What makes consumers trust one article over another?
35%
35% of consumers would be more inclined to trust an article supported by links to several independent sources.
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
Visible support decides it. Independent sources, named expertise and real examples together win 80% of consumers over an article with nothing behind it.
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). "What makes consumers trust one article over another?" 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/what-makes-consumers-trust-one-article-over-another
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
- Can consumers recognize AI-written marketing content?45%
- 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%
- How often do consumers check the source behind brand statistics?20%
- What makes brand content feel generic?30%
- How do consumers feel about brands using AI to create content?60%
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