As Berteau (2007, para. 2) argues, tracking cookies can pose a threat to privacy as they allow tracking customers’ behavior in a way which is invisible to most users. If cookies use users’ personal information (such as credit card number and home address) then it can be a kind of threat for Internet users and especially for customers. Mason (2006, para. 4) reached similar conclusion on cookies danger. He argues that cookies as a hidden identifier and similar devices can enter the users’ computers without their awareness with the purpose of obtaining their data to supply personal information or trace the activities of the users and it can be a kind of intrusion and a serious threat to their privacy. He also explains the use of this kind of device and cookies should be permitted only for a legal purpose, with the permission and agreement of the users. By considering Mason’s idea about cookies it seems that cookies can easily be used in an illegal way by websites such as misuse of credit card number and home address. In the same regard, It is suggested by Schneider (2002, p. EC 4.05) that cookies are a serious privacy threat because they usually contain precise data such as users’ address, name and credit card number.
So far it has been discussed about cookies’ threats and their probable dangers. However, in spite of these negative points of view about cookies, there are many positive standpoints referring to cookies. As Freedman (2005, p.1) asserts, “Cookies are a misunderstood computer tool”.
Freedman (2005, p.1) argues, during visiting a site, a cookie stores data supplied by user, and the site retrieves it later. Schneider (2002, p. EC 4.05) reached a same upshot on cookies advantages. He explains that cookies include particular information about users so there is no need for users to log in with their username and password for second time because the website can use the previous users’ information via cookies stored on computer. Even it is said by Scott (n.d., para. 4) that “Cookies? I do not think they are great, I think they are fabulous”. In connection with the points previously mentioned, it seems that cookies can also be useful for commercial interactions on the Internet. It is also suggested by Freedman (2005, p. 1) that without the use of cookies it is impossible for websites to distinguish someone who has just arrived from someone who has spent much time on the site.
In spite of the fact that cookies can be advantageous for users, there are many unanswered questions for this research paper and also for internet users. Recent ideas seem reasonable that cookies can also be used in ethical ways for users’ profit but if cookies are not a serious threat for internet users, why are all of cookies interactions implemented without users’ awareness? According to Palmer (2005, p. 277), with these new methods used by marketers, it is easier to control everything from the viewpoint of the business and less easier to control from the viewpoint of consumers. Most browsers are able to completely block the cookies and it is also possible for users to delete cookies every now and then. If cookies are not dangerous, why are browsers equipped with these abilities?
To evaluate, it is beneficial to compare these ideas about cookies but due to the difficulty of reaching a certain conclusion about which idea is reliable. This project aims to examine firstly users’ ideas, their likely dissatisfaction and how much familiarity they have about cookies. Secondly obtain more data about the marketers’ reason for using cookies by doing a survey on them.
Methodology
To examine the effect of cookies on peoples’ Internet experience and also level of their awareness about it and its likely privacy threats, 100 questionnaires comprised of many comprehensive questions about cookies were sent via email. Most of the participants were typical Internet users plus few expert Internet users who have good information about privacy in Internet. Although 78 questionnaires were sent, only 12 Internet users (15.3%) replied to questions.
Secondly, another email questionnaire were sent to 18 Internet marketers with the aim of getting more information about their purpose of using cookies but just 5 questionnaires (25%) were replied back by them. These surveys were conducted between 15 to 25th July 2007. It is also necessary to mention that all of respondents are male. Four of them are between 20 to 40 years old and eight of them are between 40 to 60 years old.
The people, whom the questionnaires were sent to, were not randomly selected. It was tried to choose respondents from all over the world (United State of America, Australia, Iran, China, Turkey, Canada) to find extensive data from various peoples’ outlook. The main purpose is to put two different points of view about cookies because most marketers seriously support cookies but most Internet users have many concerns about cookies. In terms of analyzing the data, this research use tables to exhibit the statistics and also discuss over comparative information.
Results and Discussion
Table 1 provides the number of important various aspects about Internet cookies. First (refer to the first row of table 1) it demonstrates measure of online shopping popularity among some Internet users. According to the result, all of the interviewees except one of them have online shopping experience (91%), which means these days most Internet users have been rapidly trended toward online shopping. This result is similar to those of Gilbert (cited in Palmer 2005, paras 2-3), who says Internet sales and online shopping has grown quickly in recent years.
Table 1. Internet users’ information about Internet cookies and their experience.
Secondly (refer to the second row of table 1), this table demonstrates Internet users’ familiarity with cookies. As stated by results, 75% of 12 users are familiar with Internet cookies which it is a good result about Internet users’ awareness about cookies. This result may also exhibit their consciousness about privacy in Internet. Consequently, at the first glance, it might appear that most of Internet users are careful about cookies threat and also have a negative outlook about cookies but according the third results of table 1 (third row), almost 40% of respondents have neutral or even positive point of view about cookies. User 5 (pers. Comm. June 20, 2007) says “I think the threat the threat to your privacy is overrated. I do not think they are dangerous unless you are buying from a dangerous website and if you want to buy anything from that sort of website then serves you right if you get in trouble”. This idea is similar to that of Lin and Loui (1998, p. 47), who state cookies can be used in both moral and immoral ways.
User 12 has a positive idea about cookies and their likely threats, as he (pers. Comm. June 19, 2007) says, “I look at cookies as a necessary feature to make using the internet more pleasant. Cookies provide the only client side persistent data (users’ personal data between sessions) mechanism for web applications. Through this, the web application developers can provide a better user experience”.
As mentioned before, the point why some users think positively about cookies is that they are sometime apparently beneficial. They believe cookies are only a helpful website method for users’ comfort. User 8 (pers. Comm. 19 June, 2007) and Schneider (2002, p. EC 4.05), reach similar conclusion about cookies as user 12, they state website can use the previous users’ information therefore there is no need for users to log in with their username and password for second time.
According to previous data in literature review, most of Internet users have negative points of view about cookies but regarding new survey results there are also lots of positive outlooks about cookies. The results (refer to the fourth row of table 1) show that 3 Internet users even agree with their information to be used via websites and cookies. User 12 finds cookies harmless and totally helpful. According to user 12 (pers. Comm. June 19, 2007), “I am okay with sharing the information is (sic) gathered through cookies with the web site”. As user 5 argues (pers. Comm. June 20, 2007), “people collect your information in all sorts of ways, not just online. Almost anything you sign up for, if you put your name, address etc they make a list of all the information and sell it to direct marketing. What’s the difference?” These ideas are similar to those of Freedman (2005) and Scott (n.d.), who states that cookies are a misunderstood computer tools and also they fairly help users in many ways.
However, it might appear that these Internet users are fairly carefree about cookies and its threats. Question 9 of the questionnaire asks; have you ever thought about not allowing your personal information to be used or not? Respondents’ answers to this question are interesting. According to user 12 (pers. Comm. June 19, 2007), “I am pretty sensitive about sharing my credit card number. The reason is pretty obvious. However, I share this information as long as I know that my card number is not kept persistently in any database”. These results are similar to those of Schneider (2002, p. EC 4.05) who says that in case of personal information, cookies can be a serious privacy threat because they usually contain customers’ data such as credit card number or home address. Regarding getting users’ data without permission, user 5 says: “No, there’s no point. I signed up to the Do Not Call Register for telemarketers but cookies are not as intrusive because it only takes half a second to delete it (sic).” Therefore, in spite of their positive idea about cookies, they also have many concerns about the ways that cookies use their personal information. For example user 12 is not interest in sharing his credit card number with websites and user 5 think cookies are not dangerous because he can easily delete them. If Internet cookies are not privacy threat, so why user 5 likes to delete them?
Despite the likely threats of Internet cookies there are some easy ways to assure the Internet users’ privacy. As it is mentioned in last paragraph, any user can easily block or delete cookies via some simple adjustment on their browsers. But does every user know how to perform these methods?
Table 2 provides the percentage of users’ awareness about Internet cookies blocking. According to the results 75% of respondents do not know how they can adjust their browser to completely block the Internet cookies.
Table 2. Internet users’ awareness of cookies blocking.
By considering the likely Internet cookies’ threat to users’ privacy, there should be a clear declaration on websites about how to block or delete cookies. Every website should briefly instruct Internet users how to improve their privacy level. Otherwise, marketers can easily control everything about users and their information. Palmer (2005) reports similar upshot. He argues with these new methods of internet marketing, it is easier to control everything by business marketers and less easier to control from the viewpoint of consumers.
However, it seems likely that cookies are beneficial in many aspects, but according to the results of table 1 (third row), there are also 4 negative outlooks about cookies. According to user 2 (pers. comm. June 17 2007), “Internet cookies are a huge threat to privacy and are used by companies to track many things so that they can then on-sell that information.” This result is similar to that of Berteau (2007, para. 2), who argues Internet cookies can pose a threat to privacy as they use Internet users’ information in a way which is invisible to most users.
Regarding cookies are advantageous or not, User 11 (pers. comm. June 23 2007) says, “cookies have no advantage, as all information about a user on a particular site can be stored in a session and all persistent information can be stored in a database.” his ideas about cookies is similar to that of Mason (2006, para. 4), who says that cookies as a hidden identifier and similar devices can enter the users’ computers without their awareness with the purpose of obtaining their data to supply personal information or trace the activities of the users and it can be a kind of intrusion and a serious threat to their privacy.
According to result of table 3, Internet users with more positive outlook about Internet cookies were between 40 to 60 years old and most of pessimistic Internet users were between 20 to 39 years old. The reason why older Internet users find cookies not a serious threat might be that they are more experienced in online shopping context. On the other hand, another reason might be younger users’ more updated information about privacy threat and cookies danger.
Table 3. Age relationship with viewpoint.
As it has been already presented in literature review, many Internet marketers use cookies to track their customers and also use their information to improve their business. But it might seem that many marketers may sell users’ information to the other websites without permission. According to the results of table 4, all of the respondents (marketers) use Internet cookies.
Table 4. Marketers’ security performance.
Despite the result of the third row of table 4 which show none of the Internet marketers sell users’ personal information to the other websites, many users are worried about their personal information to be sold by marketers. There is not clear evidence to ensure Internet users about the way which marketers use users’ personal data. User 10 says “It is my personal information and I don't want other people misuse or sell it to make money.” User 2 has also same concern about his personal information. He argues that marketers can track many things then they on-sell that information. These results are similar to that of Palmer (2005, p. 277), who argues about low level of users’ control about their information.
According to the second row of table 4, policy of assurance about cookies and other threat does not use by all of the online shopping websites. It is a huge concern for users about their privacy on websites. This idea is similar to that of Swartz (cited in Palmer 2005, paras 2-3), who argues recent attempts to perform legislation about cookies performance, show internet users’ concerns about their privacy.
Conclusion
This research paper aims to enquire into Internet users’ points of view about Internet cookies, their privacy in Internet and using their personal information by marketers. The present research also examines how marketers use Internet users’ information and if they use any firm and clear privacy legislation or not. According to the results, it appears that there are a various viewpoints about cookies among Internet users. Some of users have negative view, some of them are neutral and also some people even think cookies are useful method of commerce. Furthermore, it seems that in spite of the fact that all of marketers use Internet cookies; most of them do not use any transparent legislation or assurance about cookies.
Even though this research paper comprehensively examines various Internet users’ view and their likely concern, it does not reach a satisfactory conclusion about whether Internet cookies are serious threat or not. In addition, due to lack of time for investigation, email questionnaire were not sent to Internet security authorities. Consequently, this research does not investigate ideas about cookies and its likely threats from Internet security authorities’ viewpoint. It might be helpful for users to consider some certified and reliable organizations’ opinion about Internet cookies.
If more questionnaires had been replied by respondents, it would have been easier to reach a more comprehensive conclusion about Internet cookies. There were some obstacles such as lack of time and limited number of respondents which caused my research not to be as accurate as it could be.
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Y=yes, N=no, Neg=negative, Pos=positive, Neu=neutral, Disag=disagree
