Shoppers Uneasy About Cookie Use To Drive Emails And Other Messaging: Study

Consumers are most wiling to share product feedback with brands, and much less likely to provide information on how they research purchases, according to a global study titled Is Your Marketing Strategy Out Of Touch, by Econsultancy, commissioned by Cheetah Digital.

In the U.S., 55% will supply product feedback, while 42% will provide info on products they may buy in the store; 42% on data on past purchases; 37% on demographics; 29% on how they research products they buy, and 25% on details on where, how and why they make purchase -- and 11% will share none of these types of data.

Spain is first among nations in its acceptance of cookies to deliver personalized offers in email, in-app or on websites. 

The U. S. is second, with 35% saying they approve of the practice. However, 42% in the U.S. say it may be acceptable for brands to use cookies, and 16% say it is not.

France is first in non-acceptance, at 19%. And 14% in the UK dislike the practice. But 33% in both countries find it acceptable.



As for privacy overall, gaming and gambling outfits are distrusted by 41% in the U.S., followed by technology providers (37%) and government agencies (35%). 

Despite these issues, email beats banner advertising, social media native apps and organic posts by up to 180%, the study says.

And 77% of U.S. consumers have purchased a product directly because of an email they received.

France is the leader in liking email — 52% prefer it over in-app, direct mail and social media messaging. And France is in a three-way tie for first in purchasing via email. The country ranking is as follows:

UK — 74%

France — 74%

Australia — 74%

U.S. — 73% 

Spain — 61% 

Japan — 55% 

Of U.S. shoppers, 41% look for value then deciding where to spend money. In addition, 24% want products and services that fit their lifestyle, 17% seek responsible handling of their data and 14% desire faster, easier shopping experiences.

Meanwhile, in a separate finding, only 13% of brands say their marketing campaigns are going ahead as planned, but 66% have observed “new ways of working we might use post-outbreak,” the study says.

Econsultancy surveyed 4,921 consumers in six countries.


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