Research by Outbrain has found that over a third of all content that UK internet users read online is not content that they set out to find in the first place. This shows that British internet users are more open to content discovery than ever before. The study looked at different types of content and found that content recommendations on publishers' websites were perceived as being the most interesting. It also found that traditional publishers were more trusted for serious topics such as financial advice and travel, whereas social media was more trusted for more light-hearted topics such as fashion, health and fitness. It seems that Brits have a high level in trust in content shared by brands, with 77% of respondents saying that they believed familiar brands were a reliable source of information, compared to 67% who believed their friends were a reliable source of information.