By 65 % an overwhelming amount of search engine users does not favor personalized search. This sounds a bit surprising as personalized search is a trend and secondly regarding the awareness of the fact that search results become personalized. The second insight especially is surprising as another study has shown that most users are not aware about the functions of Google+, which leads to personalized search results while being logged in.
The reason to oppose personalization is the supposed effect to get limited results. Furthermore users are still not comfortable with the information gathered about them by search engines. Below is a summary of the study conducted by PEW Internet being called Search Engine Use 2012.