Reject cookies: 8 in 10 consumers prefer to engage with brands that collect data directly

In APAC, Hong Kong has the highest proportion of users who reject all cookies (24%).

Consumers in Hong Kong are averse to third-party data collection.

Based on a Twilio report, 87% of consumers in Hong Kong would be more inclined to engage with brands obtaining data directly from consumers.

Hongkongers are also the most likely to reject cookies amongst consumers in APAC (24%), likely because they do not find personalised ads useful (27%) and feel uncomfortable receiving the advertisement based on their online activity (36%). 

Of those consumers who will accept cookies, more than half (59%) said they are willing to share necessary cookies, whilst 33% will share cookies that help the site remember their preference.

A majority (90%) of consumers underscored that site owners must disclose their use of cookies and provide the option to opt out.

Brands not doing this will risk losing consumer trust.