Assessment of Factors Impacting the Perception of Online Content Trustworthiness by Age, Education and Gender

Online content trustworthiness has become a topic of significant interest due to the growth of so-called 'fake news' and other deceptive online content. Deceptive content has been responsible for an armed standoff, caused mistrust surrounding elections and reduced the trust in media, generally. Modern society, though, depends on the ability to share information to function. Citizens may be injured if they don't heed medical, weather and other emergency warnings. Distrust for educational information impedes the transfer of knowledge of innovations and societal growth. To function properly, societal trust in shared in information is critical. This article seeks to understand the problem and possible solutions. It assesses the impact of the characteristics of online articles and their authors, publishers and sponsors on perceived trustworthiness to ascertain how Americans make online article trust decisions. This analysis is conducted with a focus on how the impact of these factors on trustworthiness varies based on individuals' age, education and gender.