Although many Internet services and sites allow customization and personalization that make visits online more efficient and enjoyable, two recent studies found that privacy concerns limit how both the most technology-savvy users and those with less expertise utilize opportunities to customize or personalize their online experiences. Results of the research by Penn State Distinguished Professor S. Shyam Sundar and Sampada S. Marathe of the Media Effects Laboratory in the College of Communications appear in the current issue of Human Communication Research.