53% people in India believe companies should do more to protect their online privacy rights

Delhi: KIT Global unveiled its latest white paper, delving deep into the implications of a cookieless world, with a particular focus on India. 

Online tracking and digital advertising have become integral components of the online experience, shaping how content is delivered and consumed. However, concerns over privacy and data protection loom large in this landscape.

Global Usage of Cookies and Online Tracking Technologies:

KIT Global's research reveals that, on average, a website deploys 17.9 cookies per page load, providing advertisers with a wealth of user data. In India, the concern of data misuse is more pronounced, with 53% of respondents advocating for stronger privacy protection measures online. Globally, 41% of respondents express apprehensions about the misuse of personal data by online platforms and advertisers. 

Digital Landscape and Consumer Behavior in India:

India's digital landscape is undergoing a seismic shift, driven by factors such as increasing internet penetration, smartphone adoption, and e-commerce growth. As of February 2024, India boasts 911.77 million internet users, with smartphone penetration reaching 83% of the population. The e-commerce market, valued at 99 billion USD in 2024, reflects a burgeoning consumer base with evolving preferences and habits.

Regulatory Frameworks and Challenges for Businesses Operating in India:

In response to growing concerns over data privacy, India is poised to introduce robust regulatory frameworks, including the proposed Data Protection Authority (DPA). However, businesses may encounter challenges in adapting to these changes, particularly in accessing third-party data and understanding alternative tracking methods.

Impact of Cookieless Initiatives on Digital Marketing Practices:

The impending shift towards a cookieless world poses significant challenges for digital marketers. With limitations on tracking and targeting users, advertisers face the daunting task of reimagining their strategies. Nevertheless, this transition also presents an opportunity for businesses to embrace more privacy-conscious approaches to digital marketing, fostering trust and loyalty among consumers.

Solutions for Businesses Operating in India Amidst the Shift to a Cookieless World:

In navigating the complexities of a cookieless world, businesses can leverage first-party data, embrace contextual advertising, and adopt localised marketing strategies. By prioritising transparency and consumer trust, businesses can forge stronger connections with their audiences while respecting their privacy rights.

Rahul Khurana, Country Manager of KIT Global India, said, "Our research offers a panoramic view of India's digital transformation, empowering businesses to navigate the cookieless landscape with precision and foresight. By harnessing the power of data-driven insights, companies can chart a course towards sustainable growth in India's dynamic marketplace."