Just 38% of internet users say they are generally aware of ways they themselves can limit how much information about them is collected by a website. Among this group, one common strategy people use to limit personal data collection is to delete their web history: 81% of those who know ways to manage the capture of their data do this. Some 75% of this group uses the privacy settings of websites to control what’s captured about them. And 65% change their browser settings to limit the information that is collected.
Online men are significantly more likely than women to report knowing ways to limit how much personal information websites can collect about them, as are white online adults when compared with African-Americans and Hispanics. Moreover, online adults who have been to college and those under age 50 are more likely than other online adults to report knowing how to do this.