The Latest Personalization Trends and Statistics for 2024

Statistics on personalization are the best way to understand what consumers think and how it impacts businesses.

This post contains the most recent statistics and trends on personalization.

Using real consumer and business data, our sources have published reports detailing the implementation of personalization and personalization tools.

Personalization is important to 90% of marketers, according to research.

This statistic is from an annual survey of North American businesses that earn at least $25 million in revenue.

The respondents were marketing and measurement executives from these companies.

89% of companies invest in personalization

A majority of companies are interested in personalized marketing.

Even large companies such as Coca-Cola and Netflix are investing more in understanding personalization and implementing it into their digital strategies.

76% of consumers are frustrated when businesses do not provide personalized experiences

McKinsey’s Next in Personalization 2021 report revealed a lot about the role that personalization plays in business and marketing.

The respondents were asked, “How much do you agree or disagree?” with the following statements regarding personalized communications, products/services, and brands.

76% of respondents agreed with the statement: “It’s frustrating when a business/brand shows me or recommends things that aren’t relevant to me.”

71% of consumers also expect personalized service.

69% of consumers are interested in the convenience that personalization offers, but only when it is based on data they have shared.

Twilio Segment, a leading platform for customer data, is the most popular.

The report, titled State of Personalization 2021, is an update to the 2017 version.

Privacy and security were rated as more important by consumers than personalization.

69% of consumers want personalized content only if they have shared their data with the business directly.

Only 48% of respondents want personalized content if the data is protected.

Also, 7 of 10 consumers say they are fine with personalization – but only when it involves their data.

The consumers don’t want their data to be purchased by businesses.

83% of consumers will share their data with brands in order to receive personalized experiences

Accenture surveyed 8,00 consumers around the globe to gather key information on consumer attitudes towards personalization.

Privacy and personalization are important to 69% of consumers, according to our previous survey.

Accenture’s study revealed, fortunately for marketers, that 83% of consumers were willing to share their data to create a more personalized experience.

Only 27% reported that brand experiences felt too private or intrusive.

Accenture focused on this statistic and found that 64% discovered personal data they hadn’t shared with brands.

One example is receiving product recommendations based on purchases made at other retailers.

Businesses need to be cautious about the way they handle customer data when they implement personalization in their marketing strategies.

76% of companies use real-time behavior data to personalize their services

Yieldify asked respondents in its Personalization After CoVID-19 Report to describe how they personalize websites.

76% of respondents said they use real-time behavior data. For example, targeting customers who spend more time on the shopping cart page than necessary to complete their purchase.

63% of companies use data on individual users obtained from customer data platforms.

62 % of companies use cookies to distinguish between new and returning users.

85% of consumers don’t think that personalization is a major aspect of branding

In the State of Personalization Report, Segment asked its consumers what they felt was most important to them when choosing a brand.

Only 10% of consumers rated personalization as being the most important factor.

55% of respondents believe that brand transparency and trustworthiness are important.

16% of respondents chose brands with a social and environmental conscience, while 14% selected brands with a smooth digital experience.

38% of companies struggle with personalization

Segment’s State of Personalization Report asked businesses to select from a list of challenges that affected their business the most.

It compiled several statistics on personalization and how companies are implementing it.

43% of respondents reported difficulty in obtaining accurate data on customers for personalization.

41% of respondents struggle to find a balance between personalization and privacy.

28% of respondents have difficulty determining the ROI for personalized actions.

80% of companies believe that privacy rules will positively impact personalization

Yieldify’s Personalization After COVID-19 Report asked businesses to assess the impact privacy regulations will have on personalization programs over the next five-year period.

33% of respondents think they will have a positive effect, while 47% say they’ll only have a slightly positive influence.

Only 8% believe that privacy rules would have a negative effect on personalization.

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