Consumer Behavior

Nearly half of consumers expect personalized marketing

Photo: Adobe Stock

May 9, 2025

Nearly four in 10 U.S. consumers expect brands to personalize their online shopping experiences, including tailored interactions, product recommendations and marketing that aligns with their preferences.

That's a prime finding from a TransUnion consumer research on how brands engage audiences, according to a press release on the findings.

"Effective personalization is a powerful tool for marketers," Matt Spiegel, EVP, TransUnion, said in the release. "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 also revealed key trends that illustrate the growing importance of personalization in marketing. Additional findings include:

• Nearly 40% indicate personalization makes them more likely to buy and increases their affinity for brands.
• 80% are concerned about sharing personal info.
• 89% consider data privacy important when engaging online.
• Top concerns include identity theft (77%) and unwanted marketing (44%).