The majority of those surveyed by the Pew Internet and American Life Project said they think it is an invasion of their privacy for businesses to monitor users' web browsing. By a two-to-one margin they reject the argument made by some firms that web tracking can be helpful. Pew Internet and American Life is an organisation that exists to examine the social impact of the web.
Despite the concerns over privacy, the survey found that only 10% of users set their internet browsers to reject cookies, the basic system used to track surfing habits. 56% of those surveyed did not know what cookies are.
The study of over 2,000 individuals found that 86% of internet users are in favor of "opt-in" privacy policies that require internet companies to ask people for permission to use their personal information. Pew says this view challenges the policy just negotiated by the Clinton Administration, the Federal Trade Commission and a consortium of Web advertisers, which gives web sites the right to track internet users unless the users take steps to "opt out" of being monitored.
54% of internet users believe that web sites' tracking of users is harmful because it invades their privacy. Just 27% say tracking is helpful because it allows the sites to provide information tailored to specific consumers.