Survey: More than half of consumers say they understand accepting cookies online

American consumers are becoming more aware of what they are agreeing to when they accept cookies on a website, according to a new survey.

The 2024 Digital Consumer Insights Survey issued by retail media network platform Carter in partnership with Ipsos found that over half (53%) of online shoppers are familiar with what they are agreeing to when they accept cookies. Two-thirds (66%) of online shoppers say they typically accept cookies, with those ages 18-34 being most likely to accept them (79%). The survey found that the primary reasons for accepting cookies include: access to full online features (53%), enhanced user experience (43%), remembering login information (34%), and personalized content (27%).

While only 15% of respondents claim to be very familiar with the specifics of the data being collected, younger consumers aged 18-34 show a higher level of understanding, with 21% indicating they know what data is being tracked. Nearly six-in-10 (58%) respondents are familiar with what data is being collected by companies online through cookies, with weekly online shoppers being more knowledgeable at 66%. However, only 15% of people are very familiar with the data companies are collecting.