Despite the additional privacy features offered by new search engines like Brave, experts say increased privacy isn't enough to sway the general public from their usual search options.

Consumer privacy continues to be at the center of many tech conversations. One of the most recent announcements is the release of a new search engine from the makers of Brave, a browser focused on privacy. The search engine is now available in beta and promises users more privacy than other options out there, such as Google or Bing. However, experts say that greater protection alone won’t be enough to lure users away from the heavyweights that dominate the search market.

"We're happy to see privacy gaining momentum," Leif-Nissen Lundbæk, a privacy expert and CEO of privacy-focused development company Xayn, told Lifewire in an email. "However, I believe that privacy alone won't be enough to attract the vast majority of users away from established search giants like Google. You also need to provide them with a compelling user experience and convenience so they don't waste valuable time searching for information online."

If new search engines want to steal users from other search engines, they have a long way to go. Google, one of the largest aggregators of your online personal information, still has a 92% share of the search engine market. If you ask most everyday consumers, they’ll probably compare web searching to “Googling” because it’s become such a staple in online searches.