Around 90 percent of all online searches are processed by US search engine Google. All of the data collected is stored at 15 huge data processing centers -- and the company earns money from analyzing it.
Google records each search that is conducted over its website. But the company also collects data about internet users even when they aren't on Google sites. Website operators can have Google Analytics track their visitors' online behavior, as well as their age, gender and location. Google also has access to this external data. However, the US internet giant is quick to block competitors who create tools to prevent such unwanted tracking.