Survey Finds UK Consumers Divided on Third-Party Cookies
More than one-third of U.K. shoppers are set to reject third-party cookies when Google introduces a one-off opt-in to Chrome in 2025, according to a survey by Apply Digital.
The global digital transformation business polled 2,000 U.K. consumers about their attitudes toward tracking cookies and data sharing. Among the findings in The Cookieless Revolution report:
- 38% would reject third-party cookies
- 35% of respondents have a net positive attitude toward cookies
- 32% view cookies negatively
- 22% remain undecided
- 8% were unaware they were being tracked online
Among younger respondents, 54% of 16- to 25-year-olds and 25- to 34-year-olds viewed cookies in a more positive light. Those aged 45 and older didn’t feel as favorably, however: just 31% of 45- to 54-year-olds and 17% of those aged 55 and older saw them positively.
"While Google received a lot of criticism from marketers for backtracking on cookie deprecation, the results of our survey suggest that a stay of execution may have been sensible," Matt Gould, chief commerce officer at Apply Digital, said in a statement. "While some have strong opinions, people aren't uniformly opposed to cookies as a concept — and around a fifth are yet to be swayed either way.
"One thing is for sure, if cookies are to have a future, then it's up to e-commerce businesses to help consumers understand what they are actually used for and make a stronger case for why they can be useful. This needs to be aligned to giving users greater control over setting their preferences."
Consumers may have concerns about data tracking, but ultimately more people want personalized online experiences than don't. Apply Digital found that 41% of consumers would be more likely to buy from brands offering tailored experiences compared to 21% who say they’d be more likely to shy away.
Women also lean slightly more toward personalization than men – 43% vs. 39% – but younger consumers are more keen on personalized services. Also, 63% say they’d be more inclined to buy when their path to purchase caters more to their preferences. Conversely, older shoppers aren't as interested in in personalization – 22% responded they’d be more likely to buy while 28% said they’d be less likely to do so.
The survey highlights several factors that may encourage consumers to share their data. For 33%, their top motivator would be control over what data is shared and for what purposes. Two other factors – assurances of responsible data use and transparency – were each cited as important by 30% of survey takers.
Additionally, incentives such as rewards or points, as well as personalized recommendations and promotions, are important motivators, each cited by 28% of respondents. Men are more interested in personalized offers than women; 33% favor them compared to 23% of women.
"While third-party cookies may be on the decline, they still play a crucial role in online advertising. It's therefore essential that online retailers understand their customers' nuanced perspectives on tracking and personalization," Gould said. “If third-party cookies are to have a future over the longer term, businesses need to become more data smart in how they strike a balance between privacy, personalization and control. This will mean having a better understanding of people's needs and preferences, especially across age demographics."