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July 8, 2020 12:02 am

Only 9% of Visitors Give GDPR Consent To Be Tracked

Marko Saric, a digital marketing consultant and blogger, conducted his own experiment to find out how many visitors would engage with a GDPR banner and grant GDPR consent to their information being collected and shared. For his study, Saric used Metomic for his GDPR consent banner and tested it on two different websites during June. "Site 1 was a site about a tech topic with the majority of visitors coming from Google organic search (60%) and browsing from laptop or desktop devices (60%)," writes Saric. "Site 2 was on a lifestyle topic with the majority of visitors coming from organic social media (70%) and browsing with mobile devices (70%)." Here's what he found: I assumed that having a GDPR compliant consent banner carries a very high risk of visitor refusal as most people don't care enough to engage with your banner and those who do mostly do it to get rid of it. And if you give them an easy way to ignore your banner or to say no to be tracked, most of them will simply do that. With almost 19,000 unique visitors between those two websites, 48% engaged with the banner. 19% of those who engaged with the banner gave their consent which means that 9% of total visitors gave their consent to be tracked. A higher percentage of visitors engaged with the banner on a mobile device (59% versus 40%) with a lower percentage of them giving consent (16% versus 22%). An obvious explanation is that the banner is more prominent and takes a larger percentage of a mobile screen than a desktop screen so the visitor interacts with the banner to remove it from their mobile screen.

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