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Consumers like search, but shy away from personalized results and ads
More than two-thirds, or 68%, of U.S. Internet users say they dislike receiving ads targeted to them based on their prior online behavior because they don’t want their behavior tracked and analyzed, according to a new study from the Pew Research Center’s Internet and American Life Project.Full Article: http://www.internetretailer.com/2012/03/08/consumers-search-shy-away-personalized-ads
The study also revealed that 65% of Americans think it’s a bad idea for search engines like Google to serve them search results based on their individual search histories, as consumers believe doing so may limit the information they see. Consumers also don’t want search engines collecting and analyzing their search behavior; 73% say they consider doing so an invasion of privacy.
Pew collected the data via phone interviews conducted in January and February with 2,253 adults. The survey found that search engines play an increasingly larger role in everyday life. 54% of survey respondents say they used a search engine yesterday, up from 35% who said the same in 2004. Consumers most likely to have used search within a day of the survey are young, college-educated and have household incomes of at least $50,000.