16.7% of online retailers reject third-party cookies

The proportion of Web site visitors rejecting third-party cookies increased threefold, from around 4% in January 2004 to 12% by December 2004, according to WebTrends. Third-party rejections occurred most frequently in the retail category, in which 16.7% of visitors now decline third-party cookies. Other categories with high rejection rates include telecoms (15.4%), health care (14.7%), manufacturing (13.3%), transportation (13%), and media (12%).