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With near constant news of data leaks and security breaches, online privacy has become a huge priority for American customers impacting the way people shop online.
According to the recently released 2024 Digital Consumer Insights Survey by Ipsos and Carter, it might mean retailers need to rethink their strategies as consumers become increasingly aware of data collection practices.
Gone are the days when the concept of “accepting cookies” prompted a Google search or was knowledge limited to tech-savvy consumers.
- Per the findings, over half of online shoppers in the US know precisely what “accepting cookies” online means.
- Meanwhile, 58% of respondents said they are “familiar” with the data being collected by companies via cookies, although a mere 15% of shoppers were “very familiar.”
- Moreover, more than 66% of those surveyed said that they typically do accept cookies, and those between the ages of 18 and 34 were even more likely to do so at 79%.
If you’re wondering why customers are so quick to accept cookies, having “access to full online features” (53%) and getting an “enhanced user experience” (43%) were the top reasons.
- Being able to remember login information (34%) and getting more personalized content (27%) were other primary reasons.
- And if shoppers today love anything more than a good discount, it’s a personalized shopping experience—24% of shoppers said they were influenced by personalized advertisements when shopping online.
“[The survey results] highlight both a growing awareness among consumers and the importance of transparent cookie policies,” Shobhit Khandelwal, founder and CEO of Carter, said in the report.