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The information and communication technologies of the 21st century use digital user data as a technical tool and aim to increase the efficiency and profitability of industrial production through the use of advanced data analysis technologies. Big data technologies carry out continuous surveillance on internet users and can reach accurate inferences through advanced analysis methods by using data generated by users. The ability of big data analysis techniques to collect and process detailed behavioral data about users raises concerns regarding the privacy and confidentiality of user data. This study, which provides a summary of the developmental stages of data technologies and analyses the dangers contained in these technologies in connection with the ongoing and new dynamics of capitalism, includes a survey of 307 people. The survey consists of questions that measure participants' levels of caution and anxiety regarding their personal and behavioral data, internet usage habits, digital skills, and awareness levels of data privacy breaches. The sample included students selected from the Departments of Sociology, Philosophy and Computer Engineering at Hacettepe University and technology company employees at Hacettepe Teknokent to include three different levels of technological expertise. The study found that participants were also more likely to be concerned about their behavioral and sensitive data as their frequency of daily internet use increased. Users' attitudes to behavioral data vary according to their frequency of daily internet use and the level of expertise of the participants. Participants demonstrated a high level of awareness of online profiling, but the habit of keeping data regarding their online behavior private is not widespread. When the findings are evaluated broadly, it is noted that participants with a limited knowledge of the profiling capacity of data technologies are unable to maintain behavioral data confidentiality. This research has limitations in the context of the sample's capacity to represent the research universe. However, it is thought that it will prove useful in drawing the historical background for the development of big data technologies, analysing this technology within the dynamics of capitalism and in drawing attention to the differences between users' approach to personal data and behavioral data. [ABSTRACT FROM AUTHOR]