Users More Aware Of Cookies, Deletion Skills Grow Crummier

Awareness of cookies has increased significantly among consumers over the past two years, but most are still ignorant about the actual role they play in the online industry. That's the bad news, according to a new study conducted by online marketing research firm InsightExpress, which found that consumers delete cookies for the wrong reasons. The good news for industry pros is that consumers are equally ignorant in their ability to delete cookies.  Although consumers are more aware of cookies today than they were two years ago when InsightExpress conducted its first cookie deletion study, they were less adept at actually removing them. In 2007, 85% of consumers said they were aware of cookies--up eight percentage points from the 2005 survey. But only 28% of consumers who attempted to delete their cookies during the InsightExpress test were successful in 2007, versus 35% in 2005. More ...