Personalization around the globe
Welcome to the third annual State of Personalization Report, a global look at the latest trends in personalization, first-party data, privacy, and consumer loyalty.
In this report, we surveyed nearly 3,500 businesses and consumers across five continents to get a pulse check of how attitudes and experiences with personalization have changed over the past 12 months.
Read on to explore our key findings, or download the full report to get the complete picture of the trends shaping the future of personalization.
![Illustration: Personalization around the globe](/_next/static/images/PersonalizationAroundTheGlobe@2x-c6c09a5dd29931a54ac2656dddf74232.png)
Key findings
Trend 01
Personalization and ROI go hand in hand
![Nearly half (49%) of consumers say they will likely become a repeat buyer after a personalized shopping experience with a retailer.](/_next/static/images/Trend01Visual@2x-b6f6634d1b9c3644b563a21dffcd5e69.png)
Trend 02
Investments in omnichannel are improving, but still have a long way to go
![Only 35% of companies feel they are successfully achieving omnichannel personalization, up from 24% in 2021.](/_next/static/images/Trend02Visual@2x-4024fd1ac6bdfa0ffcbf1171c20c30df.png)
Trend 03
Businesses are future-proofing their personalization efforts with first-party data
![37% of brands exclusively use first-party data to personalize customer experiences, a six percentage point increase compared to 2021.](/_next/static/images/Trend03Visual@2x-b9aee13d9cb42642d08a2ff7c47c87ae.png)
Trend 04
Businesses seek balance in the personalization-privacy paradox
![Just 40% of consumers say they trust brands to keep their personal data secure and use it responsibly.](/_next/static/images/Trend04Visual@2x-c80c71d74361fd08e2aec500df327cc8.png)
Trend 05
The bar for personalization is getting higher
![Less than half (47%) of companies personalize communications based on real-time customer behavior.](/_next/static/images/Trend05Visual@2x-4978e192a8d2bba04217b3ac0ab34041.png)
METHODOLOGY
- Segment conducted this research using online surveys distributed by Method Communications, between April and May 2022.
- There were a total of 3,450 respondents from Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, United Kingdom, and United States, with a minimum of 250 respondents from each country.
- To ensure our report incorporated both business and consumer attitudes towards personalization, we conducted two surveys.
- Our consumer survey targeted adult consumers who have purchased something online in the past 6 months. These respondents were equally split across gender.
- In addition, we also surveyed B2B and B2C business managers and above who are familiar with their company's customer experience, marketing tech, or customer data strategies.
Recommended reading
Getting started is easy
Build your personalization strategy with Twilio Segment