US Adults Pick Internet Research 73% for Money Advice as Advisors Lead Trust at 79%
Updated
Updated · InvestmentNews · Aug 6
US Adults Pick Internet Research 73% for Money Advice as Advisors Lead Trust at 79%
3 articles · Updated · InvestmentNews · Aug 6
Summary
A Gallup survey of 5,000-plus US adults found 73% of guidance-seekers used internet research for financial advice, while only 32% consulted a professional advisor.
That gap persists even though 79% said they have at least some confidence in advisors' expertise, the highest of any source, while AI tools were used by 19% but drew great confidence from just 3%.
Younger adults are driving that AI use: about one in four Gen Z and millennials used AI for guidance in 2026, versus 7% of baby boomers, yet only 32% of Gen Z and 36% of millennials expressed some confidence in it.
Advisor use also tracks financial well-being: 60% of financially fulfilled adults who sought guidance worked with an advisor, compared with 14% of financially stressed adults, who leaned more on family and friends.
Edward Jones said the findings highlight an industry problem—advisors hold a trust premium that is not converting into relationships, especially among younger and more financially vulnerable Americans.