A cross-channel marketing platform Iterable surveyed consumers across the UK and US to highlight their opinion about personalised adverts.
The study found around 58% of consumers in the United Kingdom (61%) and United States (54%) felt positive about receiving a hyper-personalised online advert. Almost a quarter of overall respondents also feel very positive about hyper-personalised online adverts.
Interestingly, the study found that consumers are generally open to share their personal information if they get a tangible benefit in return. In contrast, only 10% of US consumers and a mere 6% of UK consumers would reconsider purchasing from a brand if they track their online searches.
Iterable’s General Counsel Sanam Saaber said consumers now want “personalised experiences and memorable conversations that add value to their day to day.” Saaber added that brands should adhere to cleaner data practices to win customer trust.
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