Most Americans rely on their own research to make big decisions, and that often means online searche
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 “doing their own research.” In answering this open-ended question, they cited a host of sources that often start – but do not end – 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 “gut” inform their decision. Many reported using multiple strategies when seeking advice, often depending on the type of decision they are trying to make.
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).
How we did this
This post draws on a survey of 10,618 U.S. adults conducted Nov. 27-Dec. 10, 2018, for a report on “
The 2018 survey also asked questions about people's 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.
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%).
Note: Here are the questions used for this report, along with responses, and its methodology.
