Who opts out? Understanding cookie consent preferences
How many users refuse cookies, and why does it matter?
In today’s digital landscape, privacy concerns are at an all-time high and the subject of online tracking cookies is one of intense debate. With growing concerns about personal data protection and stricter regulations, users are becoming more selective about what they share online. But how many people actually refuse cookies? And more importantly, who are they?
To answer these questions, we collaborated with research agency Motivaction to investigate user interactions with consent management platforms and tracking cookies. After surveying 1,035 respondents aged 18-75, our research revealed critical insights into privacy awareness, cookie consent preferences and the impact of ‘refuse all’ buttons on user behaviour.
Let’s take a closer look at our key findings, what they mean for advertisers and publishers and how they can remain competitive without compromising user privacy.
Privacy awareness has increased in recent years
In recent years, privacy awareness has grown among users with 75% of respondents acknowledging increased concerns within the last five years. More than half feel uncertain about their privacy future, calling it ‘bleak and uncertain’ – while only 43% feel that companies take privacy seriously. As a result, users are also taking greater measures to protect themselves online.
When there is not a clear reject-all button present, already 27% of users adjust settings to refuse cookies and tracking.
The rise of the ‘Refuse All’ button and its impact
EU regulations now require a ‘refuse all’ button to be shown in the first layer of cookie prompts, which would make rejection as easy as acceptance. Many companies faced fines last year for noncompliance, prompting more publishers to comply with this law.
Our findings revealed that the presence of a ‘refuse all’ button not only increases opt-out rates, but also fosters greater trust between users and organisations. The respondents expressed greater trust in websites that offer an easy refusal option. Among those who consistently reject cookies, 45% hold a favourable view of websites that simplify the opt-out process.
Who is most likely to opt out?
Certain demographics are more likely to reject cookies – and these groups are highly valuable to advertisers:
- Highly educated users refuse cookies at a rate of 41%, compared to the general average of 33%.
- Users with above-average incomes opt out at a rate of 35%.
- People interested in politics, economics, sustainability, and healthy living are more likely to reject tracking.
Even when a ‘refuse all’ button is unavailable, these users are much more proactive in adjusting settings to limit tracking. Which is a clear signal that traditional tracking methods are losing effectiveness.
What this means for advertisers and publishers
Imagine launching a campaign and realizing that nearly half of your potential audience is invisible to your ads. They’ve opted out, rejected tracking, and disappeared from your data. Now what?
For years, advertisers have relied on third-party cookies to target the right audiences. But as privacy regulations tighten and consumers become more aware of their data, traditional tracking is rapidly losing its effectiveness. The numbers speak for themselves: with 25-40% of users refusing cookies, brands and publishers can no longer afford to ignore this shift.
But here’s the good news: this is not the end of effective advertising. It’s a wake-up call.
Forward-thinking advertisers are already adapting, moving away from outdated tracking methods and investing in privacy-friendly solutions that don’t rely on consented data.
The future of digital marketing is changing. Are you ready to adapt?
Download the whitepaper now and discover how to turn privacy challenges into advertising opportunities.