via Adweek IQ NEWS DAILY BRIEFING: March 14, 2005
It really doesn't come as a surprise to me and I often wonder why so many sites (I appreciate) don't talk to me, if they want to introduce me to their valuable advertisers and partner, but instead keeping sending me one, two, often five, sometimes ten or more cookies and think (or don't think, but sell?) will do their job. So this is my advise:
Watch more, Talk more, Dialog more with your users / visitors / readers and co-edit a communication and service plan!
JupiterResearch announced on March 14, 2005 their new report
Measuring Unique Visitors:
Addressing the Dramatic Decline in the Accuracy of Cookie-Based Measurement
Some of their findings:
In 2004 58% of online users have deleted "cookies" - so, if users delete cookies, accurate long-term measurement of consumer behavior on the site is severely compromised. If users block cookies, accurate short-term measurement is compromised, relegating increasing numbers of Web visitors to "anonymous" status.
As many as 39% of online users may be deleting cookies from their primary computer monthly - so, this undermines the usefulness of cookie-based measurement and leaving many site operators flying blind.
52% of online users have a strong interest in stories and articles about Internet security and privacy - so, make transparent what you offer (or force onto) your visitors
38% of online users believe that cookies are an invasion of their security and privacy online - so, talk to them
44% of online users believe that deleting or blocking cookies will protect them - so, this cuts deeply into your inventor you could offer great services from your advertisers and partners
Eric T. Peterson, Analyst at JupiterResearch says:
"Given the number of sites and applications that depend heavily on cookies for accuracy and functionality, the lack of this data represents significant risk for many companies. Because personalization, tracking and targeting solutions require cookies to identify Web visitors over multiple sessions, the accuracy of these solutions has become highly suspect, especially over longer periods of time.
The JupiterResearch report provides also some advice and strategy to site operators how to work in accordance with this findings. More ...
As this figures tell about findings in USA, one could estimate that this figures might be even higher in some "privacy aware" countries in Europe and elsewhere.
And off the records:
"delaying cookies" is one of my daily routines ... so, if you want to talk to me or introduce me to your advertisers and partners, talk to me (see above).