Nearly Half Your Audience Expects Personalisation—Is Your Brand Ready?

The survey also highlights that nearly 40% of US consumers are more likely to purchase and feel a stronger brand affinity when marketing is personalised to their preferences, underscoring its growing importance.

As competition intensifies across digital marketplaces, brands are under increasing pressure to deliver shopping experiences that feel personal, relevant, and tailored to individual consumers. 

Supporting this, nearly four in 10 US consumers (39%) expect brands to personalise their online shopping experience with tailored interactions, product recommendations and marketing that align with preferences and behaviours. These findings and more from TransUnion’s latest consumer research provide guidance on how brands engage their audiences going forward.

“Effective personalisation is a powerful tool for marketers,” said Matt Spiegel, EVP of TruAudience Growth Strategy, TransUnion. “When it works, personalisation demonstrates to consumers that brands are listening and responding to their individual preferences, leading to higher engagement and stronger brand affinity.”

The survey revealed several key trends that illustrate the growing importance of personalisation in marketing. Nearly 40% of US consumers also indicate that personalisation makes them more likely to buy and increases their affinity for brands.

Balancing Personalisation and Privacy

While consumers crave personalised experiences, they remain cautious about how their data is used. The survey found:

• 80% of US 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%).

“In a world of short attention spans and one-shot impressions, personalisation is how brands make meaningful connections,” added Matt Spiegel. 

“But poor execution or a breach of trust can instantly disqualify a brand in the eyes of today’s consumers. This creates a paradox for marketers. They must deliver highly relevant, personalised content without crossing lines that violate consumer trust or data ethics.”

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