as television news programmes (68% v 67%).
Q1. Generally speaking, to what extent do you trust or distrust the following to provide information which is reliable and accurate?
|NET: Trust||NET: Distrust|
|Television news programmes||67%||24%|
|Results on the first page of a search engine||50%||29%|
Base: All respondents (n=2,003)
- There is evidence of a perceived difference between the information provided by Google as opposed companies in general, with GB adults more likely to trust Google (68%) than companies (42%) to provide reliable and accurate information.
- A generational divide in trust of different sources of information can be seen in the data – older people are significantly more likely to trust television news programmes than their younger counterparts (74% of 65+ vs 63% of 18-24 year olds.
- 18-24 year olds are more likely to say they trust the results on the first page of a search engine (60% vs 40% of 65+ year olds).
Just over three in five (63%) of GB adults say they use an ‘autocomplete’ option at least some of the time when using a search engine.
Q2. Generally speaking, how often would you say you do each of the following when using a search engine, if ever?
|NET: at least some of the time||NET: at least most of the time||Every time||Most times||Some of the time||Very occasionally||Never|
|Look beyond the first couple of search results on the first page||80%||50%||16%||34%||30%||12%||3%|
|Go to the second page of search results or beyond||71%||32%||6%||26%||39%||20%||4%|
|Use an ‘autocomplete’ option||63%||27%||5%||23%||36%||13%||17%|
|Click on an ‘autocomplete’ option even though it is not what you were intending to look for||33%||9%||2%||7%||24%||27%||31%|
Base: All respondents (n=2,003)
- The proportion of those who use ‘autocomplete’ at least some times rises to four in five (80%) when looking at 18-24 year olds, with two in five (41%) of this group saying they use an ‘autocomplete’ option ‘most times’ they use a search engine, significantly higher than any other age group.
- Half of 18-24 year olds (54%) say that they click on an ‘autocomplete’ option even though it is not what they were intending to look for at least some times; significantly more than the one in six of 65+ year olds (16%) who say the same.
The most common reason for using ‘autocomplete’ is to save time typing, with nearly seven in ten (67%) saying so.
Q3. Thinking about when you use the ‘autocomplete’ option on a search engine, have you ever used it for any of the following reasons?
|To save you time typing||67%|
|Because the options suggested caught your interest||40%|
|Because it prompted you with something you had not thought about searching for||35%|
|Because you think it delivers the best search results||18%|
|Because it shows you what other people are searching for||14%|
|None of these||5%|
Base: All respondents who ever use autocomplete (n=1,516)
- 18-24 year olds are the most likely age group both to say that ‘autocomplete’ offers the best search results (23%) and that they use ‘autocomplete’ because it shows you what other people are searching for (22%).