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Is Personalized Search Getting Too Personal? [Infographic]

by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW NEITHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW ΝΕΙΤHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW ΝΕΙΤHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW ΝΕΙΤHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW ΝΕΙΤHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B IS PERSONALIZED SEARCH GETTING TOO PERSONAL? It seems like things are pretty peachy for those who use search engines. The search experience has improved over time, and search users report better results and more success finding valuable information efficiently. But search users widely oppose the idea of personalized search-a problem, considering the trend toward collecting and using search behaviors to "enhance" the quality of search results. A study by Pew Research's Internet and American Life Project examined these search users' perceptions of personalized search. PUBLIC PERCEPTIONS OF SEARCH TODAY Search Results Are Fair Search Results Are Trustworthy The majority of search users today feel that Nearly 1 IN 4 search users thinks the information they find through search engines is accurate. search results are fair and unbiased. ARE SEARCH ENGINES A FAIR AND UNBIASED SOURCE OF INFORMATION? HOW MUCH OF THE INFORMATION YOU FIND THROUGH SEARCH ENGINES DO YOU THINK IS ACCURATE OR TRUSTWORTHY? 66% Yes, fair and unbiased 20% No, not fair and unbiased YES 10% Don't know 45% 28% 22% 3% 1% 3% Depends All or almost all Most Some Very little Don't know or none SEARCH EXPERIENCE THE PUSH-BACK AGAINST GETS BETTER WITH TIME PERSONALIZED SEARCH U SEARCH WE SEARCH Users Finding Better Results Most Users Don't Want Limited Search Results Search engines are returning more relevant and better quality results now, according to the majority of search users. Despite search users reporting greater satisfaction with their search results, roughly 3 1IN 5 are against personalized search for fear that it would limit what results they see. ARE SEARCH ENGINE RESULTS GETTING MORE OR LESS RELEVANT OVER TIME? HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? 1% Don't know 52% 7% More relevant IRRELEVANT Less relevant RELEVANT 40% No difference 65% IT'S A BAD THING 29% IT'S A GOOD THING It may limit the information. you get and what search results you see. It gives you results that are more relevant to you. HOW HAS THE QUALITY OF INFORMATION YOU GET THROUGH SEARCH ENGINES CHANGED OVER TIME? 4% 2% Don't know DON'T KNOW ΝΕΙΤHER Even More See Personalized Search as an Invasion of Privacy 55% 4% Better Worse Privacy concerns outweigh concerns about limited search results. When the options are rephraşed to include a mention of invasion of privacy, respondents overwhelmingly oppose personalized search. 39% No difference HOW WOULD YOU FEEL IFA SEARCH ENGINE KEPT TRACK OF WHAT YOU SEARCH FOR AND USED THAT INFO TO PERSONALIZE YOUR FUTURE SEARCH RESULTS? Users Finding Things More Easily Search users are also having greater success finding the information they're looking for online. More users report always finding what they're after. HOW OFTEN DO YOU ACTUALLY FIND THE INFORMATION YOU'RE LOOKING FOR WITH SEARCH ENGINES? 73% WOULD NOT BE OK WITH IT. 25% WOULD BE OK WITH IT 2004 It's an invasion of privacy. Even though they're gathering information about them. Always: 70% Most of the time: 17% Only sometimes: 11% 3% DON'T KNOW 1% Hardly ever: 1% NEITHER Don't know: % Older, Wealthier Search Users More Against Personalization 87% Younger search users with lower income are more likely to be OK with search engines collecting and using personal information. Those numbers fall as age range and income rise. PERCENTAGE OF EACH GROUP WHO FEEL PERSONALIZED SEARCH IS A BAD THING: 2012 AGE 70% 67% 56% 50+: Always: 62% 30-29: Most of the time: 29% 18-29: Only sometimes: 7% RACE Hardly ever:2% |70% White: Black/Hispanic: 50% 91% INCOME 75% 68% 45% $75,000+: $30,000-$75,000; Less than $30,000: Most search users think personalized search is getting too personal, and are against search engines collecting their information and using it to affect their results. But at the same time, they also say they're getting better results and finding things more easily now than before-which is, at least in part, due to personalized search. This suggests search users may not fully understand how personalized search has affected them and the trade-offs between quality search results and personalization. YES. SO IS ACCORDING TO MOST USERS. PERSONALIZED SEARCH GETTING TOO PERSONAL? SOURCES: PEW RESEARCH CENTER'S INTERNET AND AMERICAN LIFE PROJECT mdgadvertising.com twitter: @MDGadvertising

Is Personalized Search Getting Too Personal? [Infographic]

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Online search has steadily improved to provide Web results that are more relevant, recent, and reliable than ever. Unfortunately, today’s evolution toward a more personalized search experience is be...

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