40% of consumers are unaware that Google Adwords are adverts

It does amuse me spending time with a bunch of digital whiz kids talking about the lastest development that is going to "re-write the digital map" of some other such bold  claim.

I have done it myself, and probably still do. Being too close to the subject can be dangerous.

The digitally aware have no idea how little most people understand about the refinements of Google, Facebook, Twitter, Gmail and all of the other odds and sods of digital inventory that make up our lives.

While conducting a research project for an insurance sector client, a consultancy called Bunnyfoot discovered that 81% of users clicked on Google Adwords listings as opposed to natural search results.

Further investigation of this surprising bias revealed that 41 out of the 100 individuals tested did not know that Adwords were paid-for adverts, believing them instead to be the most authoritative links.
I am guessing, but I would think the number of older people who haven't decoded the intracices of the Google search results is much higher. Dick Stroud