Made to Order: A look at consumer perception towards product personalization

Hoang NguyenData Journalist
June 11, 2018, 3:30 PM GMT+0

Interest in the offering and a willingness to pay for it contributes to the growing personalization economy

Whether the goal is to create a sense of identity or to simply add a personal touch, the act of personalization is as much in demand as the products and experiences it helps make unique. In Made to Order: An analysis of US consumer perception towards personalization, YouGov's latest research reveals that 26% of Americans say they have personalized a product before.

YouGov’s new report delivers robust insights on not just why brands should tap into personalization, but how and where brands can employ this offering to gain the upper hand in reaching consumers.

The breadth of the white paper spans five core product categories including apparel and footwear, food and beverages, technology products, vacation and travel experiences, and household goods.

This report, using YouGov Omnibus, is broken down into three areas of focus:

  • The reasons why people personalize products, including, but not limited to, doing so to meet a specific need or to identify a product as one’s own.
  • Who tends to personalize – from personalizers in general, to people who gift others personalized items, to potential customers who haven’t personalized but express interest and would pay more for it.
  • Actionable insights into people who personalize good and services in two distinct industries – apparel and footwear along with vacations and travel experiences.

The personalization economy will continue to grow and YouGov’s data products allows brands to monitor that growth, especially as consumers increasingly demand more from the products and services they buy. Connecting that data has proven to bring brands and consumers closer together.

Download Made to Order: An analysis of US consumer perception towards personalization here

Photo: Getty