27 February 2010

UK - Trust in the digital age: survey analysis

Britons online are a discriminating bunch who trust specialist advice sites and their friends' social content more than the views of celebrity bloggers or tweeters, according to a survey conducted by ICM on behalf of the Guardian and first direct. The survey, of a random sample of 752 adults, asked Britons from a nationally representative online panel for their opinions on trust in the digital age. The over-riding conclusion is that we're a cautiously trusting bunch - 56% of respondents thought that "most people can be trusted", whether online or in the real world.