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| Wednesday, March 23, 2005 | |
Study Showing Consumers Purge PCs Of Cookies Casts Doubt On Analytics, Targeting
by Gavin O'Malley
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.
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