EU Cookie Directive Compliance By Truste October 2012
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EU Cookie Directive compliance research undertaken in October 2012 by Truste.com
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EU Cookie Directive Compliance By Truste October 2012
- 1. TRUSTe PRIVACY INDEX EU COOKIE COMPLIANCE, TRACKING AND CONSUMER AWARENESS EDITION COOKIES – COMPANY USE AND CONSUMER AWARENESS Top 50 Websites1 Total 3rd Party Cookies Found Across Homepages 3rd Party Cookie Averages France: 9 per homepage 434 406 Germany: 6 per homepage 319 237 Great Britain: 8 per homepage Netherlands: 5 per homepage France Germany Great Britain Netherlands Cookie Persistency1 Cookie Origin1 Session-based 3rd party 22% 47% 53% 78% Persistent 1st party Consumer Awareness2 Aware of what internet browser cookies are 78% 81% 86% 59% France Germany Great Britain Netherlands CONSUMER PRIVACY CONCERNS AND IMPACT Consumer Concern2 Engagement Impact2 Concerned about their online privacy Have stopped visiting a website because of privacy concerns 71% 36% 33% 27% 62% 69% 48% 18% France Germany Great Britain Netherlands France Germany Great Britain Netherlands
- 2. CONSUMER PRIVACY EXPECTATIONS AND COMPANY PRACTICES Cookie Compliance Expectations2 Engagement Impact2 Expect companies to comply with the EU Cookie Directive Plan to only visit websites of companies who comply 82% 76% 53% 62% 44% 49% 33% 37% France Germany Great Britain Netherlands France Germany Great Britain Netherlands Company Compliance Actions3 Websites with robust compliance solutions for the EU Cookie Directive The average privacy policy length across top English, French, Dutch, and 32% German sites is 2,323 words. 12% This means the average privacy policy 0% 0% takes 10 minutes to read! France Germany Great Britain Netherlands PRIVACY SOLUTIONS Trustmark Impact2 Trustmark Awareness4 Would trust a website more if it has a certification or seal TRUSTe has the #1 trust seal 50% 31% 23% 62% 57% 57% 49% 18% France Germany Great Britain Netherlands Impact of EDAA Program on Consumer Attitudes Towards Advertisers4 AdChoices Ad Choices Close ABC Bank ABC Bank cares about your privacy. An Ad Network delivered this personalized ad for ABC Bank based on your interests. Set Your Ad Preferences » ABC Bank We’re here for you ABC Bank We’re here for you 3% 42% 7% 48% 32% 10% Impact on Feelings Towards the Advertiser Much Less Positive Somewhat Less Positive No Impact Somewhat More Positive Much More Positive Research Sources: 1 - TRUSTe Website Tracker Analysis, Top 50 Sites, October 2012 – DE, FR, GB, NL 2 - Ipsos MORI Survey, 4,000 Adults, October 2012 – DE, FR, GB, NL 3 - TRUSTe EU Cookie Directive Compliance Analysis, Top 50 Sites, October 2012 - DE, FR, GB, NL 4 - Harris Interactive Survey, 1027 Adults, June 2012 – United Kingdom EU: +44 (0) 203 626 0109 www.truste.eu | US: 888.878.7830 www.truste.com © TRUSTe, Inc. 2012 All Rights Reserved.