More than half of internet users have deleted cookies from their hard drive, according to a recently published report by Jupiter Research.The report also revealed that 39 percent of online users may be deleting cookies from their primary computer on a monthly basis, out of fear for online security risks to their computer.
In addition, the report indicated that 52 percent of online users indicate a strong interest in stories and articles about Internet security and privacy, and 38 percent of online users believe that cookies are an invasion of their security and privacy online. 44 percent of online users believe that deleting or blocking cookies will protect them.
Consumers are constantly reminded about the risks on the Internet posed by viruses, spyware and phishers, and deleting cookies makes them feel more secure, although it’s unlikely to make their computers any safer.
“Cookies, 99 out of a 100 times, are not an invasion of a consumer’s privacy or security,” said Eric T. Peterson, analyst for Jupiter Research, a division of Jupitermedia Corp. “They’re just harmless little text files.”
Cookies are small files that are uploaded to surfers’ computers as they visit websites run by retailers, entertainment companies, newspapers and other businesses, and are used to track visitors’ behavior on a site. The information collected can be used to make improvements to the site or to offer more personalised products or services to consumers. The data is also used for advertising campaigns and email marketing.
Nevertheless, Jupiter Research found that 58 percent of Internet users have deleted the tiny applications, essentially rendering consumers anonymous during site visits, and crippling website operators’ ability to gather information.
“It makes sense that consumers are going a little over the top to try and find things that they can do to protect themselves online,” Peterson said.
But the problems caused by cookie deletion are going to get worse for businesses.
Peterson suggested that website operators need to consider new technology to gather information, citing Flash from MacroMedia Inc as an alternative which tracks consumers’ visit on a website. Companies who want to continue using cookies on their sites may want to consider explaining to visitors that cookies are used, and explain why.
“It would also behoove them to ask the consumer first, and get permission,” Peterson said.
