On Tuesday, it was announced by Microsoft that it is prepared to cut the amount of time it retains the Internet user’s search data to six months from 18 months if other web giants also agreed to do so.

Pressure is being put on the Internet companies by the European Union to reduce the amount of time they hold user’s personal web searching data.

Back in September, it was reported by Microsoft's arch-rival Google that it was halving the amount of time it keeps the search data associated with a user's unique Internet address to nine months from current18 months.

Through a statement, the US software giant said, “Microsoft evaluated the multiple uses of search data and is prepared to move to a six month timeframe. To ensure people's privacy is protected broadly, while delivering benefits to consumers and enabling competition, it's important that all major search companies adopt the same high standards.”

But it was informed by Microsoft that even more important than the duration, was the way the search companies strip key information from data that allows a user to be identified.