Respondents' answers to the question: "In general, how much do you trust the following sources of information to help inform you about products, services, and businesses you are considering buying from?"
Age 18-22
Age 23-38
Age 39-54
Age 55-73
Age 74-91
1.6
X
1
2
3
4
2.3
Government
2.3
2.3
2.2
2.1
2.3
Expert opinions
2.4
2.3
2.3
2.1
2.3
Consumer reviews
2.4
2.2
1.8
1.4
2.0
Comparator websites
2.2
1.9
1.7
1.5
1.9
The businesses themselves
2.0
1.8
1.6
1.6
Sites were rated on the following scale: 0 = none at all, 1 = a little, 2 = a moderate amount, 3 = a lot, 4 = a great deal.
