Another intriguing survey finding was that 68% of users did not like search engines using targeted advertising. The feedback given was that they didn’t want their online behaviour to be tracked and analysed.
With the direct reflection on public opinion regarding search engine practices nailed down, the Pew survey went on to analyse user search engine satisfaction. With 91% of the public being very pleased with search results, many people noted that they felt the information being highlighted by search engines were accurate, trustworthy and getting more relevant to boot. A somewhat obvious observation is that, ironically; the negative opinion mounting around personalised search and targeted advertising has in no way diminished user satisfaction.