"The study revealed some clear patterns about why people fall for misinformation, regardless of their age, gender or education level. Some of the key trends common across city and village respondents were: 1. Majority of the respondents do not question the source of the information, or assess if the source or sender is a credible authority on the subject. Respondents across demographics focus more on the content of the message and rely on personal biases and beliefs while deciding whether they will believe or reject a message. 2. Respondents usually do not verify information from alternative sources on the web. There is a noticeable skepticism against social media, but despite that it is noteworthy that majority respondents are unaware of strategies to evaluate evidence or verify online content. 3. A great deal of trust in mainstream media, to the point that they blindly trust information misattributed to mainstream media. 4. Majority respondents do not realise the extent of manipulated content they access online. Respondents are also oblivious to the absence of gatekeeping on social media and the difference of nature between news versus non-news content. 5. If the sender is a prominent influencer or a person they look upto, respondents were more likely to believe the message. Believability increases if the ideology of person sharing information aligns with that of the audience." (Key insights from user study, page 4)