Key findings   |   Read The Report

Differentiating between fact and fiction is harder than ever


Our latest report, The Matter of Fact, takes a broad look at how people across the world seek out information and judge its accuracy, drawing on a pool of evidence bolstered by survey data collected from 5,000 people across the UK, the US, South Africa, India, and Mexico.

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Read the report and explore our key findings:

When looking for factual information, two-thirds turn to Google or other search engines
There is uncertainty about how to identify truth, with just under 40% not sure how to tell what information was true, rising to 70% in India
74% agree that the pandemic has made them more cautious about the accuracy of the information they encounter
Almost eight in 10 (79%) rely on experts to understand whether something is truthful
52% think that once something is true, it’s true forever, while two thirds think the truth and facts change over time
65% believe facts should be open to interpretation. This varies across markets with 83% in India and half in UK (51%)

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