A recent study in the US from Pew, came up with consumers fears about search engines using past search to filter future results. In particular:
65% say it is bad.because it may limit the information you get online and what search results you see ..and indeed this may result in less innovation going forward. ( See the origin of the word Serendipity for a slight distraction)
73% say it would NOT BE OKAY with a search engine keeping track of your searches and using that
information to personalize your future search results because you feel it is an invasion of privacy
A summary of the findings can be found on this pdf
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