February 01, 2023

Consumers Prefer Generic Messages To Personalized Ones, Study Finds

Most consumers will share their personal data with brands they trust.

But many will jump ship if they feel they are being spammed, and most prefer generic communications over personalized ones, according to How—and Why—You Need To Build Customer Trust, a study by Pantheon.

Among the consumers polled, 73% will share personal information. But that includes only 35% of Gen Z. And 48% of consumers overall evade sharing data by using guest checkouts, while 42% will not create a user profile.

In addition, 64% of consumers prefer generic messaging to personalized messages. And 48% avoid personalization because they do not want to be tracked.

Moreover, 51% have had an experience that caused them to stop engaging with a brand. Yet 81% are willing to give the brand a second chance.

The website is paramount — 90% have ranked the user-friendliness and delivery of a website among their top expectations for a brand.

In addition, 17% have stopped engaging with a brand after a poor experience.

On the email front, 24% of consumers have left a brand’s funnel because of spam, although it is not clear how the study defines that. However, more than 52% of respondents say they have experienced it.

On the positive side, 65% of consumers will exchange information for discounts and coupons.

Pantheon and Hanover Research surveyed more than 1,000 U.S. and U.K consumers.

Copyright 2023 MediaPost Communications. All rights reserved. From https://www.mediapost.com. By Ray Schultz.

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