eDigitalResearch finds cookie confusion but support for new directive

Latest consumer research by eDigitalResearch has found widespread support for new European cookie laws due to come in later this month.

The online survey asked 2,000 consumers for their views on the new directive which means from May 26 online retailers will have to ask for customers’ consent to drop cookies.

The research found large scale ignorance about the directive with 75% of respondent saying they had never heard of it.

However when made aware about the directive an overwhelming 89% said it was a positive step and 79% said it was a necessary change.

  • 89% of consumers feel that new EU cookie directive is a positive step
  • 75% of online consumers have not heard of the new EU cookie directive
  • 33% believe that cookies can be used for viruses and Trojans
  • 23% of consumers are happy for websites to use cookies to improve their browsing experience

Derek Eccleston, head of research, at eDigitalResearch said: “It’s unsurprising that general consumer knowledge surrounding cookies and their uses is a bit confused.

“However, once the new rules and regulations come into force, retailers and websites will need to be doing everything in their power to effectively and efficiently educate visitors on how cookies are used, especially those most essential to site performance.

“At eDigitalResearch, our in-house technical team have created a quick and simple solution to help brands achieve complete compliance with the EU cookies directive for online insight programmes quickly and easily.”

The eCustomerServiceIndex (eCSI) survey results from eDigitalResearch and IMRG found 8% of those people who took part had not actually heard of cookies and 9% did not know they could disable them.

One third believed that cookies could be used to infect their computers with viruses meaning it is vital retailers ensure changes to comply with the law are straightforward and as sesmless for the customer as possible.

Andy Mulcahy, head of communications at IMRG, said: “There has been a lot of concern in the industry that the new cookie requirements could prove disruptive to the user experience and lead to potential customers leaving a site through concern at what they are agreeing to by accepting cookies.

“While many consumers seem to find the whole concept of cookies and what they are used for confusing, the fact that such a high percentage regard the new regulation as a positive step suggests that there is actually a real opportunity for retailers to increase trust and loyalty through a clear, unobtrusive and customer-friendly cookie notification process.”

This website uses cookies to ensure you get the best experience. Learn more