Consumers increasingly expect brands’ digital advertising
to show they are known and recognized, as long as there is transparency around what the brands are doing with their data. We found that 87% of consumers said it’s important to purchase from a brand or retailer that “understands the real me."
However, consumers don’t want brands to go too far and violate their privacy. They have preferences for how they want brands to interact with them digitally, and those preferences may vary with demographic factors, such as age and gender.
of consumers say they are uncomfortable with data collection via microphone or voice assistant.
of consumers said a brand had gotten “too personal” – and 69% of these consumers would stop doing business with a brand or reconsider their relationship to the brand because of this.
Among consumers who left a retailer/branded website because of poor personalization, 51% think invasive ads are on the rise.
of consumers agree it’s important that every interaction they have with a brand is excellent, whenever or wherever they happen in the decision to purchase from a brand or retailer.