Consumer Behavior

Consumers willing to trade info for personalized experience

Adobe Stock

July 10, 2023

Consumers want control when it comes to brand interactions and will offer up information in exchange for personalized experience and app-enabled conveniences.

Those are top findings from research released by Airship, a mobile app experience company in a global report called "The Mobile Consumer 2023."

The survey, which polled more than 11,000 consumers across 10 countries, revealed consumers are more willing to share all types of data, with email addresses being the most freely shared, according to a press release on the findings.

Yet while email addresses are most commonly shared, 79% of consumers ignore or delete marketing emails from brands they love at least half the time or more (up 1% year-over-year).

The top three types of personalization consumers find to be most useful are "recommendations and offers based on past behavior or purchases" (41%), "interests and preferences supplied to the brand" (40%), and "content and offers targeted to their current location" (34%).