Sumary of Consumers looking for more personalization are also concerned about privacy:
- Half of companies surveyed by Twilio say recent changes to data privacy regulations have made personalization more difficult.
- Consumers expect some personalization in every interaction with brands, but don’t trust them to keep their personal data safe and use it with new data from the Twilio customer acquisition platform’s third annual State of Personalization Report 22, 62% of consumers expect some personalization and will stop buying a brand if their experience is not personalized.
- Additionally, 49% will become repeat buyers if personalization is offered.
- Course, lack of accurate data and organizational impediments.
- Paradoxically, only 40% of consumers say they trust brands to use their data with It’s clear that delivering personalized experiences requires personal data, and information collected directly from customers with their consent (primary data) is good for 63% of consumers, as long as the brands use their own data and not data acquired or rented from third parties.
- Many are already responding to these shifts in consumer preferences, regulations and technology, and 43% of business leaders are adopting third-party data because it offers greater privacy to customers.