The news: Consumers are moving toward multi-source verification for online information, double-checking the answers they get across the web and turning to familiar sources.

• Only 8.8% of US adults accept the top result for search without further fact-checking, per Raptive, and nearly half (48.6%) aren’t content with relying on the first answer they find.
• More than one-third (37.2%) only trust information once they find multiple sources confirming it.
• Gen X leads in skepticism—they’re the most likely to use advanced filters (42.4%) and double-check answers (54.5%).

Zooming out: This lack of trust in one-click searches shows a more deliberate process of cross-verifying information online. It could also indicate a growing skepticism in content rankings, search rankings, and the veracity of information online.

The best foundation for result confidence among older generations comes from familiarity with sources or brands, emphasizing the importance of established trust. About one-third (34.5%) of Gen Xers, more than any other demographic, stick with sources they already know.

However, younger users are more likely to consider the merits of social media sources and influencers. Gen Zers and millennials are almost twice as likely as baby boomers to use video and social sources as part of their fact-checking process.

Why it matters: Brands and site owners are already fighting for visibility in an increasingly social- and AI-owned search ecosystem. Optimizing content to reach the highest-ranking search results may not be the best strategy—publishing cited and consistent content is more important.

Google is the informational gatekeeper for many consumers—it holds 89.8% of the global search engine market, per StatCounter—but users increasingly treat search results as a starting point rather than a final point of authority. As online trust fragments, consumers are using Google to locate authoritative sources that validate what they read, rather than relying on top rankings alone.

Recommendations for brands: Focus on posting online information and branded content that’s well-sourced, fleshed out, and detailed. Offering concrete product details, consistent brand voice, and clear company information—such as an address and a link to contacting the business—could help consumers trust your website and see it in the future as a reliable source.

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