New Ideas in Marketing
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Academicians at the University of Michigan and Ruhr-University Bochum in Germany studied the interaction of European consumers with cookie consent mechanisms.

The research found that only “a tiny fraction of consumers” would agree to be tracked if cookie collection was truly in compliance with EU’s current privacy laws. The study revealed that 58% cookie consent notices were placed at the bottom of the screen.

93% of notices didn’t block interaction with website. And, 86% of the cookie consent notices provide users with no option other than a confirmation. This doesn’t give consumers much choice.

The study further revealed that 92% of cookie notices link back to a site’s privacy policy. Of this, only a third mention the specific purpose of the data collection. And only 21% of notices are clear on who can access the data.    

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[15 minute read]

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