Most Americans value advice from people like them
Core finding
In a Verasight survey of 526 U.S. adults conducted May 11, 2026, most say social closeness, how similar an adviser is to them, matters at least somewhat when they seek advice, including 45% who say it matters somewhat and 32% significantly.
A smaller share treats it as marginal, with 12% saying it rarely matters and 9% not at all, while just 3% call similarity the only thing that matters.
Topline distribution
Most Americans value advice from people like them.
How much does social closeness (how similar they are to you) matter when seeking advice from someone?
n = 526 · May 11, 2026 · MoE ±4.6%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | US adults age 18+ |
| Field dates | May 11, 2026 |
| Base (unweighted) | 526 |
| Margin of error | ±4.6% |
| Module | identity |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- reports.verasight.io/r/spsp26
How much does social closeness (how similar they are to you) matter when seeking advice from someone?
Cite this question
Verasight SPSP Omnibus Survey #2026-045, fielded May 11-11, 2026, N=526 US adults age 18+, +/- 4.6%.