What consumers want from personalization
A BCG survey of 23,000 consumers highlights the pros and cons of personalized brand interactions
Key takeaways:
- ~80% of respondents are comfortable with personalization and expect it from companies
- The top 3 benefits cited are value, enjoyment, and convenience
- 67% have encountered at least one negative personalized experience that ended their engagement
- Attitudes toward data use vary significantly by geography, age, and context
Source: https://www.bcg.com/publications/2024/what-consumers-want-from-personalization
