Looking while you search? (Image credit: Getty Images)
Users cannot opt out of the new policy. It has generated scrutiny from European and Brazilian regulators.
The Pew Internet & American Life survey showed that 65 percent of users said it was a bad thing if a search engine collected information about searches and then used it to rank future search results. They worried it could limit information users get online and what search results they saw.
An even larger 73 percent said they would not be OK with a search engine keeping track of searches and personalizing future search results because it would be an invasion of privacy. Just 38 percent of Internet users said they were aware of how they could limit information about them that is collected by a website.