The study showed that health websites have 15 trackers on average. These numbers remain consistently high across countries, with the UK having the highest number of trackers on news sites ( 33).Įducation and government platforms scored well, with only seven trackers on education sites and five on government websites on average. News, streaming, and shopping sites also have many trackers – 21, 20, and 19, respectively. In many other countries, social media sites have as few as 11 trackers per website, with Canada having only an average of seven trackers on social media sites. However, this high average appears to be skewed by the prevalence of tracking in Hong Kong and Singapore, where social media sites have 169 and 143 trackers on average, respectively. The study found that social media websites track users the most, with an average of 28 trackers per site. How did tracking vary across different types of sites? Even though it applies in these countries, websites in the UK ( 18.6), France ( 17.6), and Spain ( 18.2) had a high number of trackers. While data protection laws play an important role, the study suggests that online tracking practices are also impacted by culture, not just the GDPR (General Data Protection Regulation). These countries were followed by Norway ( 12.3) and Finland ( 12.6). Websites based in Scandinavian countries like Sweden and Denmark also have comparatively few trackers, with 11.7 on average. In contrast, Northern and Central European websites had very few trackers, showing that digital privacy is respected more than in the previously mentioned countries.Īustrian websites had the lowest number of trackers, with only 11.4 trackers per website. The high number of trackers indicates a need for a culture shift in these countries – and more legal protection of digital user privacy. came in third, with 23 trackers per website on average. Singapore has the second-highest number of trackers per website – 33.5. On average, Hong Kong websites have 45.4 trackers for collecting user information. The study revealed that Hong Kong has the highest number of trackers per website. Trackers may collect information on browsing habits (e.g., websites you visit, what you click on), your IP address, and even personal data (like your email address). Knowing this information helps them tailor the website to your needs, like positioning buttons on pages with more traffic, changing the layout, or removing information users don’t seem interested in. Website admins use trackers to monitor how you interact with their website. Ad trackers also enable websites to show targeted advertising or remind you to buy something you looked up elsewhere. Websites use ad tracking to offer personalized ads for goods and services to encourage you to purchase them or spend more. Here are the two most common reasons for tracking: Some website owners might sell the data they’ve collected to advertisers, marketers, government agencies, and private companies for profit. Online trackers are tracking pixels, cookies, or scripts websites use to gather information about their visitors.
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