Americans are wary of both targeted ads (14%) and influencer content (18%), but a little more than half (52%) find themselves equally likely to question the legitimacy of either one. This goes beyond social media and what's happening online. The survey finds that while 41 percent have more difficulty determining if an item they're looking to purchase online is "real" or "a dupe," another 36 percent find shopping in person to be just as challenging.

While the average respondent will spend about 15 minutes determining if an item is "real," meaning a genuine model or a knockoff, millennials take it a step further and will spend upwards of 20 minutes trying to decide.

Conducted by OnePoll on behalf of De Beers Group, results reveal that Americans already own a plethora of both real and fake products.