[...] There are tools available to internet users who would like to protect some aspects of their online privacy. Users can opt out of tracking by certain marketers, clamp down access to their social networking sites and employ online pseudonyms as a way to keep some info relatively private.

Privacy controls like these are widely used, especially by younger generations. A Pew Internet & American Life survey of people age 18 to 29 found more than 70 percent of them had changed the privacy settings on their social networking profiles.

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