Four in 10 Consumers Now Expect Personalized Marketing Experiences
Tuttavia, le preoccupazioni sulla privacy rimangono 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 creare connessioni significative con il marchio, un'esecuzione scorretta o violazioni della fiducia possono danneggiare gravemente la reputazione del brand. La ricerca evidenzia il delicato equilibrio che i marketer devono mantenere tra offrire contenuti personalizzati e rispettare la privacy dei consumatori.
No obstante, 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 datos en la interacción en línea. Las principales preocupaciones incluyen el robo de identidad (77%) y el marketing no deseado (44%).
Matt Spiegel, vicepresidente ejecutivo de Estrategia de Crecimiento de TruAudience en TransUnion, enfatiza que, aunque la personalización es crucial para conexiones significativas con la marca, una ejecución deficiente o violaciones de confianza pueden dañar significativamente la reputación de la marca. La investigación subraya el delicado equilibrio que los mercadólogos deben mantener entre ofrecer contenido personalizado y respetar la privacidad del consumidor.
하지만 개인정보 보호에 대한 우려는 여전히 크며, 80%의 소비자가 개인정보 공유에 대해 걱정하고 89%는 온라인 상에서 데이터 프라이버시를 최우선으로 생각합니다. 주요 걱정 사항으로는 신원 도용(77%)과 원치 않는 마케팅(44%)이 있습니다.
TransUnion의 TruAudience 성장 전략 EVP인 Matt Spiegel은 개인화가 의미 있는 브랜드 연결에 필수적이지만, 실행이 부실하거나 신뢰가 깨질 경우 브랜드 평판에 큰 손상을 줄 수 있다고 강조합니다. 이번 연구는 마케터들이 개인화된 콘텐츠 제공과 소비자 프라이버시 존중 사이에서 신중한 균형을 유지해야 함을 보여줍니다.
Cependant, les préoccupations liées à la vie privée restent primordiales, avec 80 % des consommateurs exprimant des inquiétudes quant au partage de leurs informations personnelles et 89 % priorisant la confidentialité des données lors des interactions en ligne. Les principales préoccupations 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 cruciale pour des connexions significatives avec la marque, une mauvaise exécution ou une violation de la confiance peuvent gravement nuire à la réputation de la marque. La recherche met en lumière l'équilibre délicat que les marketeurs doivent maintenir entre la fourniture de contenus personnalisés et le respect de la vie privée des consommateurs.
Datenschutzbedenken bleiben jedoch vorrangig, wobei 80 % der Verbraucher Bedenken beim Teilen persönlicher Informationen äußern und 89 % Datenschutz bei der Online-Interaktion priorisieren. Zu den wichtigsten Sorgen zählen Identitätsdiebstahl (77 %) und unerwünschtes Marketing (44 %).
Matt Spiegel, EVP der TruAudience-Wachstumsstrategie bei TransUnion, betont, dass Personalisierung zwar entscheidend für bedeutungsvolle Markenverbindungen ist, schlechte Umsetzung oder Vertrauensbrüche die Markenreputation jedoch erheblich schädigen können. Die Forschung unterstreicht das empfindliche Gleichgewicht, das Marketer zwischen personalisierten Inhalten und dem Respekt vor der Privatsphäre der Verbraucher halten müssen.
- 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
- 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 (
"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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