Key Insights
Essential data points from our research
91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
80% of frequent shoppers only shop with brands that personalize the experience
72% of consumers say they only engage with marketing messages that are customized to their specific interests
Companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts
Marketers see an average increase of 20% in sales when using personalized experiences
Personalization can reduce customer acquisition costs by as much as 50%
Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
Personalized emails deliver 6x higher transaction rates
Emails with personalized subject lines generate 50% higher open rates
86% of consumers are concerned about data privacy
40% of consumers view targeted ads as "creepy"
79% of consumers are concerned about how companies use the data they collect
Social media advertising revenues reached $41.5 billion in 2020 due to advanced targeting capabilities
52% of brand discovery happens in public social feeds
28% of time spent online is on social media platforms, making them prime targets for ads
Consumer Preferences
- 191% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
- 280% of frequent shoppers only shop with brands that personalize the experience
- 372% of consumers say they only engage with marketing messages that are customized to their specific interests
- 471% of consumers express frustration when their shopping experience is impersonal
- 590% of U.S. consumers find marketing personalization generally appealing
- 663% of consumers will stop buying from brands that use poor personalization tactics
- 774% of customers feel frustrated when website content is not personalized
- 866% of consumers say encountering content that isn’t personalized would stop them from making a purchase
- 936% of consumers say retailers need to do more to offer more personalized experiences
- 1048% of consumers have left a website without purchasing because the experience felt poorly curated
- 1161% of people expect brands to tailor experiences based on their preferences
- 1284% of consumers say being treated like a person, not a number, is very important to winning their business
- 1370% of millennials represent the demographic most willing to let retailers track their browsing behaviors in exchange for a better experience
- 1456% of online shoppers are more likely to return to a website that recommends products
- 1577% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience
- 1631% of consumers wish their shopping experience was more personalized than it currently is
- 1759% of customers say tailored engagement based on past interactions is very important to winning their business
- 1883% of consumers are willing to share their data to create a more personalized experience
- 19Consumers are 2.1x more likely to view personalized offers as important versus unimportant
- 2075% of consumers are more likely to buy from a retailer that recognizes them by name
Interpretation
If brands want loyalty and sales they must stop treating customers like rows in a spreadsheet and start recognizing them as people; consumers overwhelmingly prefer relevant, personalized experiences, are willing to share data for them, and will abandon or withhold purchases when marketing feels impersonal or poorly executed.
Data Privacy & Trust
- 186% of consumers are concerned about data privacy
- 240% of consumers view targeted ads as "creepy"
- 379% of consumers are concerned about how companies use the data they collect
- 492% of consumers are worried about their online privacy
- 548% of consumers have stopped buying from a company over privacy concerns
- 657% of consumers are willing to share personal data in exchange for personalized offers
- 738% of consumers say they will stop doing business with a company if they find its personalization "creepy"
- 8Only 17% of consumers say they trust brands with their data
- 981% of consumers think the potential risks they face because of data collection outweigh the benefits
- 1063% of consumers say they would stop purchasing from a brand that was a victim of a data breach
- 1190% of consumers are willing to share behavioral data for a cheaper and easier brand experience
- 121 in 2 consumers are likely to walk away from a brand that requires them to provide too much personal information
- 1330% of users use ad blockers to avoid targeted advertising
- 1487% of consumers say they will take their business elsewhere if they don't trust a company to handle their data responsibly
- 1554% of consumers say they are more likely to trust a company that asks for permission to use their data
- 1673% of consumers say they are more likely to trust a company that explains how their data is used
- 1741% of consumers are comfortable with companies using their purchase history to personalize experiences
- 1825% of consumers believe that targeted ads are a violation of their privacy
- 1969% of consumers are concerned about the security of the data they share with companies
- 2088% of consumers say the extent of their willingness to share personal information depends on how much they trust a company
Interpretation
These statistics show consumers want the tailored suit without handing the tailor the tape measure: they'll trade personal data for convenience or discounts, but overwhelming distrust, fear of breaches and "creepy" personalization mean brands must earn explicit permission, explain how data is used, and protect it rigorously or risk losing customers en masse.
Email & Content Marketing
- 1Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
- 2Personalized emails deliver 6x higher transaction rates
- 3Emails with personalized subject lines generate 50% higher open rates
- 455% of consumers like email messages that contain relevant products and offers
- 582% of marketers report using email personalization to increase open rates
- 6Click-through rates are 100.95% higher in segmented email campaigns than non-segmented ones
- 758% of revenue is generated by segmented and targeted emails
- 8Personalized video marketing has a 35% higher retention rate than non-personalized video
- 972% of consumers say they only engage with personalized content
- 10Dynamic content in email leads to a 22% increase in ROI
- 1165% of email marketers say dynamic content is their most effective personalization tactic
- 12Automated personalized emails have a 152% higher click-through rate than standard emails
- 1360% of marketers say content personalization is crucial to their overall strategy
- 14Marketers using segmentation in email see a 760% increase in revenue
- 1542% of consumers say that content that isn't relevant to them is the biggest annoyance in content marketing
- 1653% of marketers say personalized content is the most effective way to increase engagement
- 17Birthday emails generate 342% higher revenue per email than promotional emails
- 1878% of CMOs believe custom content is the future of marketing
- 19Interactive content generates 2x more conversions than passive content
- 2096% of B2B marketers say segmentation is the most valuable method for improving conversion rates
Interpretation
These figures prove a simple truth: stop blasting one-size-fits-all messages and start delivering segmented, personalized, dynamic and automated content, because doing so dramatically boosts opens, clicks, retention and revenue while irrelevant messaging just drives customers away.
Mobile & Social Media Targeting
- 1Social media advertising revenues reached $41.5 billion in 2020 due to advanced targeting capabilities
- 252% of brand discovery happens in public social feeds
- 328% of time spent online is on social media platforms, making them prime targets for ads
- 492% of social marketers use Facebook for advertising due to its granular targeting options
- 5Location-targeted mobile ad spend is projected to reach over $32 billion
- 670% of mobile searches lead to an action within an hour
- 7Social media users are 57% more likely to buy from a brand they follow
- 860% of LinkedIn users prefer industry insights over other types of targeted content
- 9Mobile offers are redeemed 10x more frequently than print offers
- 1083% of mobile users say that a seamless experience across all devices is very important
- 11Instagram stories ads utilizing targeting see a 20% higher click-through rate
- 1237% of online shoppers say they have bought a product because of a targeted social media ad
- 13Geotargeting can double the effectiveness of mobile ad campaigns
- 1491% of social media users access social channels via mobile devices
- 15Facebook ads with custom audiences have a 14% lower cost-per-click
- 1676% of people who search on their smartphones for something nearby visit a business within a day
- 17In-app personalized messages achieve 3.5x higher retention
- 1888% of marketers say their social media targeting strategies have been effective
- 19Pinterest ads yield a 2x higher return on ad spend than other social media platforms for retail brands
- 2040% of users follow brands on social media specifically to receive targeted promotions and discounts
Interpretation
If data were a salesperson it would tell you to go mobile first and hyper-targeted: use Facebook and Instagram for precision reach, layer in geotargeting and personalized in-app messages, and ensure a seamless cross-device experience because those tactics turn feed discovery into near-instant purchases, lower costs and drive measurable ROI.
ROI & Effectiveness
- 1Companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts
- 2Marketers see an average increase of 20% in sales when using personalized experiences
- 3Personalization can reduce customer acquisition costs by as much as 50%
- 480% of companies report seeing an uplift since implementing personalization
- 5Advanced targeting can boost revenue by 5% to 15%
- 688% of U.S. marketers reported seeing measurable improvements due to personalization
- 7Personalized homepage promotions influence 85% of consumers to buy
- 8Targeting known customers leads to a 10-30% increase in marketing spend efficiency
- 993% of B2B companies attribute revenue growth to personalization
- 10Proper targeting can lift transaction rates by 6x
- 1179% of organizations that exceeded revenue goals have a documented personalization strategy
- 1297% of marketers report that personalization efforts produce a measurable lift in business results
- 1351% of marketers say personalization is their number one priority for increasing revenue
- 14Using advanced behavioral targeting increases conversion rates on average by 6.8%
- 15Brands that create personalized experiences see revenue increase by 6-10%
- 1698% of marketers say personalization advances customer relationships
- 17Implementing targeted ads can increase brand awareness by 80%
- 18Behavioral targeting has been shown to be twice as effective as simple demographic targeting
- 19Retargeted visitors are 70% more likely to convert on a website
- 20Marketing personalization can lead to a 10-20% increase in marketing ROI
Interpretation
Personalization is marketing's power tool: when companies use it well they consistently lift revenue, cut acquisition costs, boost conversion and ROI, and turn browsers into buyers while measurably strengthening customer relationships.
