Three out of Four Web Users Would Say no to Cookies
The EU Cookie Directive is just over a month away, and there remain worrying signs that both publishers and users are distinctly unaware of how this will affect them.
A survey conducted by Econsultancy has revealed that over 75% of Internet users would tend to turn down browser-based cookies from the sites they visit on the web.
This will likely prove to be a major concern for publishers, as the new EU-based directive will change how websites place and use cookies on our browsers. Previously, all sites had to do was provide information on how users could opt-out of receiving cookies to track their behavior - sometimes in not-so-easily found locales. The new ruling, however, dictates that publishers must obtain permission from web users (called opting-in) to place cookies.
Publishers may still use cookies without user permission, however, in instances where it is strictly necessary to do so for the functionality of the website and where that action is explicitly requested by the user.
With the new data from Econsultancy, it appears that publishers may have a difficult job convincing users that accepting cookies is in their own interests.
The results are even more alarming as they were derived from regular online shoppers (or web savvy people). It isn't hard to imagine the non-web savvy population taking fright at the idea of something tracking their behavior and never opting in. The study adds that a full 40% of respondents actually see cookies as a bad thing.
The more detailed figures were taken from a reduced sample of users that actually know what cookies are — and why they're used. While many were happy to accept cookies for use with shopping carts and other essential functionality, a paltry 17% reported they would be happy to accept cookies for advertising purposes, and only 21% would allow the use tracking mechanisms in order to provide more relevant advertising.
In an alarming note for publishers, 50% of respondents reported that they would happily use another website if not accepting cookies made usability difficult.
Is your site prepared for this change? Would you accept cookies if given the choice?
Follow Technorati