A study by YouGov, a leading international Internet-based market research company, showed that about half of adults (48%) around the world always accepts cookies from websites. The data reveals that Poland is the country with the highest acceptance rate, at over 60%.

In the group of countries analyzed, Spain comes right after, followed by the UK, Sweden and Mexico. Nevertheless, it is not always the case that users fail to read the suggested options. But this is a possible scenario: instead of checking every single item, some Internet users tend to simply accept it - just like with the terms of use of software and applications.

Conversely, the United States of America comes out as the country where the fewest people always accept cookies (around 30%). This trend includes China, Denmark, Hong Kong, and Germany at the bottom of the ranking.

But what exactly are cookies and why do we always get asked about them? What do you accept when you say "yes" to cookies?

Digital Spies

Contrary to what some people think, cookies are not spam (the practice of using electronic means to send unsolicited messages) or viruses. They are small files sent by websites and stored in the browser, where they record data about users.

Among other things, cookies track and record audience behavior so that user activity on the site can be measured and analyzed. These "spy programs" collect key information about each user for various purposes.

Remember that cookies will tend to disappear, with Google - one of the major players in the online world - having confirmed plans for their end. Brands will have to find alternatives to continue offering personalized content, since they will no longer be able to "follow" consumers as they browse the internet.