The perils of personalisation  | WARC | The Feed

The perils of personalisation 

More Australians are ready to give up information to enable personalistion, but they are also more demanding about what they receive in return.

Why it matters

The Australia cut of the Digital Consumer Trends Index from Econsultancy indicates the complex relationship between the desire for privacy and the desire for relevance and belonging. 

Data and how it’s used sit at the confluence of these streams: marketers who can navigate a widespread lack of trust (four in ten people have installed ad blocking tech while two thirds don’t trust social media platforms with their data) to reach the shore of being a trusted brand will be rewarded with consumer readiness to pay more.

Key findings

• 50% of Australian consumers are comfortable sharing certain personal data, like clothing size, age, family make-up, for better service. 
• There’s been a 38% increase in consumers wanting suggested products and services based on their preferences in return for their loyalty.
• There’s been a 48% increase in consumers feeling frustrated with a brand whose personalisation initiatives don’t recognise their wants and needs.
• 56% feel frustrated when receiving irrelevant content or offers.
• 52% will trade personal and preference data to feel part of a brand’s community. 

^{[Image: Brett Sayles]} 

Sourced from Econsultancy