New report finds majority of consumers will share personal info for personalised comms

Movable Ink, the content personalisation provider, recently unveiled its second annual research report: Audience of One: Getting Personalisation Right. As privacy becomes a top priority for both brands and consumers, the report explores how marketers are striving towards more effective data collection, while consumers demand more transparency in return.

The survey, which polled 3,000 consumers from the United States, Canada, United Kingdom, and Ireland, identifies trends across key demographics from the consumer perspective, including the types of information consumers will share for a more tailored customer experience.

Movable Ink’s Audience of One report examines what consumers value in marketing communications and the information that’s most useful in their purchasing journey. With three in five consumers sharing that they’re more likely to buy a brand’s products when they’ve created a personalised experience in their communications, the need for personalisation is critical to driving long-term customer value.

Key UK/Ireland findings from the report include:

  • Over two-thirds (68%) of consumers say they are likely to be a loyal customer and purchase more of a brand’s products if they’re engaging and building personal relationships with them
  • 26% would unsubscribe to emails as a result of wrong/inaccurate personalisation, and it would cause 22% to delete the brand’s app
  • Over half of consumers are comfortable giving personal information to brands in exchange for a more personalised experience – including consumers’ location as nearly half (45%) of them reported
  • Nearly half (44%) of consumers reported they would be more likely to trust the brand that sent them personalised communications
  • One in five (20%) consumers say a lack of transparency around how brands use data is a top concern when sharing information about themselves
  • Misuse of personal information can have dire consequences and may even be a deal-breaker for consumers with 39% saying they would cancel services or not purchase from the company again. 49% ranked data being sold to other parties as a top concern.

“A spotlight on data privacy regulations, tech changes, and consumer preferences has caused a cataclysmic shift across the marketing industry. However, despite the ever-changing landscape, our latest research reiterates consumers’ calls for more personalised experiences and what they’re willing to exchange data for if it means a more tailored brand experience,” said Vivek Sharma, CEO at Movable Ink.

“Movable Ink is looking forward to sharing these findings and continuing our mission of helping brands elevate their customer experience to drive even deeper relationships.”