63% of those surveyed by Ponemone Institute said that Internet marketers should “always” understand their interests prior to sending them advertising; while 55% stated that online ads of interest to them “improves” or “greatly improves” their overall online experience. When asked how often they delete cookies form their hard drives, only 8% answered “very frequently” compared to 18% in a 2004 survey; while 24% indicated they “never” delete cookies – more than double the 11% from the previous survey.63% of respondents stated that they’re likely to click on an Internet ad that reflects their interests and preferences regardless of whether it utilizes cookies. 86% of respondents said they would prefer to accept relevant advertising rather than pay for content – an increase of 7% from the 2004 study.