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DuckDuckGo (DDG) is touted as one of the leading search engines for those who value their privacy and do not want their every query recorded and logged.

For years, major corporate websites have been collecting user data to either sell it to third parties or use it for targeted advertising. The most famous examples are Facebook and Google.

Displaying ads or relevant search results about the products seemed like a relatively harmless application of personal data that seemed to benefit everyone. And then, the data leakage scandals began.

From the Microsoft Hotmail scandal to Cambridge Analytica to the Zoom incident in 2020, Internet users were made more aware of the problem of leaked information.

These scandals have led many to consider how to improve their online privacy.

DuckDuckGo offers an answer.

What Is DuckDuckGo?

DuckDuckGo was created by Gabriel Weinberg in 2008.

From the beginning, Weinberg wanted to make privacy a central component of his search engine, which would work without all the spy stuff or advertising.

Since so many people resonate with DuckDuckGo’s core purpose, it has gained a strong place in the market and is in hot demand these days.

Comparing DuckDuckGo To Other Search Engines

To compare DuckDuckGo to other competitors, Gabriel Weinberg suggests an experiment.

Put two computers next to each other, yours and a friend’s, and type the same query into Google. You may notice that the results are different.

But with DDG, the results should be the same.

The problem with Google is the so-called filter bubble or algorithms that remember the user’s previous searches and the resources he or she utilizes. Google’s algorithms try to guess which site will be more interesting to you.

While this can make searches easier, it can also mean that information that is critically important may end up somewhere at the end of the list of search results due to predictive bias.

“If you’re a Democrat, you’ll only see articles from MSNBC, not Fox,” Weinberg says.

DDG’s advantage, of course, is that it doesn’t use a filter bubble.

The company does not store data about its users: “Every time you search on DuckDuckGo, it’s like you’re here for the first time,” Weinberg says.

DuckDuckGo Superior Search Results

As The Washington Post notes, Weinberg’s search engine was ahead of other search engines in some respects.

Eight years ago, for instance, searching for “calories in a banana” on Google would give you a page with links to a banana, while DuckDuckGo’s search engine produced an easy answer (105 calories), which was taken from the WolframAlpha database.

Now the major search engines have corrected themselves and also give the number of calories as the first result.

DuckDuckGo Support and Initiatives

DDG supports resources like Tor, a browser that establishes an anonymous network connection and allows, for example, Chinese users to visit sites blocked in that country.

The default search engine on Tor is DDG.

And since 2014, you’ve been able to set DDG as the default search engine on Apple gadgets, as well as in browsers such as Firefox and Chrome.

DDG also supports free Internet projects with the money it makes.

In 2019, for example, it donated $600,000 to organizations that fight for the rights of Internet users. Part of that went to the Tor browser.

DuckDuckGo and National Restrictions

Interestingly enough, DuckDuckGo doesn’t care about national restrictions.

The search engine does not block links to resources that are questionable according to the laws of a particular country, so you can be sure that you will find the information you need.

Convenient? Of course, it is. Especially since blocked sites often suffer undeservedly.

DuckDuckGo Interface

DDG’s interface is very clean, with a minimum of ads and endless scrolling, so that the user experience is nice. There is no user tracking at all, and you can even add DDG’s extension to your browser to preserve your privacy.

The search engine also has a very useful feature called “bangs” that allows you to search directly on other sites with DDG by typing a prefix.

Here’s an example: typing “!ebay carcassonne” will take you directly to eBay’s search results for “carcassonne.”

Search options include:

  • Map search
  • Weather forecast
  • Information about local businesses
  • News items
  • Pictures and photos
  • Search videos
  • Merchandise and stores
  • Terms
  • Wikipedia references
  • Currency converters
  • Flight information
  • Calculator
  • Timer
  • Sports scores
  • Links to questions and answers

Bonus features:

  • Short commands that take you directly to other websites from the search engine window
  • Localization of languages and regions
  • The ability to customize themes, including a dark theme
  • Apps and extensions for different OS and browsers

Consequently, you can still use Chrome, Safari, or any other popular browser and avoid being tracked.

DuckDuckGo Statistics

  • On mobile devices, it’s the second most popular search engine in the U.S.
  • In the first quarter of 2022, DDG’s users performed more than 8 billion searches.
  • DDG holds a 0.68% global market share of search engines.
  • Meanwhile, in the U.S., the search engine has 2.51% of the total search engine market share.
  • DDG’s Chrome extension app has over 6 million users.
  • Ads on DDG are ten times less expensive than on Google.
  • The search engine has attracted $13 million in funding.
  • DDG has a staff of 180 people.

How Is DDG Different From Other Search Engines?

When you visit a website, it records your IP address through network routers so that it knows where to send the information.

In most cases, the website stores your IP address and related data.

But DuckDuckGo’s private search engine guarantees that when you use its search engine, your IP address is hidden.

When you click on a search result, the link redirects the request for information so that it doesn’t send your searches to the site.

That is, the sites know you visited them, but they don’t know where from or with what keywords.

Moreover, to provide personalized searches, Google, Yahoo, and Bing track your search history and personal information (including while you’re in incognito mode).

Such practices help these organizations provide targeted advertising and customized search results.

But DuckDuckGo chooses the opposite approach. DDG assures you that it will not collect this data, allowing you to avoid what they call the “filter bubble.”

DuckDuckGo’s search results are not customized based on personal preferences, search history data, or location.

DuckDuckGo: No Saved Search History

Think of all the things you search for online – health information, financial solutions, location information, etc.

Some of these searches can be very personal.

And the major search engines will sell this information to advertisers to show you personalized ads.

DuckDuckGo, meanwhile, guarantees that it will never store information about your search. You can expect new search results every time you use this search engine.

So, how do they make money? With advertising, of course. But the difference is that DDG doesn’t target you. It takes the keywords you’re searching for as a basis for its advertising.

So if you’re looking for office supplies, it will show you ads for pens, pencils, and staplers. But if you then look for staplers, it will show you ads for staplers.

DuckDuckGo: No Third-Party Trackers

Have you heard that Google tracks visitor data for 86% of the top 50,000 websites worldwide? This is because many sites use Google Analytics to track their users.

What is more, Google operates three of the most extensive non-search advertising networks: Adsense, Admob, and DoubleClick.

So, it is hard to get away from Google.

Yahoo and Bing also track your Internet use to build a profile on you. Likewise, Facebook covertly tracks users.

DDG’s mobile app and browser version promise that other search engines, social networks like Facebook, and other tracking devices will not be able to follow you.

If you want to remain anonymous when going beyond search engines, DDG might be your solution.

DuckDuckGo: The Filter Bubble and Results Without Filtering

We’ve already mentioned the filter bubble, which basically is what’s created when users encounter information that confirms their own beliefs.

Considering that Google, Bing, and Yahoo are best known for offering personalized search results, we can assume that filter bubbles form for these search engines quite frequently.

The question is, how does this affect users?

Well, if a person holds certain political views or other ideologies, they are more likely to get stuck in an echo chamber, although this of course isn’t guaranteed.

Another problem is that you might miss out on a search result that could help you find something you’re looking for, such as a certain brand of clothing.

DDG, on the other hand, believes that search results should be unbiased.

Consequently, their search results pages give everyone the same results, regardless of their political preference, cultural preference, or other preferences.

What Does DuckDuckGo Use?

Programmed in Perl, this search engine is considered a hybrid search engine because it combines its own results with those of other Internet sources.

Where Does DuckDuckGo Get Its Information From?

DDG has its own tracker called DuckDuckBot, which scans the net across 400 different sources to give you more results related to your query.

Among these sources are:

  • Bing
  • Yahoo
  • Apple Maps
  • WolframAlpha
  • Yandex
  • They also use DuckDuckBot, their web crawler, and other crowdsourced sites, such as Wikipedia, to generate their equivalent of a snippet.

Does DuckDuckGo Use Search Results From Google?

No.

DuckDuckGo has explicitly confirmed that it does not use any sources from Google. Moreover, as part of its strict privacy policy, DDG promises never to share any sensitive information with its partners.

Facts For and Against DuckDuckGo

Even though Google is still the number 1 search engine in the world, the number of DDG users is growing constantly.

Although the company does not track users, making it impossible to get an exact figure, the search engine did celebrate reaching 100 billion total search queries earlier this year.

In an official Twitter post, DuckDuckGo highlighted the fact that their search engine reached this milestone while emphasizing the following points:

  • User search history is not used as a data point.
  • Everything a person searches for stays with them.
  • Users of DDG have a right to privacy.

Despite these positives, the privacy-focused search engine is not without its flaws. Let’s take a look at some of the disadvantages of DuckDuckGo.

Disadvantages of DuckDuckGo:

  • DDG doesn’t have as much search engine capability as Google, Yahoo, or Bing (the algorithm is not as advanced). DDG’s search results are limited as a result.
  • DDG doesn’t offer as much protection against malware and viruses as its major competitors do.
  • DDG has low ranking factors.
  • DDG map and graphical results are not as good.
  • DDG searches take a little bit more time. If online privacy is important to you, and you don’t mind spending a few extra minutes searching, then DDG is a perfectly acceptable alternative.

Advantages of DuckDuckGo:

  • Total privacy when searching.
  • Fast transition directly to the site.
  • Simple interface.
  • No targeted ads.
  • Objective search results.
  • One-page search results.
  • No social engineering based on your search queries.

In Other Words:

If you like all the frills of other major search engines, keep in mind that you will have to pay for this luxury with your data.

Is DuckDuckGo Getting More Popular?

No.

If you dig deeper into the numbers, you will find that DDG’s popularity is actually declining.

From January 2021 to January 2022, the search engine’s average daily search volume only grew by 17%, which isn’t very much.

In fact:

This is the lowest growth rate DDG has seen in five years and is a sharp decline from the growth seen in 2020.

Growth For DDG In 2020

Between January 2020 and January 2021, DDG’s average daily search volume increased by 73%.

In earlier years, the company’s growth exceeded 50%.

DuckDuckGo Daily Search Volume

Here is a breakdown of DuckDuckGo’s daily search volume growth since January 2016:

duckduckgo growth chart
Despite the slow year in 2021, at least they were able to maintain some growth.

Evidence of DuckDuckGo’s Declining Popularity

In January 2021, all indications were that DDG was growing in popularity like never before.

In early 2021, it was the second most popular search engine in America on mobile devices.

Plus the private search engine was even in the top 10 in the iOS App Store among all apps.

What about now? you might ask.

Answer:

It is currently ranked 18th on the list of utilities, and among all other apps, it ranks so low that relevant data is unavailable.

The slowdown may be because the search engine suffers from a lack of innovation.

Last year, the privacy-conscious search engine had no significant accomplishments other than announcing plans to launch a browser for desktop computers.

DuckDuckGo Browser

It is noted that the stationary browser is close to the already offered mobile browser DDG for Android and iOS.

The user will be offered a ready-made solution, which allows, without additional manipulation and study of technical subtleties, to ensure an adequate level of privacy and control over personal information.

The browser interface is planned to be free of complications, and superfluous settings, such as incomprehensible warnings and suggestions for security level selection—features necessary for protection will be activated by default, and the level of threat to personal data will be clearly displayed in the form of privacy rating.

The browser will, by default, block all tracking scripts and mechanisms used by ad networks to determine user preferences.

Search queries will be sent anonymously. Web sites will automatically redirect to HTTPS to encrypt connections.

For visited sites, there will be labels with information about the resource’s privacy policy.

As with the mobile app, the desktop browser will have a prominent “Fire” button that allows you to immediately delete all user-related data, including open tabs, accumulated browsing data, and information about visits.

At the moment, the DDG browser is not yet ready for public testing, but according to the developers, internal tests show that it is significantly faster than the standard Chrome.

The acceleration is achieved by blocking unwanted content loading and external JavaScript code to track movements, which significantly reduces the size of downloaded data, reducing the time of page loading and reducing the volume of executed JavaScript code.

Perhaps people have become less concerned about privacy when searching for information on the Internet. Or they do care but feel that switching from Google to a less advanced search engine is not worth it.

The results suggest that there are a small number of users who care enough about privacy to change their search style, and DDG may have reached most of them. As much as this search engine extols privacy as a boon for people looking for information, it can also prove to be an obstacle when it comes to the quality of search results.

This is especially true in local searches. Because this search engine has no information about your exact location, its search results cannot compare in value to Google’s local SERPs.

Let’s see if the $100 billion milestone pushes to improve what is already in place and offer users more.

DuckDuckGo SEO

Still, you should not lose those users who choose this search engine. Below we will tell you what you should know about DDG SEO: how you can improve the performance and visibility of your site in this search engine.

This search engine discreetly attracts users and generates more traffic to websites.

Most of what you need to focus on in terms of this search engine optimization (SEO) is not shocking, new, or complicated.

How to choose the right SEO strategy for this search engine?

There is little information about optimization for this search engine outside of traditional SEO methods.

  1. Attract quality links

Don’t be surprised by this advice. It comes directly from their team. Search Engine magazine has an excellent resource on link building for this particular tip DDG: Link Building for SEO: A Complete Guide.

And here are resources to help you identify and check out link-building opportunities: SEMrush, SpyFu, Ahrefs, and Majestic. You need to target quality links, but shouldn’t that always be the case?

  1. Need to know what the search engine can ask for

Knowing the privacy approach of this search engine, users are likely to adjust their queries.

For example, if I understand that the search engine can’t determine my exact location, but I want the address of a local business, I’ll add a clarifying geographic parameter to my query.

To really understand users coming from this search engine, you have to do some pretty deep keyword research.

For example, tools like Seed Keywords, SpyFu, SEMRush, and SE Ranking will allow you to understand how people search for your products or services.

  1. Optimize for Bing

Wait a minute, isn’t this about DuckDuckGo? This search engine is known to work with Bing, so let’s make sure we follow best practices for that search engine as well.

In any case, it is something you should do, given that it has a significant share of the search market.

So, for example, analyze your site’s XML maps. Make sure they are accurate and free of errors, and send them to Bing Webmaster Tools.

In addition, use Bing Webmaster Tools to monitor the health of your site, check crawl and indexing performance, and detect optimization improvements. Bing SEO Reports can also be helpful at this stage.

Bing does not refuse to use the meta keywords tag, unlike Google, which ignores them.

However, this does not give you an excuse to abuse them or start stuffing irrelevant keywords into the meta tag. However, it does mean that you shouldn’t disregard them completely.

Bing also offers a ton of keyword selection tools that can help SEO professionals, and you’ll find a lot more detail in them than in some of Google’s tools.

Google:

  • Put comprehensive information on pages backed up by keyword research, but pay attention to the relevance of the topic rather than clear keyword matches.
  • Quality backlinks and high-quality content are the most important indicators of a page’s reputation.
  • Treats Facebook and Twitter pages like the rest of the indexed pages.
  • The focus is on textual content.
  • Google Trends is the best source for trending information.

Bing/DDG:

  • Use direct keywords that match exactly the terms you’re targeting in your search results – just don’t over-optimize.
  • Use Bing tools to work with other search engines.
  • It is better to use fewer but maximum authoritative backlinks, and internal links with highly relevant anchor text are also very important.
  • Social signals are a critical factor in ranking. In the search results, you’ll see how your Facebook friends and Twitter followers rate various companies.
  • More focus on multimedia content.
  • Be sure to filter information by date and even by location, if applicable.

While you can count on Google to crawl and index every page of your site, Bing and DDG tend to focus on key pages and visit your site less frequently.

Fortunately, however, you can help this process by increasing the frequency of crawls by using Bing Webmaster Tools and clicking on the Crawl Control link.

You can also submit a sitemap to Bing by clicking Submit a Sitemap button in Webmaster Tools or by prescribing the path to it in your robots.txt file—this is an important step because it is a ranking signal.

An additional benefit of Bing is its API. It allows users to submit URLs for crawling in bulk, something Google doesn’t have.

Overall, Bing is committed to helping people rank and has many tools to help you. For other examples of technical factors that differ from Google, check out the Bing Webmaster’s Guide.

  1. Go from keywords to questions

People are asking questions on search engines. This is nothing new, but we should take every opportunity to answer these questions.

Consequently, never forget long-tail keywords.

Some of the most interesting tools to help with finding questions are as follows:

  • AnswerthePublic uses auto-suggestion technology to display common questions and phrases related to your keywords. It builds a data visualization that can help you better figure out the topics you’re searching for.
  • BuzzSumo’s Question Analyzer discovers the most popular questions asked on numerous forums and sites, including Amazon, Reddit, and Quora.
  • AlsoAsked.com is another tool that helps identify questions. It is based on Google’s “People Also Asked” data.

This instrument provides insight into the long tails of search relationships between topics and questions.

  1. Approving and updating your Apple Maps listing

If your Apple Maps listing has not yet been claimed, simply go to https://mapsconnect.apple.com.

Here are the basic fields you need to fill out once you’ve claimed your business, including:

  • Name of the business.
  • Your address.
  • Phone number.
  • Hours of operation.
  • Categories.
  • Website.
  • Social media profiles.
  1. Quick answers in search results

But the quick answers only come from WikiHow. Quick answers on this search engine currently appear fairly regularly in “how-to” searches, but all the information comes from one source.

WikiHow probably has some sort of agreement with this search engine to exclusively provide these snippets.

The information in Google’s quick answers, on the other hand, can be taken from any site. DDG’s quick answers appear more often than Google’s.

DDG quick answers can be fully expanded. If a quick response appears in this search engine results, it can be unzipped to show the contents in full.

Google gets scolded a lot for providing generous portions of content in pop-up snippets, but it doesn’t offer entire articles. To read an article in its entirety, Google users still have to visit the author’s site.

All in all, it is a useful addition to DDG’s search results and shows the company’s commitment to constantly improving its product.

News About DuckDuckGo

Their Chrome add-on can block new Google tracking and targeting methods

Not long ago, Google created new tracking and behavioral targeting tools for Chrome called Topics and FLEDGE, which it plans to activate automatically for many Chrome users.

To block Google Topics and FLEDGE in Chrome, you can use the DDG Chrome extension or manually disable the “Privacy Sandbox Trials” setting in Chrome.

FLEDGE replaces cookie-based “retargeting” of ads, which means you’ll keep getting creepy ads chasing you all over the Internet unless you block them.

Topics use your Chrome browser history to automatically collect information about your interests to share with other businesses, tracking companies, and websites without your knowledge.

These new practices allow them to target ads and other content without the use of third-party cookies.

Although Google is positioning this as more respectful of privacy, the fact is that tracking, targeting, and profiling are still tracking, targeting, and profiling, no matter what you want to call it.

Responding to the automatic inclusion of Google Topics and FLEDGE in Chrome, DDG has enhanced its Chrome extension to block Topics and FLEDGE interaction on websites, stopping these new forms of targeting.

This complements the comprehensive privacy protection their extension offers, including private search, banning tracking, smart encryption, and global privacy controls.

What will change if you add DuckDuckGo to Chrome?

The program will encrypt your searches, block trackers in ads, and will not store your search history data. Designating DuckDuckGo as your default search engine is a simple process that only takes a couple of minutes.

DuckDuckGo Has Launched Email Protection

It is a new feature in their apps that will protect your email privacy without having to change your email service.

By signing up, you’ll receive a free personalized email address @duck.com. Messages sent to it will be forwarded to your regular inbox, with most nuisance email trackers removed.

Create unique personal email addresses in the DuckDuckGo app and extension so you can’t be tracked by your email address.

DDG will never save your email.

Viewing email is a personal activity. You might be surprised to learn that more than 85% of the emails sent to Duck addresses contain beacons that can detect when you opened a message, where you were when you opened it, and exactly what device you used.

If that is not scary enough, this email data can be used to build your profile, including targeted advertising, and influence the content you see online.

Have you ever had one where you were reviewing an email and noticed a related ad shortly after?

Yes, email tracking systems are to blame.

Such data about you is also usually sent directly to third parties, most likely without your consent.

Existing email privacy solutions require significant compromises. You either have to change your email services or applications completely, or you have to degrade the usability of your email by hiding all the images.

According to DuckDuckGo, protecting your personal information from leakage to third parties should be simple and hassle-free, just like everything else in the DuckDuckGo privacy package.

There are new features such as anti-tracking protection to prevent tracking in email links, smarter encryption to help deal with unencrypted email links, and the ability to reply directly from your duck addresses.

Signing up is easy: In the DuckDuckGo mobile app (iOS/Android), simply update to the latest version, then open Settings and set Email Protection. On a desktop computer, go to duckduckgo.com/email using the DuckDuckGo browser extension (Firefox/Chrome/Edge/Brave) or DuckDuckGo for Mac (beta version).

There are two basic types of email that help protect your email privacy:

Personal duck address (example: [email protected]): All emails sent here will be cleared of email trackers and then forwarded to any other personal email address you specify and go into your regular mailbox. The forwarded emails will tell you how many trackers have been removed, which company is behind them, and other useful information.

Unique Private Duck Addresses (example: [email protected]): When you browse various Web sites, DuckDuckGo automatically detects email fields, so you have the option of generating a unique Private Duck Address for added protection against email address profiling. Like your personal duck address, Private Duck Addresses also redirects privacy-enhancing emails to your regular inbox.

By using a new private duck address every time you’re asked for an email address, you’ll make it harder for companies to track you. You can also deactivate them at any time, for example, if you start receiving spam from one of them.

Once you’ve completed all the steps to create a personal duck address, you can start using it immediately!

While navigating the Internet, look for Duck Dax, which will help you automatically enter your personal duck address or create a personal duck address on the fly for sites you don’t trust.

DuckDuckGo Driving & Walking Directions

This is a new addition to location and map search results that helps you plan your trips by showing an overview of your route, distance, and travel time.

You can see it both at the top of the search results, where the map is displayed, and in the expanded map module.

When you click the “Directions” button on the sidebar of the map, the fields for entering a starting point and a destination will now appear.

For your convenience, the default starting point will be set to your current location, which works anonymously (as explained below).

Top routes and their estimated duration will be shown on the map, and the available routes will be redrawn when you update your starting point.

As with all of their search features, your privacy remains protected when using these destinations.

When you search by location, your browser sends location information, which the system isolates from any personal information sent by the browser and discards after use, allowing you to provide anonymous, localized results and features.

Route planning was the missing element, and its integration means that maps now have functionality and privacy.

DuckDuckGo Dark Theme

The dark theme that appeared in 2019 turned out to be very popular. Evaluate it in the settings, where you can choose it from a list of ready-made themes or fine-tune it with your own visual adjustments.

duckduck go pic

The color palette of the dark theme is optimized for easy reading.

Because of this, there is a consistent visual hierarchy that subtly highlights important areas of the search results pages, such as Instant Answers, without distracting from the rest of the text on the page.

With the advent of support for OS theme preference detection in a number of web browsers, the appearance of a dark theme is very timely!

If your OS is set to dark mode, DuckDuckGo will notice this. If you are using the default light theme, DuckDuckGo will be automatically detected by your OS theme!

If you’ve enabled a different theme (or customize your own), you can open the drop-down list of settings in the SERP and select the theme that matches your OS.

What if you want to add your own changes to the theme? The good news is that you can tweak the theme to suit your preferences here!

duckduckgo 3

The DuckDuckGo team is constantly tweaking and updating the system to offer the best experience possible, so keep an eye out for changes and send them your feedback!

Data Privacy Is Really Important To Users

Recent research shows that consumers will reward companies for which data stewardship is a core value.

Finding issues on which everyone can agree can be a challenge.

If you ask a certain number of people if they value diversity and inclusion, only half of them would say yes. Ask if they care much about the environment, and only 55% would say yes.

However, if you ask about data privacy, you’ll find a lot more agreement.

According to a new study by MAGNA Media Trials and Ketch, 74% of people cite data privacy as one of their top values. Across all age groups, consumers consistently cite data privacy as their top concern—more highly valued than equality, sustainability, or any other ethical issue.

Such a consensus is virtually non-existent in today’s opinion polls. This shows that data privacy is really important to today’s consumers and that companies should take privacy seriously, not just because it is a legal requirement, but because it is a core value to their customers.

Following regulations is not enough to get consumers’ attention.

In fact, consumers have little interest in the fine print of regulations: In fact, more than three-quarters of people have never heard of the General Data Protection Regulation (GDPR), and nine out of 10 people have no idea what the Virginia Consumer Data Protection Act (VCDPA) is.

But consumers pay attention if your business is called non-compliant by regulators. Compliance can be the starting point for your business, but it is not enough to convince consumers that your business can be trusted to take care of their data.

And so, what can companies do to earn the trust of their clients? The key is to go beyond compliance and find ways to transparently communicate, give consumers meaningful and continual control over their data, and make data management a core part of your brand.

Three key findings from the study:

  1. Consumers are concerned about how companies handle data

Currently, most consumers believe that organizations are not doing enough to keep their data secure. More than 4/5 of consumers are concerned about how their data is used, and only 5% have no significant concerns about how organizations use their data.

Unfortunately, 6 in 10 of those surveyed believe companies routinely misuse their data, and only 21% of consumers believe their data is used only for reasonable purposes.

In other words, consumers don’t just believe companies are careless. In their view, companies are actively breaking the promises they make when they collect data.

Such suspicions are related to consumers’ feelings of helplessness. About 6 in 10 consumers say they don’t know where their data is sent after they share it, and 2/3 believe they have no control over how their data is used. And it is one step from that to undermining trust.

  1. Users understand the value of sharing data with businesses

Along with being serious about privacy, consumers are eager to share their data. Sound counterintuitive?

In fact, consumers understand that by consenting to use their data, they gain access to the things that matter to them, from more efficient products to personalized online experiences.

More than four-fifths of consumers believe they benefit from sharing their data – and remarkably, they don’t want companies to collect fewer data. But it is important to people that companies be diligent about protecting the data in their possession and be transparent about what they collect and why.

They also want a realistic opportunity to refuse to collect the data or to change their mind and withdraw their consent after the information has already been collected.

As a result, people see data sharing as an exchange of value. The consumer wants to retain control over that exchange – but if you give them the security and privacy they want, they will give you the data they need.

  1. Responsible data practices drive turnover

People are willing to reward organizations that do it right. Nearly 9 out of 10 consumers say responsible data privacy practices will have a positive impact on their relationship with a company, and one-third will tell their friends about companies with high privacy standards.

Ensuring data privacy has a direct impact on revenue. About a quarter of consumers say they are more likely to buy from a company that takes data privacy seriously, and 15% are willing to pay more for such products or services.

That is about half as many as those willing to pay extra for green products.

Given the scale of green marketing and the relative paucity of consumer-facing advertising related to data management, it is clear that there is ample opportunity for businesses to increase revenues by enhancing privacy practices.

If a company respects the dignity of these people, it will be rewarded for it.

Companies spend a tremendous amount of time, energy, and money on areas, such as green marketing, diversity programs, and ethical recruitment practices.

They do so not only because these issues are of absolute importance but also because they perceive these issues as important to their consumers, and they want to be guided by these values.

The results of the Magna/Ketch study show that effective data management should be high on companies’ list of priorities. Users are saying loud and clear that they care about how their data is treated and that they are willing to reward companies that share their values and protect their privacy.

Shoppers will reward brands that treat data responsibly: purchase intent will increase by 23% in the US and 28% in the UK.

But what does responsible data mean?

For starters, it means actively deleting data when it is no longer needed and providing customers with meaningful visibility into what you’re doing with the data and why you’re collecting it.

Those companies that don’t take on the role of custodians of people’s data increasingly find that their customers simply leave or choose to work with other, more ethical companies.

Improper privacy practices aren’t just bad for consumers. It is terrible for businesses, too.

To keep data flowing and innovating and growing in the new data economy, companies need to step up and find privacy solutions that go beyond regulatory compliance.

Now is the time to see privacy as a key strategic priority and look for new ways to provide the engagement, transparency, and robust data management that consumers have come to expect.

Conclusions About DuckDuckGo

So, despite the fact that the search engine itself sagged somewhat in popularity in 2022, the overall desire for privacy among people is growing, especially in light of recent events when some countries are banning their residents, viewing certain sites and banning them from visiting, and even mentioning them under threat of criminal prosecution.

We think that the search engine we have told you about today is the most preferable for all people who want to take care of their privacy on the Internet.