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Report uncovers attitudes about data collection practices and personalisation
3 radical , a leader in audience engagement and consented data solutions , has announced the launch of its annual consumer survey report . As consumers become increasingly aware of the value of their personal data , this report uncovers the gaps between consumer expectation and personalised brand experiences , and then goes further to help brands understand these implications .
3radical ' s 2022 Consumer Survey Report focuses on the efficacy of the experience brands are providing . The company surveyed consumers in the US , UK and Singapore immediately after the 2021 holiday period , in order to capture sentiment toward their digital shopping experiences while it was still fresh in their minds . Based on responses , the findings are stark as consumers are frustrated with irrelevant communications and impersonal offers and are not willing to share their data if they ' re not getting something of value in exchange .
The bottom line is brands still need to master delivering the right message at the right time and place to the right person . Other key findings included :
• Only 18 % of survey respondents strongly believe they receive customised recommendations based on personal information they shared .
• While 52 % of respondents stated a sense of frustration from receiving communications and offers not relevant to them .
• And 65 % of consumers surveyed feel they actively receive irrelevant offers .
• Just under half ( 42 %) of respondents would be less inclined to shop with brands that did not extend tailored communications .
• However , 54 % would exchange their data for tailored offers and promotions .
• A large majority of consumers ( 84 %) prefer brands to be more open and transparent about the information they collect and how they plan to use it .
• While 74 % were comfortable sharing demographic data – age / gender , 23 % of respondents were actively uncomfortable sharing their contact details .
" Interestingly , consumers are 12.4 % less interested in cash rewards than they were a year ago and more interested in ' personalised promotions ' and ' a more personalised shopping experience '," said Michael D . Fisher , CEO , 3radical .
" This is significant enough for brands to take note ; while new customers may be brought in with discounts or rewards , retaining these customers will be all about the personalised experience ." �
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