More than 89 per cent of consumers feel that new EU cookie directive is a positive step, according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG. However, of the 2,000 online consumers surveyed, 75 per cent had not heard of the new EU cookie directive. Of those that had, only 16 per cent were truly aware of what changes would come into effect on 26 May, when the Directive  comes into force.

When made aware of what the new directive entails, however, 89 per cent of those surveyed felt that it was a positive step for consumers, and 79 per cent agreed that the changes were necessary, as public knowledge about cookies is limited. 33 per cent of those surveyed believe that cookies could be used for viruses and Trojans, while 8 per cent claimed to never have heard of cookies before, whilst an additional 9 per cent did not know that they could disable their cookies. However, almost a quarter (23 per cent) are happy for websites to use cookies to improve their browsing experience.