A significant portion of UK consumers are preparing to opt out of third-party cookies when Google rolls out its one-off opt-in model for Chrome next year.

According to a recent survey by Apply Digital, 38% of British consumers plan to reject third-party cookies, while a further 22% remain undecided on their stance.

The survey reveals a varied set of attitudes towards tracking cookies and data sharing. While some consumers hold positive views on cookies, others are more cautious or indifferent. The findings highlight a growing challenge for marketers and businesses reliant on cookies for targeted advertising and personalised marketing.

Consumer Attitudes Towards Cookies

The survey conducted by Apply Digital highlights a broad spectrum of views on cookies among UK consumers. Approximately 35% of respondents reported a net positive attitude towards cookies, while 32% held negative views. A significant portion of respondents, nearly 25%, remained neutral, with 8% unaware that their online activity is tracked via cookies.

Younger age groups appear more accepting of cookies. Over half (54%) of respondents aged 16-24 and 25-34 reported positive attitudes toward cookies. However, the outlook changes with older consumers. Only 31% of those aged 45-54 and 17% of respondents aged 55+ viewed cookies positively, suggesting a generational divide in how tracking technologies are perceived.

Matt Gould, Chief Commerce Officer at Apply Digital, commented on the findings: “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.”

He added that if cookies are to have a future, businesses need to clarify their purpose to consumers and provide users with greater control over their data preferences.

Personalisation Preferences

Despite growing concerns about data tracking, there is a strong appetite for personalised online experiences. The survey shows that 41% of consumers are more likely to make a purchase from brands offering tailored experiences, compared to 21% who are less likely.

Women show a slightly higher inclination towards personalisation, with 43% more likely to buy from brands offering personalised experiences, compared to 39% of men. The age demographic of 25-34 years old showed the strongest interest, with 63% more likely to make purchases from businesses that provide personalised services. In contrast, older consumers show less interest in personalisation, with only 22% of those aged 55+ more likely to buy from businesses offering customised experiences, and 28% indicating they are less likely to do so.

The survey also examined the factors that would encourage consumers to share their data. The primary motivator, cited by 33% of respondents, is having control over what data is shared and how it will be used. This is closely followed by concerns around responsible data use and transparency, each mentioned by 30% of respondents.

Incentives such as rewards, points, and personalised recommendations are also seen as important motivators, with 28% of respondents highlighting these factors. Notably, men showed a greater interest in receiving personalised offers compared to women, with 33% of men favouring such incentives compared to 23% of women.

Balancing Privacy and Personalisation

As the debate around third-party cookies intensifies, businesses must navigate the delicate balance between respecting consumer privacy and delivering personalised experiences. While third-party cookies are increasingly being phased out, they still play a critical role in online advertising and targeted marketing.

Matt Gould stressed the importance of understanding customer perspectives: “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.”

He further emphasised that businesses must adopt smarter data strategies, focusing on privacy, personalisation, and user control to maintain consumer trust. Understanding the differences in consumer needs and preferences, especially across age demographics, will be key to ensuring a sustainable approach to data usage and marketing.

As third-party cookies face an uncertain future, businesses will need to innovate and adopt alternative data strategies that prioritise transparency and user control, all while delivering the personalised experiences consumers increasingly expect.

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