Consumers don’t half mind the barrage of personalized messages they get. But the offers have to be relevant, according to Consumers Value Personalization, a study by Periscope by McKinsey. And attitudes vary by location.
Among U.S. consumers, 50% like personalized communications and 16% like them a lot; only 20% dislike them. In contrast, 38% of UK respondents welcome them, along with 37% of the French and 29% of the Germans. And around 30% in all countries simply don’t care if they get personalized messages.