Internet searchers are confident, satisfied and trusting - but they are also unaware and naïve

Pew Internet & American Life Project report by Deborah Fallows Search Engine Users: Internet searchers are confident, satisfied and trusting - but they are also unaware and naïve - "One in six internet searchers can consistently distinguish between paid and unpaid search results."

Summary:
http://www.pewinternet.org/PPF/r/146/report_display.asp
Full report:
http://www.pewinternet.org/pdfs/PIP_Searchengine_users.pdf