EU Cookie Directive compliance research undertaken in October 2012 by Truste.com

1. TRUSTe PRIVACY INDEX
EU COOKIE COMPLIANCE, TRACKING AND CONSUMER AWARENESS EDITION
COOKIES – COMPANY USE AND CONSUMER AWARENESS
Top 50 Websites1
Total 3rd Party Cookies Found Across Homepages
3rd Party Cookie Averages
France: 9 per homepage
434 406
Germany: 6 per homepage
319 237 Great Britain: 8 per homepage
Netherlands: 5 per homepage
France Germany Great Britain Netherlands
Cookie Persistency1 Cookie Origin1
Session-based 3rd party
22%
47% 53%
78% Persistent 1st party
Consumer Awareness2
Aware of what internet browser cookies are
78% 81% 86%
59%
France Germany Great Britain Netherlands
CONSUMER PRIVACY CONCERNS AND IMPACT
Consumer Concern2 Engagement Impact2
Concerned about their online privacy Have stopped visiting a website because of privacy concerns
71% 36% 33% 27%
62% 69% 48% 18%
France Germany Great Britain Netherlands France Germany Great Britain Netherlands

2. CONSUMER PRIVACY EXPECTATIONS AND COMPANY PRACTICES
Cookie Compliance Expectations2 Engagement Impact2
Expect companies to comply with the EU Cookie Directive Plan to only visit websites of companies who comply
82% 76%
53% 62% 44% 49% 33% 37%
France Germany Great Britain Netherlands France Germany Great Britain Netherlands
Company Compliance Actions3
Websites with robust compliance solutions
for the EU Cookie Directive The average privacy policy length
across top English, French, Dutch, and
32% German sites is 2,323 words.
12% This means the average privacy policy
0% 0% takes 10 minutes to read!
France Germany Great Britain Netherlands
PRIVACY SOLUTIONS
Trustmark Impact2 Trustmark Awareness4
Would trust a website more if it has a certification or seal TRUSTe has the #1 trust seal
50%
31% 23%
62% 57% 57% 49% 18%
France Germany Great Britain Netherlands
Impact of EDAA Program on Consumer Attitudes Towards Advertisers4
AdChoices Ad Choices
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3% 42%
7% 48% 32% 10%
Impact on Feelings
Towards the Advertiser
Much Less Positive Somewhat Less Positive No Impact Somewhat More Positive Much More Positive
Research Sources:
1 - TRUSTe Website Tracker Analysis, Top 50 Sites, October 2012 – DE, FR, GB, NL
2 - Ipsos MORI Survey, 4,000 Adults, October 2012 – DE, FR, GB, NL
3 - TRUSTe EU Cookie Directive Compliance Analysis, Top 50 Sites, October 2012 - DE, FR, GB, NL
4 - Harris Interactive Survey, 1027 Adults, June 2012 – United Kingdom
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