You’re Being Tracked: Study Analyses Factors that Influence Users’ Consent to Web Tracking

08.01.2025

Master’s Thesis by Roya Nahandi Focuses on Internet Users Based in Germany

In a world where people’s online activities are constantly tracked, which factors influence consumer attitudes regarding consent to web tracking technologies?

This is the question Wittenborg graduate Roya Nahandi sought to answer in her master’s thesis, leveraging her previous experiences in the fields of Computer Science and Marketing. Originally from Iran, Roya recently completed an MBM (Master in Business Management) degree in Digital Marketing & Communication at Wittenborg’s Munich location, the New European College (NEC).

According to her, although there are many previous studies about older technologies such as cookies, web tracking practices have changed significantly since 2018, when the General Data Protection Regulation (GDPR) was implemented in the European Union. Newer technologies, such as Google’s Federated Learning of Cohorts (FLoC), will not reveal a user’s individual data to advertisers. Instead, users are categorised into cohorts based on their online activity and companies have access to generalised information. Advertisements are then targeted to these broader cohorts rather than individuals.

“These technologies could also result in good experiences, such as autofill forms that save you time. Besides, the targeted ads might match the users’ interests; but of course, some people will be concerned about their privacy,” she says.

The graduate underlines that there are many types of newer web tracking technologies, which differ in the mechanisms they use, the data they collect and the duration for which user information is stored. “But regardless of the method, all websites are required by the GDPR to enable EU residents to provide or decline consent for personal data processing. So, my main goal was to understand the factors which influence people’s attitudes toward consent.”

To gather information for her study, Roya created and administered an online survey to 385 people living in Germany. She developed her questionnaire based on previous literature and on three theoretical frameworks: the theory of planned behaviour, the technology acceptance model and the protection motivation theory.

The questions were grouped under multiple variables, including people’s knowledge about web tracking technologies, how they recognise and cope with threats, the perceived ease of use of web tracking technologies and their perceived usefulness. The study also addressed subjective norms, which refer to an individual’s perception of whether people important to them think they should engage in a particular behaviour – in this case, giving consent to web tracking.

Among other findings, the research shows that the general knowledge of German internet users about web tracking technologies plays a pivotal role in their consent to being tracked. Results reveal that roughly 50% of internet users have knowledge about these tools. However, even if people are informed about web tracking technologies, other factors might influence their confidence in giving consent to track their activities. For example, barriers such as the complexity and ever-changing nature of web tracking technologies might lead to the belief that one cannot overcome these barriers to maintain control over personal data.

“The research suggests that when a person finds it easy to give consent to web tracking technologies, they have more positive attitudes toward them and might be more willing to engage in the action of giving consent. Many web tracking banners that pop up on the websites have confusing options, which can result in negative attitudes since the user does not perceive it as easy technology to be used,” Roya points out.

Moreover, if a person feels they have control over what data is being collected, this will positively affect their attitude toward giving consent to web tracking technologies. Finally, the study highlights that the social environment could significantly influence the intention to give consent. For example, regardless of the attitude users have toward web tracking technologies, their intention to give consent might be influenced by other people who are part of a reference group to them.

Roya comments that to provide a better experience, companies and government institutions could offer clear information about how they use this data and the benefits it offers to users. She adds that organisations should also make it clear to consumers that data will be collected only with their consent, which can be withdrawn at any time. “It is also important that the governments inform people on what the GDPR is and how it is being applied.”

Now that she has graduated, Roya plans to stay in Germany and look for jobs that connect technology and marketing, so that she can apply her knowledge in practice. “On top of that, I am going to finish the PhD I am pursuing at the University of Tehran, which is also related to these topics. As for the future, I am open to both following an academic career and working in the industry.”