These intrepid web users say they'd rather deal with daily inconveniences than give up more of their data. That means setting up permanent vacation responders on Gmail and telling friends to resend files or video links that don't require Google software. More than that, it takes a lot of discipline.

People like Kelly are trying to build barriers to Google and other tech giants largely because of increasing concerns about massive data collection. A series of privacy scandals showing how these companies collect and use consumer data has raised alarm bells for many people about how much they've traded for customization and targeted ads. For example, a Washington Post investigation last month found more than 11,000 requests for tracking cookies in just one week of web use on Google's Chrome browser.

As a result, more consumers are taking measures to wrest greater control of their personal data, like deleting Facebook and its photo-sharing app Instagram. About 15% of U.S. households' primary shoppers never shop on Amazon, according to Kantar ShopperScape data. Some Amazon Echo and Google voice-activated speakers have landed in the trash. And some consumers are saving photos and other personal documents to external hard drives rather than on Google or Apple's clouds.