The Pew Research Center conducted a survey in May 2023 and found that 67% of US adults turn off cookies or website tracking to protect their privacy.
This is the second most common method after changing the privacy settings on social media platforms.
This information is important since cookies are being phased out. According to the report by Insider Intelligence/eMarketer, for 1% of Google Chrome users, the deprecation of third-party cookies began in January 2024, with cookies set to be removed entirely by the end of the year.
As third-party cookies disappear, advertisers must discover new ways to contact people without making them feel violated online, the report noted, adding one such way is to pay users to share data.