Web Users’ Distaste of Cookies Eases

Marketers dismayed by last year’s studies that found consumers detested and deleted cookies have cause for cheer in that a new study has found only 8 percent of consumers “very frequently” delete cookies (vs. 18 percent in a previous, 2004 study), reports ClickZ (via MarketingVOX), citing a survey sponsored by Revenue Science and conducted by the Ponemon Institute. Other studies last year had put the proportion of at least monthly cookie deleters at 39-55 percent.

According to the new Ponemon study, 24 percent of respondents also said they never delete cookies, more than double the 11 percent in the previous study.

The survey sought responses regarding relevant online advertising: 63 percent said online marketers should “always” grasp their interests before advertising to them; 55 percent said web advertising that’s suited to their interests “improves” or “greatly improves” their overall online experience; and 86 percent said they’d rather accept relevant advertising than pay for content - 7 percentage points more than in 2004.

“What’s especially interesting is that knowledgeable respondents appeared to be much less concerned about the use of cookies,” said Omar Tawakol, chief marketing officer at Revenue Science, in a statement. “In fact, 63 percent of respondents stated that they’re likely to click on an internet ad that reflects their interests and preferences regardless of whether it utilizes cookies.”

“There are always privacy concerns. For example, when you’re tracking someone’s behavior, there’s that old feeling: What’s really going on?” Ponemon Institute founder Larry Ponemon told ClickZ. “But people are starting to accept the fact that they have anonymity, and the anonymity gives them comfort.