89% of consumers feel that new EU cookie directive is a positive step
New research has revealed that nine out of ten people feel that the EU cookie directive is a positive step forward for consumers despite many never having heard of the new rules and regulations.
The latest eCustomerServiceIndex results from eDigitalResearch and IMRG found that 75% of the 2,000 online consumers surveyed had not heard of the new directive. Of those that had, only 16% were fully aware of what changes would come into effect on 26 May. However, when made aware of what the new directive entails, 89% of those surveyed felt that it was a positive step for consumers and 79% agreed that the changes were necessary as public knowledge about cookies was limited.
As retailers and brands begin to prepare for the enforcement of the new rules and regulations over the coming weeks, the research found that consumer knowledge and awareness around cookies and the use of them was considerably blurred. One third of those surveyed believed that cookies could be used for viruses and Trojans and as many as 8% claimed to never have heard of cookies with an additional 9% not knowing that they could be disabled. However, almost a quarter were happy for websites to use cookies to improve their browsing experience.
Commenting on the research Andy Mulcahy, head of communications at IMRG, expalined: “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.”
Never Miss a Retail Update!Perhaps unsurprisingly, 80% of the 2,000 surveyed said they had not noticed any changes in recent weeks to websites that they frequently visited as retailers and brands wait for more confirmation and clarity around what the new directive entails.
Derek Eccleston, head of research, at eDigitalResearch, added: “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.”
