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Only 21% understand website cookies

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By The Drum Team, Editorial

July 28, 2011 | 2 min read

Research has showed that while 90% of UK adults surveyed had heard of cookies, only 21% fully understood how they worked.

This was revealed as part of research carried out by the Direct Marketing Association (DMA) with Toluna QuickSurveys, which asked 1000 people about their views and awareness of cookies and internet security on their mobiles.

54% of those questioned said they knew whether or not cookies were used in the same way on mobile devices (including tablets and iPads) as they were on computers. Of those, 72% agreed with the statement that “Mobile phones and tablets use cookies in the same way as a computer”.

It was revealed that 49.6% of those surveyed saying they knew nothing about the cookie legislation which is due to come into enforcement next year, and only 14% seeing cookies as being absolutely necessary for the internet.

The DMA has said that they plan to publish a white paper on the subject in autumn.

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