Carter research: US shoppers becoming more informed and intentional about their online privacy choices

The 2024 Digital Consumer Insights Survey issued by Carter in partnership with Ipsos, looked at how consumers interact with online platforms, and their perceptions of data privacy, and found that 53% of online shoppers say they are familiar with what they are agreeing to when they accept cookies. 

A total of 1,000 Americans were surveyed for this.

Highlights:

• 66% of online shoppers typically accept cookies, with those ages 18-34 being most likely to accept them (79%)

• 24% of respondents are influenced by personalised advertisements when shopping online, including 34% of those online shoppers being ages 18-34, and 33% being weekly online shoppers

• Primary reasons for accepting cookies include: access to full online features (53%), enhanced user experience (43%), remembering login information (34%), and personalised content (27%)

• 58% of respondents are familiar with what data is being collected by companies online through cookies, with weekly online shoppers being more knowledgeable at 66%. However, only 15% of people are very familiar with the data companies are collecting

“We are reassured by these survey results, which highlight both a growing awareness among consumers and the importance of transparent cookie policies,” says Shobhit Khandelwal, Founder and CEO at Carter.

“We are committed to providing technology that not only enhances business performance but also respects and safeguards user data. Our platform is designed to support retailers in leveraging this heightened consumer awareness and education, while ensuring the highest level of data security.”

2024 RTIH INNOVATION AWARDS

Online retail is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.