Microsoft IE10 Do Not Track default puts off 1 in 3 Brits

In June this year, Microsoft announced that its Internet Explorer 10 browser would include Do Not Track and that it would be set to opt-out as the default. With an estimated 25%-30% of the global browser market on release, there is the potential that up to a third of online advertising revenue globally could be lost within weeks.

Recent research by Mediasyndictor and YouGov revealed that a whopping 87% of Brits find online tracking useful. These Internet users find that a browser's ability to retain certain information, such as passwords and auto-fill details, enhances their online experience.

Furthermore, Mediasyndicator's 2012 Digital Tracking Research, which surveyed 1,987 UK adults, found a confusing array of attitudes towards the topic of privacy.

A large number of Brits say they have opted out of cookies due to privacy concerns, and just 1% found retargeted ads relevant, yet a third intend to stop using Microsoft's Internet Explorer 10 if Do Not Track is set as the default.

"With high-profile incidents of data mismanagement reaching the headlines daily, legitimate concerns exist around how consumers' personal information is used and stored, and by whom," says Mediasyndicator CEO, Spyro Korsanos. "While Microsoft's introduction of Do Not Track is being implemented as a step to allay these fears, it is evident that this initiative risks doing more to hinder consumers' online experiences, than help them."

Tags: cookies, Do Not Track, online advertising, online privacy, retargeted ads