Consumer Behavior

Nearly half of consumers expect personalized marketing experiences

Photo: Adobe Stock

May 27, 2025

Just about 40% of U.S. consumers expect personalized online shopping experience with tailored interactions and product recommendations that align with individual preferences and behaviors.

That's a prime finding of a TransUnion consumer research report, according to a press release.

"Effective personalization is a powerful tool for marketers," Matt Spiegel, EVP of TruAudience growth strategy, 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."

Nearly 40% of U.S. consumers also indicated personalization makes them more likely to buy and increases their affinity for brands.

Additional findings include:

• 80% of U.S. consumers are concerned about sharing personal info.
• 89% consider data privacy important when engaging online.
• Top concerns include identity theft (77%) and unwanted marketing (44%).