How unique is unique?

This The Web’s ‘Unique’ Problem article gives you food for thought about how unique your unique visitors really are. The study, the article is based on, shows that 45% of all surfers clean their cookies at least once a month and that the average is even once a week!!? I don’t know when my last cookie cleanup was, but certainly not this month. (I think when I last formatted :S)

This cleaning behavior can be explained by the high usage of spyware and other malware cleaners.

This makes me wonder about two things:

  1. Is it really necessary to clean those cookies? How much info is really stored in them?
  2. Can we still base our developping on those “now not so unique” numbers?

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