Use of single vs. regular quotation marks

I'm editing my book and noticed I was interchanging single quotation marks and regular quotation marks and not really sure how to make it correct.

It sounds like the Brits use the 'single' ones and the Americans use the "double" except in newspaper articles or in technical writing or at the whim of the writer.

I am talking about non-quote items within a paragraph, for example:

Any little intuitive "knowing" who's on the other end of the phone before you answer or books "falling out" on you at the library or bookstore....

or should that be
Any little intuitive 'knowing' who's on the other end of the phone before you answer or books 'falling out' on you at the library or bookstore....

I'm an American.

Thanks

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