Consumers’ perception on the advantages and disadvantages of cookies and browsing history

The new internet technologies have changed radically the communication between consumers and companies and they had an important role in changing the way consumer data is gathered. In comparison to the traditional way in which several surveys and experiments have been done, nowadays the consumer data is stored with the help of different technologies. Nowadays the consumer is online most of the time and his/her entire activity is monitored by the intelligent systems and applications installed on his mobile device. This storage of consumer data gives companies the possibility to personalize the interaction to the consumer, but in the same time it gives an insight in the private life of the consumer. In our research we investigate the attitude and awareness of consumers towards the advantages and disadvantages of the storage of cookies and browsing history. The results show that there is an average perception on the advantages and a higher awareness on the disadvantages.