89% say new EU cookie directive is a positive step

In a survey of 2,000 online users by eDigitalResearch and IMRG for the the latest eCustomerServiceIndex (eCSI), 89% of those surveyed felt that it would benefit consumers.

But the research also found that while retailers and brands are preparing for the enforcement of the new rules and regulations over the coming weeks, consumer knowledge and awareness of cookies and the use of them is considerably blurred.

One third (33%) of those surveyed believe that cookies could be used for viruses and Trojans, demonstrating the need for retailers and brands to make any changes to cookies as seamless and as straightforward as possible.

75% of those questioned had not heard of the new EU cookie directive, although once informed of what the new directive entails, nine out of ten were in favour.

Derek Eccleston, Head of Research, at eDigitalResearch, said:, “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.”

Andy Mulcahy, Head of Communications at IMRG, added: “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.”