Consumers are most wiling to share product feedback with brands, and much less likely to provide information on how they research purchases, according to a global study titled Is Your Marketing Strategy Out Of Touch, by Econsultancy, commissioned by Cheetah Digital.
In the U.S., 55% will supply product feedback, while 42% will provide info on products they may buy in the store; 42% on data on past purchases; 37% on demographics; 29% on how they research products they buy, and 25% on details on where, how and why they make purchase -- and 11% will share none of these types of data.
Spain is first among nations in its acceptance of cookies to deliver personalized offers in email, in-app or on websites.
France is first in non-acceptance, at 19%. And 14% in the UK dislike the practice. But 33% in both countries find it acceptable.
As for privacy overall, gaming and gambling outfits are distrusted by 41% in the U.S., followed by technology providers (37%) and government agencies (35%).
Despite these issues, email beats banner advertising, social media native apps and organic posts by up to 180%, the study says.
And 77% of U.S. consumers have purchased a product directly because of an email they received.
France is the leader in liking email — 52% prefer it over in-app, direct mail and social media messaging. And France is in a three-way tie for first in purchasing via email. The country ranking is as follows:
UK — 74%
France — 74%
Australia — 74%
U.S. — 73%
Spain — 61%
Japan — 55%
Of U.S. shoppers, 41% look for value then deciding where to spend money. In addition, 24% want products and services that fit their lifestyle, 17% seek responsible handling of their data and 14% desire faster, easier shopping experiences.
Meanwhile, in a separate finding, only 13% of brands say their marketing campaigns are going ahead as planned, but 66% have observed “new ways of working we might use post-outbreak,” the study says.
Econsultancy surveyed 4,921 consumers in six countries.