NEW YORK ? Cookies, not the kind that mom bakes, but the kind used by online eTailers to track web site habits, are increasingly getting deleted or blocked by Internet users to protect their privacy and security, a new study by JupiterResearch reports.
The study shows nearly 58 percent of online users deleted cookies. As many as 39 percent may be deleting cookies from their primary computer every month, according to the study.
The market researcher attributes the trend to heightened concern over privacy and security issues among Internet users. Many people are using anti-spyware and firewall applications, it said.
Some 38 percent of consumers surveyed said they consider cookies an invasion of their security and privacy. Lawmakers and consumer lobbies have been considering the impact of cookies.
For online businesses, the trend means that cookies may not be an accurate method of tracking regular visitors to their Web sites. If users block cookies, accurate measurement is compromised and higher number of numbers may be categorized as “anonymous,” JupiterResearch said.
“Given the number of sites and applications that depend heavily on cookies for accuracy and functionality, the lack of this data represents significant risk for many companies,” analyst Eric Peterson said in a statement. “Because personalization, tracking and targeting solutions require cookies to identify Web visitors over multiple sessions, the accuracy of these solutions has become highly suspect, especially over longer periods of time.”
