Two-Thirds of Consumers Don't Expect Google To Track Them the Way It Does

Two-Thirds of Consumers Don't Expect Google To Track Them the Way It Does
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A significant majority of consumers do not expect Google to track their activities across their lives, their locations, on other sites, and on other platforms. Jason Kint, writing for Nieman Lab: Our findings show that many of Google’s data practices deviate from consumer expectations. The results of the study are consistent with our Facebook study: People don’t want surveillance advertising. A majority of consumers indicated they don’t expect to be tracked across Google’s services, let alone be tracked across the web in order to make ads more targeted. Nearly two out of three consumers don’t expect Google to track them across non-Google apps, offline activities from data brokers, or via their location history.

There was only one question where a small majority of respondents felt that Google was acting according to their expectations. That was about Google merging data from search queries with other data it collects on its own services. They also don’t expect Google to connect the data back to the user’s personal account, but only by a small majority. Google began doing both of these in 2016 after previously promising it wouldn’t.