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The Pew Internet & American Life survey revealed that 73 percent of respondents said they would not be OK with a search engine keeping track of their online activities in order to personalize future search results — they deemed it an invasion of privacy. Less critical were the 65 percent of users that considered it bad for a search engine to collect information on searches in order to rank future search results. Their concern stemmed from the fact that it would limit information users get online and what results would appear. Only 38 percent of respondents said they were aware of how they could limit what information about them is collected.
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