Personalization statistics provide the best way to know what consumers think about personalization as well as how it affects businesses as a whole.
In this post, we’ve rounded up the latest personalization statistics and trends.
Our sources surveyed real consumers and businesses and have published detailed reports on the implementation of personalization, personalization tools and advanced personalization strategies.
This post focuses on the best statistics in general as well as for marketing, ecommerce and advertising.
General personalization statistics
1. 90% of leading marketers say personalization significantly contributes to business profitability
This stat is from a survey of North American companies who earn at least $250 million per year in revenue.
Respondents were marketing and measurement executives at these companies.
2. 89% of businesses are investing in personalization
Personalized marketing is in, and an overwhelming majority of businesses are taking an interest.
Even major companies like Coca-Cola, Netflix, Fabletics, Wells Fargo, Sephora and USAA are spending more to understand personalization and implement it into their digital marketing strategies.
3. 64% of consumers interpret a personalized shopping experience as customization and service
Epsilon teamed up with GBH Insights to survey real customers. Their ultimate goal was to understand how personalization impacts customer relationships.
They found that consumers interpret “personalization” as…
- 32% Customization
- 32% Service
- 16% Discounts & Offers
- 8% Specific Products & Services
- 7% Convenience
4. 76% of consumers get frustrated by businesses who do not offer personalized experiences
McKinsey’s Next in Personalization 2021 Report revealed quite a bit about the role personalization plays in the world of business and marketing.
Respondents were asked to express “how much you agree or disagree with the statements below when it comes to personalized communications and products/services from brands and business.”
When presented with the statement “It is frustrating when a brand/business shows or recommends me things that are not relevant to me,” 76% of respondents agreed.
They also found that 71% of consumers expect personalization.
Source: McKinsey & Company
5. 69% of consumers want the convenience personalization provides, but only if it includes data they’ve shared themselves
Twilio Segment is a leading customer data platform.
They published a report called the State of Personalization in 2021, an update from the previous version, which was published in 2017.
They found that although consumers appreciate personalization, privacy and security are far more important.
69% of consumers only want personalization if it’s based on data they’ve shared with businesses directly.
48% only want personalization if that data is secure.
Additionally, 7 out of 10 consumers are okay with personalization, but only if it involves first-party data.
In other words, consumers do not want businesses to obtain data on them by purchasing it from third parties.
6. 83% of consumers are willing to share data with brands to receive personalized experiences
Accenture surveyed 8,000 consumers from around the world to uncover key data on how consumers feel about personalization.
Our previous statistic revealed that privacy in regards to personalization is critical to 69% of consumers.
Fortunately for marketers, Accenture’s report revealed that 83% of consumers are willing to share data themselves in order to facilitate more personalized experiences.
Only 27% of consumers reported brand experiences that felt too personal or invasive.
Accenture honed in on this statistic and found that 64% of those 27% discovered personalized data they didn’t share with brands themselves.
An example was receiving product recommendations based on purchases they made with outside retailers.
As businesses implement personalization into their marketing strategies, they need to be careful about how they receive customer data.
7. 76% of businesses use real-time behavioral data for personalization
In Yieldify’s Personalization After COVID-19 report, the company asked respondents to describe the data they use for website personalization.
76% of respondents reported using real-time behavioral data, such as targeting shoppers who linger on the cart page for longer than it takes to check out.
63% of businesses use individual user profile data obtained from a customer data platform.
62% use cookie-based data to differentiate new and returning visitors.
62% use data from other marketing channels, such as the data they obtain from shoppers through personalized email marketing strategies. See our post on email marketing stats for more.
8. 85% of consumers do not think personalization is the most important aspect of a brand
In Segment’s State of Personalization report, the company asked consumers what they feel is most important when deciding to buy from a particular brand.
Only 10% of consumers chose personalization as the most important aspect.
55% think brand trustworthiness and transparency are the most important aspects.
16% chose brands that are socially and environmentally responsible while 14% chose brands that offer smooth digital experiences.
9. 38% of businesses struggle with personalization
In Segment’s State of Personalization report, businesses were asked to choose from a list of struggles that impacted their businesses the most at the time.
This churned out several personalization statistics and how businesses are handling the implementation of it.
43% reported having trouble getting accurate customer data for personalization.
41% struggle to balance personalization and customer data privacy.
28% have trouble tracking ROI for personalization actions.
10. 80% of businesses believe privacy rules will have a positive impact on personalization
In Yieldify’s Personalization After COVID-19 report, the company asked businesses the impact they feel privacy rules will have on their personalization programs in the next five years.
33% of respondents believe they’ll have a positive impact while 47% believe they’ll have a slight positive impact.
Only 8% of respondents believe privacy rules will have a negative impact on personalization.
Marketing personalization statistics
11. Personalized CTAs convert 202% better than default variants
HubSpot analyzed 330,000 calls-to-action available in three different testing methods to see which variant converted best as a whole.
The first was a basic CTA available to all consumers regardless of their actions on the site.
The second was a “multivariate” CTA. This was essentially another basic CTA, except it was shown in two variants split evenly among website visitors.
The third was a “smart” CTA. These were personalized to website visitors based on location, browser language, whether or not they were customers, new visitors or leads, and more.
After 330,000 CTAs, HubSpot found that personalized CTAs converted the best at a conversion rate just shy of 4%.
12. 57% of businesses want to see increased retention and conversion rates from personalization strategies
In Yieldify’s Personalization After COVID-19 report, the company asked businesses what motivates them to pursue personalization strategies.
58% of respondents selected increased retention rates while 55% selected increased conversion rates.
Yieldify broke these statistics down by industry and found that increased retention rates are a big concern for sports and leisure businesses (82%), businesses in the electricals industry (75%), fashion businesses (70%), and health and beauty businesses (70%).
Increased conversion rates are a big concern for entertainment businesses (66%), businesses in the electricals industry (64%), sports and leisure businesses (64%), grocery businesses (62%), and home and DIY businesses (61%).
13. 78% of consumers are more likely to respond favorably to personalized emails from retailers
Dynamic Yield is an experience optimization platform. With their software, you can implement personalized content, products and offers to individual consumers.
Their platform is used by companies like McDonald’s, Sephora, Skims, Timex, Lacoste and Forever 21.
To better understand what it is consumers want out of personalization, Dynamic Yield surveyed over 550 consumers in North America, Europe and Asia.
When asked whether or not they’re more likely to respond favorably to emails that look like they were personalized specifically for them, such as using personalized subject lines, the majority of consumers agreed.
Some even strongly agreed.
The continent with the most amount of “agrees” was Asia.
Source: Dynamic Yield
14. 63% of consumers state product recommendation emails sent from retailers are relevant
Dynamic Yield’s survey asked consumers if the product recommendations in personalized emails were generally relevant or not.
Over 62.92% agreed, but the numbers get interesting when you break the stat down.
The majority of consumers surveyed from Europe and Asia agreed or strongly agreed that product recommendations emailed to them from retailers were relevant to their interests.
The majority of North American consumers, on the other hand, 63.13% to be exact, disagreed.
This is a great example of why researching niche markets is so important.
Source: Dynamic Yield
15. 64% of businesses use segmentation to personalize their websites
In Yieldify’s Personalization After COVID-19 report, the company asked businesses about the segmentation methods they use to personalize their websites.
64% of businesses use segmentation methods as a whole, but let’s break this statistic down.
68% of businesses use real-time behavioral decisioning, such as showing customers personalized content on the checkout page.
68% use static segments, such as a personalization strategy that targets a customer’s location.
65% use dynamic segments, such as targeting customers who made purchases in the last 30 days.
54% use AI-driven predictive segments, such as pinpointing customers who are least likely to convert.
16. 39% of consumers have experienced “creepy” engagement tactics
Accenture’s personalization report asked consumers about invasive engagement strategies companies have used to try and get them to buy.
41% of consumers have received texts from businesses after walking by their storefronts.
40% have received mobile notifications.
And 35% have received ads on social media sites after browsing brand websites.
17. 74% of businesses report implementing personalization on their websites
Yieldify’s Personalization After COVID-19 report revealed that 74% of businesses have some form of personalization implemented on their websites.
Businesses also reported using personalization in…
- Email marketing – 60%
- Display ads – 60%
- Mobile app – 56%
- In-store/POS – 52%
- Loyalty programs – 47%
- Chatbots – 46%
- Call centers – 42%
- SMS marketing – 42%
- Other channel – 41%
Ecommerce personalization statistics
18. 80% of consumers are more likely to buy from a company that provides a personalized experience
Not only did Epsilon’s survey find that 90% of consumers find personalization to be very or somewhat appealing, they also found that a majority are more likely to spend their time and money with businesses who utilize the marketing tactic.
Here are a few real responses from consumers who took part in the survey:
- Consumers want a customized experience perfectly suited to them “so that I’m more likely to be interested in what they’re selling.”
- Consumer expect brands “will know what you want, your likes and dislikes and make sure you have what you want.”
- “They offer personalized offers, products and coupons that meet your needs and are items you typically buy.”
- They want a “dedicated shopping assistant, order puller-have the order ready. Curb service, disabled entry doors.”
- They interpret convenience as companies “noticing how I shop/surf internet and customizing advertising and shopping options to my preferences.”
Source: Startup Bonsai
19. Companies earn 40% more revenue from personalization
In McKinsey’s report, companies were asked what percentage of their revenue came from personalization efforts or tactics.
On average, companies earned 40% more revenue by adding personalization to their marketing strategy.
Source: McKinsey & Company
20. Consumers are 40% more likely to spend more than planned when experiences are highly personalized
Google partnered with Boston Consulting Group on a study and customer survey they called “Business Impact of Personalization in Retail.”
They found that consumers are 40% more likely to spend more than they originally intended to when their shopping experiences are personalized and tailored to their needs.
21. 55% of consumers want more targeted promotional offers and discounts
This stat was the result of consumers being asked what a more enjoyable email experience with retailers would look like.
It seems that a good portion of consumers find the promotional offers and discounts sent to them via email to be irrelevant to their wants and needs.
Retailers need to do a better job of segmenting their email lists if they want consumers to stick around long enough to open emails and convert from them.
Source: Dynamic Yield
22. 43% of consumers keep items in their cart in hopes of receiving email discounts
Dynamic Yield’s survey found that although 43% of consumers didn’t realize retailers send special coupons if they leave something in their carts and do not check out, 43% specifically do so in anticipation of receiving a discount.
It seems the majority of consumers who do this are from Europe and Asia. The majority of North American consumers weren’t aware of the practice.
A smaller portion of consumers (18%) do not check out unless they receive a discount.
All in all, implementing personalized emails for abandoned carts and slipping personalized discounts into them can really do wonders for your conversion rates.
Source: Dynamic Yield
23. 60% of consumers are likely to become repeat buyers following personalized experiences
Segment’s State of Personalization report revealed that 60% of consumers are likely to become repeat buyers after personalized shopping experiences.
This is up from 44% when the company asked consumers the same question in 2017.
Segment also asked consumers what they wish brands knew about them.
This revealed a few useful personalization statistics businesses can use to improve their personalization efforts well enough to snag repeat buyers.
- 40% wish brands knew their style preferences and what suits them.
- 24% wish brands knew their household needs.
- 20% wish brands knew their economic situation.
- And a smaller 14% wish brands knew their hopes and dreams.
24. 75% of consumers want retailers to make navigating online stores easier for them personally
In McKinsey’s survey, the company asked survey respondents how a series of personalization actions influenced their decision to buy from businesses.
75% of respondents reported store navigation as one of the most important aspects when buying from businesses for the first time.
Other aspects respondents were asked to give opinions on included the following:
- Give me relevant product/service recommendations – Important to 67% of respondents
- Offer personalized messaging – 66%
- Offer me targeted promotions – 65%
- Celebrate my milestones – 61%
- Send me timely communications tied to key moments – 59%
- Follow up with me post purchase – 58%
- Personally address communications to me – 54%
- Send triggers based on my behavior – 53%
- Engage and onboard me when I buy for the first time – 51%
- Show up in my frequently visited websites/apps – 40%
Source: McKinsey & Company
Advertising personalization statistics
25. 11% increase in ad click-through rates implemented from personalized first-party data
Harvard Business Review partnered with Maritz Motivation Solutions on a series of experiments.
They found that ad click-through rates increased by 11% when shoppers were told that the personalized data behind the ads was based on their activity on the site.
The experiment also revealed that the time spent viewing ads increased by 34%. Revenue for advertised products increased by 38%.
Source: Harvard Business Review
Personalization statistics sources
Final thoughts on personalization
This collection of personalization statistics reveals key data marketers can use to improve the way they implement personalization into their businesses.
A common trend is that consumers love the idea of personalization and are even willing to spend more and come back to experience it.
However, consumers are only okay with personalization if it involves data they’ve given to businesses themselves and if that data is secure.
According to data, consumers mostly want personalization to make navigating stores easier and to find product recommendations more efficiently.
They also want product recommendations and marketing messages to be tailored to their needs.
Finally, if you’re curious to uncover more stats, I’d recommend checking out these posts: