Google continues to personalize search results even when users are logged out or using private browsing mode, a study from DuckDuckGo reveals.
It’s widely understood that Google personalizes search results for users logged in, utilizing their account information and browsing history. However, this recent study suggests that using Google in any form does not avoid personalized search results.
### Same Keyword, Same Time, Different Results
The study involved participants entering identical search terms simultaneously. All participants were based in the US, as search indexes can vary by country. Despite whether they were logged in or not, most participants saw results unique to them.
A total of 76 individuals searching for the same keyword at the same time produced 62 different sets of search results. Google displayed certain links on the first page that were not shown to others, and the news and video boxes yielded significantly varied results.
Additionally, DuckDuckGo notes that the discrepancies in search results could not be attributed to location changes, time differences, or Google experimenting with algorithm changes. Different sources appeared in the news carousel even when searches were made at the exact same time.
When examining differences in unique domains displayed, the study found that 87 participants saw 19 domains ordered in 31 different ways. Some results included domains that were not seen by any other participants.
### Google’s “Filter Bubble” Problem
Contrary to popular belief, browsing in incognito mode does not provide anonymity.
“Unfortunately, this is a common misconception as websites use IP addresses and browser fingerprinting to identify people who are logged out or using private browsing mode.”
DuckDuckGo suggests that this creates a “filter bubble” because Google filters people’s search results, keeping them in a bubble based on what its algorithms predict they will likely click on.
For more detailed information, refer to the full study.
