Most consumers do not believe that personalisation improves digital experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 22, 2019, 11:11 AM UTC

Factual’s survey of 1002 US smartphone users debunks the idea that personalisation adds value to consumers.

According to the survey, only 39% of consumers agree that personalisation improves their digital experiences. 63% of respondents believe that brands benefit more from consumer data collection, while 46% feel that consumers do.

As per the study, users are most comfortable in sharing personal data with entertainment portals and least comfortable in doing so with social networking websites. Despite the discomfort around sharing personal details with social networking sites, users want to see more personalised content on Facebook.

Consumers are more willing to provide personal information when they trust the organisation and believe their data is secure. The study also highlights data privacy concerns among different generations, with Baby Boomers being the most privacy-sensitive, and Gen Z and Millennials being the least.

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