Consumers are largely turned off by overly frequent emails and irrelevant content. But those concerns vary by age and location, according to The Audience of One 2022: Getting Personalization Right, a study released Tuesday by Movable Ink.
For instance, 23% of 18-24 year-olds will unsubscribe after getting content that is not pertinent to them, versus 47% of those 65+. But those in the younger category are more likely to opt out because they do not like the content — 25% versus 16% of the over-65 cohort.
Of consumers polled in the U.S., Canada and UK/Ireland, 42% are irritated by too-frequent messaging and 35% by irrelevant content. And 22% dislike content that is too focused on selling, and 21% by material that doesn’t appear correctly on mobile or web.
Willingness to share personal data also varies by age:
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In general, shoppers are also worried about privacy, in particular:
In fact, 40% would cancel services or not buying from the company again in response to a misuse of personal information, and 29% would unsubscribe from emails.
U.S. consumers are most likely to not purchase again. And 20% globally say transparency is a prime consideration.
Despite all that, 61% worldwide are likely to buy goods or service in response to a personalized experience. That figure hits 63% in the U.S.
And, email is the most preferred communication channel globally:
What kind of data will consumers share for a personalized experience?
Of those polled, 69% in the UK/Ireland will provide their email address, versus 63% in Canada.
In addition, people are comfortable with giving the following types of information in exchange for personalized product or service recommendations:
TEAM LEWIS Research surveyed 3,000 consumers in the United States, Canada, United Kingdom and Ireland from April 10, 2022 to April 20, 2022 on behalf of Movable Ink.