It's complicated: Consumers split on future of cookies

Brands must strike a balance between privacy, personalisation and control for online advertising with more than a third (38%) of British consumers set to reject third-party cookies when Google introduces its one-off opt-in model to the Chrome browser; a further 22% are as yet undecided.

That is according to a new study by digital transformation business Apply Digital – whose clients include as Kraft Heinz, Coca Cola and The Very Group – carried out by CensusWide among 2,000 UK consumers.

The survey highlights a complex landscape of consumer attitudes towards tracking cookies and data sharing but does not predict a repeat of the mass advertising boycott triggered by Apple’s IOS update in 2021, when millions of consumers ditched ads.

Consumers’ opinions are divided on cookies as a whole, 35% of respondents have a net positive attitude towards them, while 32% view cookies negatively. Nearly a quarter don’t yet have strong feelings either way, and 8% of those surveyed were unaware they are being tracked online.

Younger people are generally more positive about cookies, just over half (54%) of 16- to 24-year-olds and 25- to 34-year-olds scored net positive. However, attitudes shift towards a net negative stance in those aged 45 and over, only 31% of 45- to 54-year-olds are positive about cookies and just 17% of those aged 55+.

Apply Digital chief commerce officer Matt Gould said: “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.

“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 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.”

Despite concerns around data tracking, a paradox exists that more people want personalised online experiences than don’t; some 41% of consumers are more likely to purchase from brands that offer tailored experiences, compared to 21% who are less likely.

Women are slightly more inclined towards personalisation than men (43% versus 39%), but the strongest interest is among 25- to 34-year-olds, with 63% more likely to buy from businesses offering personalised services.

Once again, those aged 55 and over show the least interest in personalisation, with only 22% being more likely to buy and nearly a third (28%) being less likely to do so.

The survey highlights several key factors that could encourage consumers to share their data. The top motivator is control over what data is shared and for what purposes, cited by 33% of respondents. This is closely followed by assurances of responsible data use and a demand for transparency, each mentioned by 30% of respondents.

Additionally, incentives such as rewards or points, as well as personalised recommendations and promotions, are important motivators, each cited by 28% of respondents. It is notable that men are more interested in personalised offers than women, with 33% of men favouring them compared to 23% of women.

Gould added: “While third-party cookies may be on the decline, they still play a crucial role in online advertising. It’s therefore essential for businesses to understand their customers’ nuanced perspectives on tracking and personalisation. Our research reveals a complex picture, highlighting the importance of careful consideration to avoid alienating consumers.

“If third-party cookies are to have a future over the longer term, businesses need to strike a balance between privacy, personalisation and control. This will mean having a better understanding of people’s needs and preferences, especially across age demographics.”