Majority of U.S. Shoppers Now Accept Cookies With Confidence, New Survey Finds
September 10 2024 - 6:00AM
Business Wire
The 2024 Digital Consumer Insights Survey by
Ipsos and Carter, a global privacy-first, AI powered Retail Media
Network, unveils how key trends such as personalization and privacy
are impacting consumer behavior while shopping online
As data privacy laws continue to change, retailers need to stay
agile and adapt to evolving regulations. The 2024 Digital
Consumer Insights Survey issued by Carter in partnership with
Ipsos looked at how consumers interact with online platforms and
their perceptions of data privacy. The data found that over
half (53%) of online shoppers are familiar with what they are
agreeing to when they accept cookies. The survey findings showcase
a significant rise in consumer awareness when accepting cookies
online; marking a positive shift toward online data education and
personalized shopping experiences.
Highlights:
- 66% of online shoppers say they typically accept cookies, with
those ages 18-34 being most likely to accept them (79%)
- One quarter (24%) of respondents are influenced by personalized
advertisements when shopping online, including 34% of those online
shoppers being 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 data companies are
collecting
“We are reassured by these survey results, which highlight both
a growing awareness among consumers and the importance of
transparent cookie policies,” said Shobhit Khandelwal, founder and
CEO of Carter. “At Carter, we are committed to providing technology
that not only enhances business performance but also respects and
safeguards user data. Our platform is designed to support retailers
in leveraging this heightened consumer awareness and education,
while ensuring the highest level of data security.”
Consumers Are Educated on Cookies
The survey reveals that online shoppers are becoming
increasingly knowledgeable about cookie tracking and its
implications. Overall, 58% of respondents are familiar with what
data companies are collecting through cookies. This awareness is
even more pronounced among frequent online shoppers, with 66% of
those who shop online weekly indicating they are familiar with the
data collection practices. While only 15% of respondents claim to
be very familiar with the specifics of the data being collected,
younger consumers aged 18-34 show a higher level of understanding,
with 21% indicating they know what data is being tracked.
Young Consumers Drive Online Shopping
Young consumers are quickly reshaping the retail landscape as
they spearhead the online shopping boom, with over half (51%) of
those aged 18-34 shopping online at least once a week,
significantly higher than the overall average of 44%. This age
group not only shops more frequently but is also more likely to
engage with digital features that enhance their shopping
experience. For example, 79% of consumers aged 18-34 regularly
accept cookies, compared to 66% of all online shoppers, indicating
their greater willingness to embrace online tools that provide
convenience and personalization. Additionally, those aged 18-34 are
more receptive to targeted advertisements, with 7% making purchases
based on personalized ads, compared to only 4% across all age
groups.
Why Online Shoppers Accept Cookies
The data shows that online shoppers often accept cookies for
enhanced user experiences, with 53% accepting them to access full
website features, such as session management, tracking, and
personalization. Additionally, 43% of respondents accept cookies
specifically to remember their login information, and 27% do so for
personalized content.
About Carter:
Carter is transforming retail media with AI and privacy at the
core. It is a technology platform that enables professionals in the
Retail Media Network (RMN) space to optimize competitive business
performance. It's a groundbreaking technology designed with data
security at the forefront. Carter will scale businesses of all
sizes, and deliver solutions for sophisticated audience management,
advertising campaign executions, and multifaceted monetization
across multiple industries. Carter empowers brands to leverage the
full advertising landscape effectively. Accelerate your growth with
Carter's modular platform, enabling rapid adaptation, seamless
integration, and smart investment in your personalized
ecosystem.
Methodology: These are the findings of an Ipsos survey conducted
on behalf of Carter. Fieldwork was conducted between August 9 to
12, 2024. A total of n=1000 Americans aged 18+ participated in the
survey which was fielded via the Ipsos’ panel. Quotas and weighting
were used to ensure the sample's composition reflects that of the
American population according to census parameters. This survey has
a credibility interval of +/- 3.8 per cent, 19 times out of 20, of
what the results would have been had all American adults 18+ been
surveyed.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240910450877/en/
For media inquiries, please contact: Samantha Berdini
Senior Account Manager, Category Communications
samantha@categorycomms.com 647-238-5256