'Most' Web Users Choose to Allow Cookies

The majority of users of UK web sites are allowing the use of third party ad cookies, according to a recent analysis of the impact of the EU Cookie Directive by data privacy specialist TRUSTe.

Introduced earlier this year, the Directive requires web publishers to obtain prior consent before they store or access consumer information via cookies and similar technologies. Data privacy specialist TRUSTe analysed the actions taken by a sample of 3.5 million users of 29 different UK web sites from June to September.

Just 1.47% of those surveyed chose to learn more about their preferences by clicking on the 'cookie preferences' icon and going to the 'about cookies' page, although TRUSTe says this is more than 10 times the clickthrough rate on a typical banner ad.

Of those who did choose to click on the 'about cookies' page, around one in 12 (8.2%) chose to view their cookie settings, with 14.8% of those selecting the option to change their settings to 'functional cookies' (described as 'cookies that allow us to analyse site usage so we can measure and improve'). More than a quarter (26.8%) chose to change their settings to 'minimal cookies' ('cookies required to enable core site functionality'), and over half (58.4%) did not change their setting from the default of 'advertising cookies' ('cookies used by ad companies to serve ads that are relevant to your interests').

Danilo Labovic (pictured), MD EMEA for TRUSTe, comments: 'Today's analysis shows that sites with a robust compliance solution are not experiencing significant opt-out rates and at the same time are further building trust with their customers by giving them both notice of the tracking activity and the ability to easily make an informed choice about their tracking preferences.'

Web site: www.truste.org .