Jupiter: Wealthy, Web-Experienced Users Delete Cookies Most

Those who have more experience with the web and are wealthier are the most likely to delete cookies, according to a Jupiter Research report, "Profile of the Cookie Deleter," a follow-up of the cookie study from earlier this year that spread conflicting shockwaves through the world of online advertising with the claim that 40 percent of web users monthly delete cookies. Citing the new report, MediaPost reports that 60 percent of consumers online for more than five years report deleting cookies, compared with 34 percent only online for less than one year. Those from households with annual incomes over $60,000 were also more likely to delete cookies than those less affluent.

Among cookie deleters, a high percentage said they do so manually: 56 percent of male respondents and 47 percent of female respondents. And 30 percent of men, along with 24 percent of women, say they use cookie-deleting applications. Furthermore, 31 percent of men and 20 percent of women say they actively block new cookies.

Cookie deletion, usually prompted by privacy and security concerns, may not be as much a concern for younger users of the web. Only 33 percent of respondents between the ages 18 and 24 say they pay attention to stories and articles about internet privacy and security, compared with 62 percent who are age 45 and older.