Shoppers Increasingly Aware of Cookies, Implications

While data privacy laws continue to evolve, consumers are becoming increasingly aware and knowledgeable about cookie tracking and its implications, a new survey found.The “2024 Digital Consumer Insights Survey” issued by commerce and retail media platform Carter in partnership with Ipsos found that more than half (53%) of online shoppers are familiar with what they are agreeing to when they accept cookies. Some survey highlights include:66% of online shoppers said they typically accept cookies, with younger consumers (those ages 18-34) being most likely to accept them (79%).24% of respondents are influenced by personalized advertisements when shopping online, including 34% of those online shoppers ages 18-34, and 33% being weekly online shoppers.Primary reasons for accepting cookies include: access to full online features (53%), enhanced user experience (43%), remembering login information (34%) and personalized content (27%).58% of respondents are familiar with what data is being collected by companies online through cookies, with weekly online shoppers being more knowledgeable at 66%.However, only 15% of people are very familiar with the specifics of the data companies are collecting. Younger consumers show a higher level of understanding, with 21% indicating they know what data is being tracked.“We are reassured by these survey results, which highlight both a growing awareness among consumers and the importance of transparent cookie policies,” Shobhit Khandelwal, founder and CEO of Carter, said in a media release on the findings. [Also Read: What Incentivizes Consumers to Share Their Data?]Younger Consumers Embrace PersonalizationYounger consumers are quickly “reshaping the retail landscape” as they lead the online shopping boom, with more than half (51%) of those aged 18-34 shopping online at least once a week, significantly higher than the overall average of 44%, per the release. This age group not only shops more frequently, but is also more likely to engage with digital features that enhance their shopping experience. This indicates their greater willingness to embrace online tools that provide convenience and personalization. Additionally, this age group is also more receptive to targeted advertisements, with 7% making purchases based on personalized ads, compared to only 4% across all age groups.Methodology: Ipsos conducted the survey on behalf of Carter from Aug. 9-12. One thousand Americans aged 18 and older participated.

Shoppers Increasingly Aware of Cookies, Implications

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