From the key takeaways: 2. However, 75.8 ± 2.2% of people who use Private Browsing incorrectly identify the protection that it provides. As 66.5 ± 2.5% overes

From the key takeaways: 2. However, 75.8 ± 2.2% of people who use Private Browsing incorrectly identify the protection that it provides. As 66.5 ± 2.5% overestimate its benefits, this leaves a majority of Private Browsing users exposed more than they think they are. 3. When people find out what private browsing actually does, 65.9 ± 2.4% feel “Surprised”, “Misled”, “Confused” or “Vulnerable.” 64.0 ± 2.6% of people believe their web browser should do more to protect their privacy, and 84.2 ± 1.9% are open to trying to a different major web browser if it would provide more privacy protection Calling it Private Browsing is like installing antivirus on a computer and telling end-users that it's a "secure computer"; it only addresses one threat to privacy and not the largest ones. When end users read "Private", they reasonably expect that it is private overall, and it's not at all. In other contexts it would be a form of fraud on consumers. I don't know how many end users are aware that there are serious privacy threats, but few grasp what they are, understand the technology, and can distinguish between the different kinds of threats, much less grasp what Private Browsing really does and apply that knowledge. (Heck, I'm not even 100% sure of what Private Browsing does.) It's unintentional I think - the terminology is by and for geeks. The browser vendors really should change the term.