Consumer Behavior

Consumers craving personalization

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May 8, 2023

Nearly half of consumers, over 40%, are hungry for personalization in the customer experience and are willing to provide more data in order to get it.

That's a top finding from a Vibes survey that polled over 1,000 mobile-centric consumers on how they interact with brands on smartphones.

The survey also revealed younger consumers prefer SMS from brands over email as a primary communication with brands and are showing enthusiasm for using a mobile wallet, according to a press release on the findings.

More than 40% of smartphone users say the information they're willing to give a brand in exchange for better personalization includes zip code, name, mobile phone number and zero-party survey data. More than 70% of smartphone users even said they are likely to save and redeem personalized mobile wallet offers or coupons that are enhanced with their name, and that are tailored to their personal shopping preferences.

"Consumers are telling us that they'll gladly interact with brands on their smartphones, as long as offers are personal, timely and relevant, and if they allow them to take the next step to using a mobile wallet," Jay Hinman, Vibes' VP of marketing, said in the release. "Nearly 70% of consumers already receive text messages and push notifications from brands on their phones, and younger consumers in particular are saying that they love it, with many saying they want even more."