Single and Double quoted strings are the same in Python. The choice of which one to use is up to you, just make sure that you stick to that choice.
With that said, there are exceptions to this that are more important than consistency. If a single or double quote is needed inside the string, using the opposite quotation is better than using escape characters.
Note: If you need both single and double quotes inside your string, use the version that would result in the least amount of escapes. In the case of a tie, use the quotation you use the most.
'My name is "Guido"' # good "My name is \"Guido\"" # bad "Don't go in there" # good 'Don\'t go in there' # bad