I get the impression that a lot more people are thinking about web browser privacy than they did a decade ago. I don't have a survey at hand, but considering how widespread news and advice pieces are about the topic -- and how often browser makers themselves tout privacy features -- there must be some groundswell of awareness. It's also difficult to ignore the consequences of weak privacy, since pretending that it doesn't matter will result in obnoxious advertising at best, and a compromised device or identity at worst.
Source : https://www.pocket-lint.com/web-browser-private-mode-doesnt-actually-protect-your-data/
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