With Google having announced the introduction of an “incognito mode” for its mobile search app, today we explore how many people are using private browsing windows when accessing the internet.

Currently, these tools are the most popular online privacy measure among online adults. Globally, it’s almost 1 in 2 internet users who are deploying them each month, putting this activity notably above the others tracked by GWI. We see particularly strong figures for this behavior in the Middle East & Africa (65%), with both Latin America and North America pushing above the 50% mark.

With such significant numbers using private browsing windows – which frustrates the use of cookies – we have more context for Google’s recent announcement that it is shifting away from using cookies in its marketing strategies.

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