Four in 10 Consumers Now Expect Personalized Marketing Experiences

Core Insights - Nearly 40% of U.S. consumers expect brands to personalize their online shopping experiences with tailored interactions and recommendations [1][2] - Personalization is linked to increased purchase likelihood and brand affinity, with nearly 40% of consumers indicating it makes them more likely to buy [2] - There is a growing concern among consumers regarding data privacy, with 80% worried about sharing personal information and 89% considering data privacy important when engaging online [6] Personalization and Consumer Engagement - Effective personalization is a powerful marketing tool that demonstrates to consumers that brands are attentive to their preferences, leading to higher engagement [2] - The survey indicates that personalization can create meaningful connections, but poor execution or breaches of trust can damage brand reputation [3] Privacy Concerns and Data Transparency - Consumers desire personalized experiences but are cautious about data usage, highlighting a paradox for marketers who must balance relevance with privacy [3] - The findings emphasize the need for marketers to understand their audience while respecting privacy, supported by TransUnion's investment in reliable data foundations [4] Company Overview - TransUnion is a global information and insights company with over 13,000 associates in more than 30 countries, focusing on providing a reliable representation of individuals in the marketplace [5] - The company has expanded its services beyond core credit into marketing, fraud, risk, and advanced analytics, promoting economic opportunity and personal empowerment [5]