This was according to a recent study conducted by YouGov on behalf of customer experience company |7, which tapped 1,145 U.S. consumers.
Nearly half (43%) of consumers agreed that they would exchange personal data with companies to save money through personalized promotions, discounts or deals, followed by 39% looking for speedier issue resolution.
Off-target messages and privacy concerns proved to be the biggest deterrents for consumers receiving personalized marketing messages, the study reported.
Cost-savings are universally seen across all age groups as the top benefit to sharing personal data — information such as e-mail, age, location, interests, previous purchases, etc. — with millennials’ willingness to share data for deals (49%) slightly outranking GenXers (44%) and baby boomers (38%).
Relevancy is the primary reason consumers embrace personalized marketing messages (26%). But off-target messages irritate consumers, with a similar percentage of respondents stating that irrelevancy was on par with invasion of privacy as a major cause of annoyance.
Twenty-nine percent (29%) said irrelevant messages were the leading reason they were bothered by personalized messages. Slightly more than that (32%) cited “it felt like an invasion of privacy” as the top reason they disliked a personalized message.
Privacy concerns ranked high…