Four in 10 Consumers Now Expect Personalized Marketing Experiences
Tuttavia, le preoccupazioni per la privacy restano fondamentali, con l'80% dei consumatori che esprime timori riguardo alla condivisione delle informazioni personali e l'89% che dà priorità alla privacy dei dati durante l'interazione online. Le principali preoccupazioni includono il furto d'identità (77%) e il marketing indesiderato (44%).
Matt Spiegel, EVP della strategia di crescita TruAudience di TransUnion, sottolinea che sebbene la personalizzazione sia essenziale per connessioni significative con il brand, una cattiva esecuzione o violazioni della fiducia possono danneggiare gravemente la reputazione del marchio. La ricerca evidenzia il delicato equilibrio che i marketer devono mantenere tra offrire contenuti personalizzati e preservare la fiducia dei consumatori.
Sin embargo, las preocupaciones sobre la privacidad siguen siendo primordiales, con el 80% de los consumidores expresando inquietud por compartir información personal y el 89% priorizando la privacidad de los datos en la interacción online. Las principales preocupaciones de los consumidores incluyen el robo de identidad (77%) y el marketing no deseado (44%).
Matt Spiegel, vicepresidente ejecutivo de la estrategia de crecimiento TruAudience en TransUnion, enfatiza que, aunque la personalización es crucial para conexiones significativas con la marca, una mala ejecución o rupturas de confianza pueden dañar significativamente la reputación de la marca. La investigación subraya el delicado equilibrio que los especialistas en marketing deben mantener entre ofrecer contenido personalizado y mantener la confianza del consumidor.
하지만 개인정보 보호에 대한 우려는 여전히 매우 중요하며, 80%의 소비자가 개인 정보 공유에 대해 우려를 표명하고 89%는 온라인 참여 시 데이터 프라이버시를 우선시합니다. 주요 소비자 걱정은 신원 도용(77%)과 원치 않는 마케팅(44%)입니다.
TransUnion의 TruAudience 성장 전략 담당 EVP인 Matt Spiegel은 개인화가 의미 있는 브랜드 연결에 필수적이지만, 잘못된 실행이나 신뢰 위반은 브랜드 평판에 큰 피해를 줄 수 있다고 강조합니다. 이 연구는 마케터가 개인화된 콘텐츠 제공과 소비자 신뢰 유지 사이에서 신중한 균형을 유지해야 함을 보여줍니다.
Cependant, les préoccupations liées à la vie privée restent primordiales, avec 80 % des consommateurs s'inquiétant du partage d'informations personnelles et 89 % accordant la priorité à la confidentialité des données dans l'engagement en ligne. Les principales inquiétudes des consommateurs concernent le vol d'identité (77 %) et le marketing non désiré (44 %).
Matt Spiegel, EVP de la stratégie de croissance TruAudience chez TransUnion, souligne que si la personnalisation est essentielle pour des connexions de marque significatives, une mauvaise exécution ou une rupture de confiance peuvent gravement nuire à la réputation de la marque. La recherche met en lumière l'équilibre délicat que les marketeurs doivent trouver entre offrir un contenu personnalisé et maintenir la confiance des consommateurs.
Dennoch bleiben Datenschutzbedenken vorrangig, wobei 80 % der Verbraucher Bedenken hinsichtlich der Weitergabe persönlicher Informationen äußern und 89 % den Datenschutz bei der Online-Interaktion priorisieren. Die größten Sorgen der Verbraucher sind Identitätsdiebstahl (77 %) und unerwünschtes Marketing (44 %).
Matt Spiegel, EVP der TruAudience-Wachstumsstrategie bei TransUnion, betont, dass Personalisierung zwar entscheidend für bedeutungsvolle Markenverbindungen ist, eine schlechte Umsetzung oder Vertrauensbrüche jedoch den Markenruf erheblich schädigen können. Die Forschung unterstreicht das empfindliche Gleichgewicht, das Vermarkter zwischen der Bereitstellung personalisierter Inhalte und der Aufrechterhaltung des Verbrauchervertrauens finden müssen.
- 39% of consumers expect and prefer personalized shopping experiences
- Nearly 40% of consumers are more likely to buy and show increased brand affinity with personalization
- Research provides clear insights for marketers to improve customer engagement
- 80% of consumers are concerned about sharing personal information
- 89% of consumers have data privacy concerns
- 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 (
"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
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 info89% 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 | |
| david.blumberg@transunion.com | ||
| Telephone | 312-972-6646 |
FAQ
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