Four in 10 Consumers Now Expect Personalized Marketing Experiences

Rhea-AI Summary

TransUnion's latest consumer research reveals significant insights into personalized marketing expectations. 39% of U.S. consumers now expect personalized online shopping experiences with tailored interactions and recommendations. The study highlights that nearly 40% of consumers are more likely to make purchases and develop stronger brand affinity through personalization. However, privacy concerns remain paramount, with 80% of consumers expressing concern about sharing personal information and 89% prioritizing data privacy in online engagement. Key consumer worries include identity theft (77%) and unwanted marketing (44%). Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion, emphasizes that while personalization is crucial for meaningful brand connections, poor execution or trust breaches can significantly damage brand reputation. The research underscores the delicate balance marketers must maintain between delivering personalized content and respecting consumer privacy.

Positive

• 39% of consumers expect and prefer personalized shopping experiences
• 40% of consumers show increased purchase likelihood with personalization
• Research provides clear insights for marketers to improve customer engagement

Negative

• 80% of consumers express concerns about sharing personal information
• 89% of consumers prioritize data privacy, indicating potential resistance to personalization
• High consumer concerns about identity theft (77%) and unwanted marketing (44%)

New TransUnion research highlights consumer expectations, trust issues and the path forward for personalized marketing

CHICAGO, May 01, 2025 (GLOBE NEWSWIRE) -- Nearly four in 10 U.S. consumers (39%) expect brands to personalize their online shopping experience with tailored interactions, product recommendations and marketing that align with individual preferences and behaviors. These findings and more from TransUnion’s (NYSE: TRU) latest consumer research provide guidance on how brands engage their audiences going forward.

"Effective personalization is a powerful tool for marketers,” said Matt Spiegel, EVP of TruAudience Growth Strategy, TransUnion. “When it works, personalization demonstrates to consumers that brands are listening and responding to their individual preferences, leading to higher engagement and stronger brand affinity."

The survey revealed several key trends that illustrate the growing importance of personalization in marketing. Nearly 40% of U.S. consumers also indicate that personalization makes them more likely to buy and increases their affinity for brands.

Balancing personalization and privacy
While consumers crave personalized experiences, they remain cautious about how their data is used. The survey found:

• 80% of U.S. consumers are concerned about sharing personal info
• 89% consider data privacy important when engaging online
• Top concerns include identity theft (77%) and unwanted marketing (44%)
  

“In a world of short attention spans and one-shot impressions, personalization is how brands make meaningful connections,” Spiegel added. “But poor execution or a breach of trust can instantly disqualify a brand in the eyes of today’s consumers. This creates a paradox for marketers. They must deliver highly relevant, personalized content without crossing lines that violate consumer trust or data ethics.”

Audience clarity and data transparency
The findings highlight the need for marketers to reach their intended audiences while respecting their privacy.

“Personalization only works if you know where your audience is. TransUnion has invested in building a reliable data foundation that empowers our customers with real-time, data-driven insights to understand, reach, and impact their audience effectively,” Spiegel concluded.

Learn more about TransUnion’s TruAudience® marketing solutions here.

About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good^® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business

Contact		Dave Blumberg TransUnion
E-mail		david.blumberg@transunion.com
Telephone		312-972-6646

FAQ

What percentage of U.S. consumers expect personalized marketing experiences according to TransUnion (TRU)?

According to TransUnion's research, 39% of U.S. consumers expect brands to personalize their online shopping experience with tailored interactions and product recommendations.

What are the main privacy concerns identified in TransUnion's 2025 marketing research?

The main privacy concerns identified are identity theft (77% of consumers) and unwanted marketing (44% of consumers), with 80% overall concerned about sharing personal information.

How does personalization affect consumer purchasing behavior according to TRU's study?

According to the study, nearly 40% of consumers indicate that personalization makes them more likely to buy and increases their brand affinity.

What percentage of consumers prioritize data privacy in online engagement according to TransUnion's research?

89% of consumers consider data privacy important when engaging online according to TransUnion's research.