Cookie consent peaks at 99.9%

A widespread acceptance of cookies has been identified amongst consumers, with 99.9% of website users agreeing to receive cookies using some methodologies.

The research findings from online customer data platform QuBit suggests that the EU privacy directive, which came into force on May 26, will have a minimal effect on those sites deploying appropriate cookie consent processes.

QuBit monitored data from its Cookie Consent tool, which gives site owners a compliance solution for the so-called ‘Cookie Law’.

Based on data from more than 500,000 user interactions since the introduction of the legislation, consent rates varied between 57% and 99.9% based on the consent process deployed.

The data looked at three different consent processes:

  • explicit consent, which requires users to actively choose to receive cookies

  • implicit consent, which assumes users assent to the use of cookies unless they specify otherwise

  • notification, which notifies users of the use ofcookies on a website

Explicit consent resulted in a 57.2% consent rate, implicit consent generates a 99.7% acceptance rate and notification resulted in a 99.9% consent rate.

The data has the potential to allay fears amongst site owners that the Cookie Law could have a damaging and widespread impact on their business, according to the company.

Low consent rates could affect all areas of a website’s functionality, from onsite personalisation and checkout procedures through to marketing and advertising targeting.

The various levels of cookie consent available reflect early uncertainty about the interpretation of the law, which many felt did not make clear the exact definition of ‘consent’.

QuBit chief executive Graham Cooke said: “Prior to the introduction of the law it was unclear the extent to which the EU privacy directive was going to impact on web businesses.

“However, this data seems to indicate that, if compliance procedures are properly implemented, then businesses can rest assured that cookie-based technologies will still be applicable for the vast majority of their user base.

“These figures also demonstrate the importance of a properly constituted consent process – getting the messaging, positioning, timing, look and feel of your consent process is vital to optimise consumer buy-in.”

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