How often do consumers check the source behind brand statistics?
20%
20% of consumers always or often check the source behind a statistic used by a brand.
n = 501 adults who have read brand websites, product information or marketing content online in the past three months · Fielded September 2026 · Cherry Data Signals
Breakdown
Figures are rounded and may not total exactly 100%.
What it means
Most readers rarely verify a figure themselves, which means they are trusting the brand to have done it for them.
Methodology
- Sample
- 501
- Population
- adults who have read brand websites, product information or marketing content online in the past three months
- Country
- United States
- Fielded
- September 2026
- Research by
- Cherry Data Signals
- Study
- The consumer trust gap in AI content
Cite this statistic
Cherry Data Signals (September 2026). "How often do consumers check the source behind brand statistics?" Survey of 501 adults who have read brand websites, product information or marketing content online in the past three months, United States. https://cherrysignals.com/statistics/how-often-do-consumers-check-the-source-behind-brand-statistics
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
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- Does disclosing AI-written content affect consumer trust?40%
- What brand content are consumers least comfortable with AI writing?45%
- What reassures consumers about the accuracy of brand content?30%
- How many consumers have suspected an AI-generated error in brand content?65%
- What makes consumers trust one article over another?35%
- What makes brand content feel generic?30%
- How do consumers feel about brands using AI to create content?60%
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