December 8th, 2022, Christien Pheby
Amid growing data privacy concerns – and with major players such as Google and Apple ending support – third-party browser cookies are supposedly on the way out. But while companies still have their hands in the metaphorical jar, new YouGov Survey Direct data explores how comfortable consumers are when it comes to sharing their data with websites and companies.
Most of these consumers are, in their own estimation, smart cookies: 62% say they have a good level of understanding on this subject (62%), with merely a third (34%) saying they do not.
Our findings show that most Americans are uncomfortable with providing personal information in exchange for a better online experience (58% vs. 33%) or even for a special offer/discount (55% vs. 35%). Most also say they are concerned with websites using their data (81%), with less than a fifth saying they are not (16%).
Despite this discomfort, Americans are evenly split in terms of their actual online behaviour.
Our data shows that, while 44% actively manage their options when prompted to consent to website cookies, 43% tend to just accept all cookies. Some 9% - tough cookies, we might say – choose to leave the site entirely.
Findings from this piece originally appeared in The Drum US.
Methodology
YouGov polled 1,000 US adults online on 4 November 2022 between 20:58 and 23:52 GMT. The survey was carried out through YouGov Survey Direct. Data is weighted by age, gender, education level, political affiliation, and ethnicity. Learn more about YouGov Survey Direct.
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