Tuesday, March 15, 2005
MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines: "Study Showing Consumers Purge PCs Of Cookies Casts Doubt On Analytics, Targeting
by Gavin O'Malley, Tuesday, Mar 15, 2005 7:00 AM EST
IN NEWS THAT UNSETTLED MANY in the online advertising world, a new study by Jupiter Research revealed that four out of 10 Internet users delete cookies from their primary computers at least once a month. The report found that about 12 percent of Internet users delete cookies on a monthly basis, 17 percent do so weekly, and 10 percent purge cookies every day. What's more, more than half--52 percent--said they had rid their computers of cookies at least once in the last year. For the study, announced yesterday, Jupiter Research surveyed 2,337 U.S. online consumers in March.
This study marks the first time Jupiter has examined how Internet users react to the cookies that wind up on their personal computers, said Eric Peterson, Jupiter Research analyst and author of the report. 'It was commonly assumed, before this study, that users didn't have the sense or the inclination to fool with cookies,' Peterson said, 'so advertisers and marketers didn't factor the possibility into their tracking and targeting measurements.' ..."
by Gavin O'Malley, Tuesday, Mar 15, 2005 7:00 AM EST
IN NEWS THAT UNSETTLED MANY in the online advertising world, a new study by Jupiter Research revealed that four out of 10 Internet users delete cookies from their primary computers at least once a month. The report found that about 12 percent of Internet users delete cookies on a monthly basis, 17 percent do so weekly, and 10 percent purge cookies every day. What's more, more than half--52 percent--said they had rid their computers of cookies at least once in the last year. For the study, announced yesterday, Jupiter Research surveyed 2,337 U.S. online consumers in March.
This study marks the first time Jupiter has examined how Internet users react to the cookies that wind up on their personal computers, said Eric Peterson, Jupiter Research analyst and author of the report. 'It was commonly assumed, before this study, that users didn't have the sense or the inclination to fool with cookies,' Peterson said, 'so advertisers and marketers didn't factor the possibility into their tracking and targeting measurements.' ..."
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